The Jaguar brand will cease to be a premium car manufacturer following the restructuring of the Jaguar Land Rover business.
Back in the summer, the manufacturer announced a new development strategy until 2030, within which it is planned to completely switch to electric vehicles.
Therefore, as part of the restructuring, the Land Rover brand will cease to exist, and three brands will take its place at once: Discovery, Range Rover and Defender.
And the Jaguar brand will cease to be a premium car manufacturer. Instead, he will focus on assembling luxury cars. The first model will be a sedan powered by an electric GT class, it is positioned as the most powerful Jaguar in history.
Also, instead of the long name Jaguar Land Rover the abbreviated JLR will soon be used officially. These changes were explained by the inconvenience of such long names. Often in conversation, instead of the full Land Rover Range Rover Velar, they use an abbreviation without the first two words.
The company believes that the rebranding will not affect customer perception.
Flagship models will retain the MLA platform, which supports electric propulsion. And the younger models, in turn, will be fully electric.
Author:
Natalia Gormaleva
Source: RB
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