There are big changes ahead for Jaguar Land Rover (JLR) as the company begins to roll out its Reimagine strategy to reposition its brands
in pursuit of financial goals for 2030.
Announced during its most recent press release to global media, JLR will now become a house of brands composed of Jaguar, Discovery, Defender, and Ranger Rover.
House of Brands
As the next step within the Reimagine strategy, it was revealed JLR will move to a House of Brands approach, to amplify the unique character of each of its brands: Range Rover, Defender, Discovery and Jaguar.
This means that Range Rovers products will be highlighted as their own brand. Ranger Rover has already made strides in this department with models like the Evoque, Velar, Range Rover, and Range Rover Sport. Models like the Defender and Discovery will also become their own brands within the house. Defender currently has three submodels: the 90, the 110, and the 130. Discovery currently has two: the Discovery and Discovery Sport. Jaguar itself aims to move further upmarket, towards the ultra-luxury segment. Its future models will reflect that new positioning, most likely being electric.
“Pivotal to our Reimagine strategy is the formation of the House of Brands, which is a natural evolution, with a purpose of elevating and
amplifying the uniqueness of our characterful British marques. Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, overtime, will build long-term high equity for our brands and long-term sustainability for JLR,” said JLR’s Chief Creative Officer, Professor Gerry McGovern OBE. “We have radically reimagined Jaguar as a modern luxury brand. The key to Jaguar’s transformation is that the designs convey that they are a copy of nothing.”
Part of this strategy involves introducing new models that are part of its next generation electrification roadmap. A new, all-electric Range Rover will be announced later this year. Next, Range Rover will offer a medium-size all-electric luxury SUV launching in 2025.
Jaguar, for its part, will unveil reimagined electric models to be launched in 2025. The first of which is a four-door GT with power output more than any previous Jaguar and a range up to 700-km.
JLR will continue to offer models with internal combustion engine (ICE), HYBRID and battery electric vehicle (BEV) options. This gives the company the to adapt its vehicle line up to meet the needs of different markets around the world, that are moving at different speeds towards carbon net zero targets.
All these changes are hoped to reposition the company as an electric-first, modern luxury carmaker by 2030, as JLR makes strides towards its financial goals of achieving a net cash positive position by FY25.