Jaguar Land Rover is re-branding itself, preferring to be called JLR, as it transitions to become a leader in the electric luxury space. The announcement coincides with updates to its Reimagine Strategy which will reposition them as an “electric-first, modern luxury carmaker” by 2030.
As part of JLR’s updates, the company says they’re repositioning themselves as a “Houses of Brands” with four brands: Range Rover, Defender, Discovery, and Jaguar. The move, according to the company, will amplify and add distinction to each brand which means they’ll likely be targeting different market segments and price points.
Jaguar, the brand’s new “modern luxury brand” will re-launch with three models starting with a four-door GT built on its own unique platform, the JEA (Jaguar Electric Architecture). More information will be released throughout this year with a market launch slated for 2024 and customer deliveries starting in 2025. However, JLR mentioned that it will offer up to 700 kilometers and will start at around £100,000 (P 7 million).
Another platform that JLR announced is their new medium-size SUV architecture: the Electrified Modular Architecture or EMA. While the company will keep the Modular Longitudinal Architecture (MLA) on which the current Range Rover and Range Rover Sport are built on, EMA will now join the family as a purely electric platform.
Speaking of Range Rover and Range Rover Sport, the company says it’s on track to launch the all-electric versions of their luxury SUVs later this year.
Finally, in order to accommodate JLR’s push towards electric mobility, its Halewood plant in Mereyside, UK will become an all-electric production facility. Meanwhile, its Engine Manufacturing Center in Wolverhampton, UK, which currently produces the Ingenium line, will also produce electric drive units and batteries.
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