Jaguar Land Rover has a new logo. It is a new corporate identity according to which the legendary Land Rover models move into brands under the new JLR “umbrella”, on the same basis as Jaguar.

The change was announced in mid-April and was unveiled as part of JLR’s $18.6 billion Reimagine strategy. Given that amount, it’s clear that JLR is doing much bigger things than a simple logo change. Manufacturing facilities are being upgraded and overhauled for the electric future, and the manufacturer has plans to move quickly in that direction. Details are already known about JLR’s next-generation ELR platform for electric SUVs, which will be used by the electric Range Rover planned for 2025. From Jaguar’s side of the fence, a new JEA platform is coming for three new electric cars, including a four-door GT that will have more power than any Jaguar production model in history.

Now, the new logo is here. The first to be unified instead of being run separately for the Jaguar and Land Rover brands. However, it will not appear on cars, just as the Stellantis logo does not appear on Opel, Peugeot and Citroen cars. Defender, Discovery and Range Rover are branded as brands, but that doesn’t mean JLR is abandoning Land Rover’s 75-year history. The SUVs will continue to carry the Land Rover badges and the name will remain a heritage marker for the company. Executives envision JLR as the brand house for distinctive British luxury cars.

Source: Jaguar