Land Rover will fall to the wayside in favor of individualized Range Rover, Defender, Discovery, and Jaguar brands.
as a vehicle brand. Instead, JLR's future SUV lineup will be grouped under three brand families—Range Rover, Defender, and Discovery—with the Land Rover name being retained as an overall 'trustmark' for off-road technology and capability.
The first of these is MLA Flex, which underpins the Range Rover and Range Rover Sport models launched last year. MLA Flex, which is intended for the larger SUVs - the MLA stands for modular longitudinal architecture - was designed from the outset to accommodate ICE, PHEV and BEV powertrains. The first pure electric version of the flagship Range Rover will appear in 2024.
JLR's goal, says McGovern, is to become the creator of the world's most desirable luxury brands, and this is what is driving what he calls a 'house of brands' strategy that will allow JLR to elevate the unique characteristics of each of its four uniquely British nameplates.
The reinvention of Jaguar, dubbed"Project Renaissance" will involve a radical visual re-imagination of the brand, says McGovern."It's not that the designs [of the outgoing cars] were bad. They were part of the strategy to increase Jaguar's mainstream appeal." But he acknowledges there's risk involved.
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