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Last week, Jaguar Land Rover (now JLR) announced their ￡15 billion investment strategy. At the same time, they implied the Land Rover brand was about to disappear. The fan community flabbergasted.
Well, after talking to a JLR employee, I believe I can shed some light on what is really going on.
REIMAGINE STRATEGY
It all began with the introduction of the Reimagine Strategy in 2021. Redefining brand values is a priority, but the main purpose behind the strategy is the electrification of the Range Rover and Jaguar brands.
During the transition period, we have seen the launch of two acclaimed luxury Range Rover and Range Rover Sport models alongside the Defender family. The latter of which is experiencing record sales volumes.
Considering the effects of the pandemic and supply chain shortcomings, the company increased production of the most profitable models and delivered a profit.
HOUSE OF BRANDS
The House of Brands concept is designed to lend more identity to each of its model line-ups: Range Rover, Defender and Discovery.
However, trademark law prevents JLR claiming, for example, Discovery as a stand-alone brand, because this could conflict with other existing brands. Therefore, Land Rover and Discovery will remain inseparable. The same applies to Defender and Range Rover.
An example of brand hierarchy began as early as 1970 with the introduction of the Range Rover, the first luxury SUV. It was never a case of talking about the Land Rover Range Rover, just Range Rover. Yet the Land Rover logo has been there since day one.
Even if the Land Rover logo becomes less prominent, it will continue to give the brands authenticity and purpose, while reinforcing their off-road credentials.
LUXURY ELECTRIC VEHICLES
The most significant takeaway from the recent press release is JLR’s commitment to accelerate their electrical evolution and become net zero carbon by 2039.
The Merseyside manufacturing plant and the next generation medium-size luxury SUV architecture will be fully electric. Order books for the new battery powered Range Rover will open later this year for delivery in 2025.
This enables JLR to deliver their luxury electric future, develop new skills, and reaffirm their commitment to be net zero carbon within the timeframe.
THE BRAND LIVES ON
How the future of the Land Rover logo will evolve is not entirely clear. But, it seems the iconic green oval will not disappear any time soon.
2023 marks the 75th anniversary of “The Land Rover.” So let’s pay tribute to the people who made it all possible and the milestones the brand has achieved since its introduction in April 1948.
