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Jaguar Land Rover is going to call itself 'JLR' and spin off brands

Embracing the current popular philosophy that less is more, the executives at Jaguar Land Rover plan to officially rename their company “JLR” and to create a new “house of brands” that will emphasize name equity and refocus its vehicle offerings. In simple terms, the British-based, India-owned company will split into four separate brands: Range Rover, Discovery, Defender and Jaguar. While this shift may appear to be essentially a function of marketing and dealership bookkeeping, the over-arching reason is to give some of the brands more visibility. Details of the plan, which would reconfigure showrooms in Britain into discrete brand footprints, were discussed this week at a presentation by JLR CEO Adrian Mardell. “The reality is Range Rover is a brand and so is Defender,’” said creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesnÂ’t give it. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”  Underlying the effort is plans to reinvent Jaguar as an electric-only luxury brand, Mardell said that this was “unfinished business” for him since he joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where weÂ’re going back to and the right place for us to be." He further acknowledged that JLR had been “quiet” recently in the face of semiconductor chip shortages, but allowed that that situation was easing at his company.

Jaguar could still revive XK as luxury grand tourer

With the F-Type taking the lion's – or Jaguar's – share of attention lately, it would be all too easy to forget all about a Jag once known as the XK. But it existed, and it could once again. First introduced in 1996 as the XK8 to replace the old XJS, the XK survived for two generations. It was available as a 2+2 coupe or convertible and was powered by Jaguar's signature AJ-V8 engine. By the time it was discontinued just this past summer, the ultimate XKR-S packed as much as 542 horsepower. But though it had two more seats, the XK was rendered largely obsolete by the arrival of the nimbler, newer and arguably more stylish F-Type. According to Autocar, however, the XK could be reinstated with a more GT-like approach. The XK as we've known it, said Jaguar's Ross Varney to the British weekly, "straddled the GT and sports car segment, with more of an emphasis on the GT side but probably not enough." Varney was in charge of the F-Type project and was also responsible for a new project to replace the XK until it was shut down earlier this year. "We have plans to do lots more with the F-Type," said Varney, "but there will still be other areas we want to cover. We need to find the right way to deliver on them, and the XK could be one way of doing that." What Varney is saying, essentially, is that while the XK project may not be moving forward just yet, it could be revived in the near future. If it did, we'd be looking at a more accommodating and luxurious grand tourer, different from the F-Type that's more of a focused sports car. Think of it, then, as more of a Bentley Continental GT, but probably less expensive - or put another way, if the F-Type is a junior Aston Martin V8 Vantage, the new XK would be a (relatively) more accessible DB9. The intel sounds similar to what we heard when the most recent XK was being put out to pasture, but tells us that hope is still alive for those interested in a two-door Jag with room for the kids in the back.

Jaguar C-X75 James Bond movie car is going up for auction

Back in 2010, Jaguar presented a show-stopper of a concept: the C-X75. Besides its curvaceous body, it boasted a wild hybrid powertrain with a gas turbine engine providing electricity. Sadly, it never reached full production, and it only reappeared as a villain car in the James Bond film Spectre. But between the concept and the film, there were a few production prototypes built as part of a planned 250, and a few stunt cars. Auction company RM Sotheby's is offering one of the latter cars. This Jaguar C-X75 stunt car is actually the first stunt car built, according to the auction house. The stunt cars were built by Williams Advanced Engineering, the same company that has been competing in Formula 1 for decades. The stunt car has little in common mechanically with the concept, or the five prototype cars Jaguar built with four-cylinder hybrid powertrains. Under the skin is a custom tubeframe chassis and long-travel rally car suspension. Powering it is a version of the Jaguar F-Type's V8 engine with a dry-sump oiling system. It's coupled to a sequential manual six-speed transmission and a rear transaxle with a mechanical limited-slip differential. Brakes are AP Racing units and are adjustable from the cabin, and they feature a hydraulic handbrake. One consequence of this stunt car's burly underpinnings is that the cockpit is more like that of a race car, with a small Momo steering wheel and toggle switches and controllers all over. But this unsophisticated cabin has played host to some famous folks. The car was used for getting shots with the actors, with a driver's seat mounted to the top. Since this was a villain car, the actor in the driver's seat was Dave Bautista. The car also was featured at the Mexico Grand Prix to promote the movie, and Felipe Massa took it for a test drive. RM Sotheby's hasn't given an estimated price for the car, but expect it to be expensive. If you have the means, it will be crossing the block at the auction company's Abu Dhabi sale on November 30. The car will come with a bill of sale, a movie call sheet and a specification sheet from Jaguar Land Rover Special Vehicle Operations. We're not sure that this car would be able to be titled in the U.S., but we bet it would be just as fun, if not more so, on a race track, rather than public roads.