JLR won’t drop the Land Rover name but will bring Range Rover, Discovery and Defender to the forefront

Jaguar Land Rover (JLR) has conducted a rebranding exercise where the Range Rover, Discovery and Defender nameplates will be brought to the forefront, alongside Jaguar in what the company calls “the home of brands”.

Each brand will have its own distinct place as sub-brands in the scheme of things, with JLR being their holding company. Several news outlets have reported that the Land Rover name has been dropped as part of the overhaul, but the company says that’s not the case.

The inference came after an interview with JLR’s creative director, Gerry McGovern, in which he was quoted as saying that current Range Rover and Defender owners use those brands instead of Land Rover when describe what they drive.

“The reality is that Range Rover is already a brand and so is Defender. We love the name Land Rover, but it doesn’t have as much value as the rapidly growing Range Rover and Defender. People told us they drove a Range Rover, not a Land Rover,” he recounted Motorcycle trend.

However, the company says the Land Rover name will continue to exist, if not at the heart of its products. EQUAL car and driver reported, JLR stated in a written response that it “did not lose the Land Rover name; Its spirit is – and will continue to be – an important part of our DNA.” As pointed out, the LR moniker will still be used as an identifier, just not applied as a prefix to say, a Range Rover.

As part of its renewal process, the automaker will dive deeper into electrification. It is set to transform the Halewood, UK plant into an all-electric production facility and introduce a new mid-size all-electric SUV platform, based on the Electrified Modular Platform ( EMA). Elsewhere, an electric Range Rover will launch in 2025 and Jaguar will add three new models to its lineup.