Jaguar Land Rover dissects the electric car into four distinct brands and abandons the use of petrol

Jaguar Land Rover has announced its "Reimagine" electrification strategy which includes the creation of four sub-brands: Range Rover, Defender, Discovery and Jaguar, all dedicated to the development of electric vehicles. To reflect this change, the company decided to rename itself simply "JLR".

This transition involves a massive investment of more than 17 million euros over the next five years to adapt the factories, among other things. JLR's ambitious goal is to be fully electric by 2030. The move marks the end of the beloved Land Rover brand as a separate brand.

Jaguar will be the first affiliated brand to make the changes

A copy of nothing. https://t.co/tkjItOErBB  pic.twitter.com/cBkORRhFKS

— Jaguar (@Jaguar)  April 19, 2023

JLR's creative director, Gerry McGovern, has named his strategy 'House of Brands' to reinforce the uniqueness of each company in the group, as they transition to inevitable electrification. Over the years, JLR has shown signs of differentiating its vehicles, focusing on three pillars: Range Rover for luxury, Discovery for versatility and Defender for off-road roots.

Now each pillar becomes a separate brand, with Jaguar joining the group. The first product resulting from this new strategy will be an electric four-door GT weighing more than 100,000 pounds, offering a range of up to 700 kilometers. Two other models will follow after its launch.

A platform dedicated to mid-size electric SUVs will be launched and the Halewood plant will undergo major transformations to produce all-electric vehicles. The Wolverhampton engine plant will focus on the production of electric motors exclusively.

JLR's aim is to become a manufacturer of electric luxury cars by 2030, offering all-electric versions of the Range Rover, Discovery, Defender, Velar and a new, smaller Defender, as well as Jaguar brand electric models.

Meanwhile, JLR will continue to offer hybrid versions with the existing MLA architecture to ensure the continuity of the Ranger Rover and Ranger Rover Sport models.

In the near future, JLR plans to reorganize its concessions in order to accommodate new brands. Some dealerships will offer the sale of all makes of cars, while others will focus on a limited number of models.

The design of the new concessions is being finalized, but Paddy McGillycuddy, director of JLR UK, has specified that the desks will be eliminated, that the furniture will be more comfortable and that the customer experience will be put more forward. Since 2022, JLR has adopted an increasingly popular agency model.