First bespoke emblem for 55-year-old luxury brand as JLR advances 'House of Brands' strategy
JLR has revealed a bold new logo for the Range Rover brand, as it prepares to launch the luxury SUV marque's first electric car later this year. Appearing in a recent presentation to investors, the new emblem – featuring a pair of Rs in the brand's trademark minimalist, wide-set font – is the first designed for the Range Rover brand since it launched its first car in 1970.
All five generations of the flagship Range Rover, and its Range Rover Sport, Velar and Evoque offspring, have simply had the brand's name spelled out across their front and rear, usually with a small Land Rover badge off to the side. Range Rover has been split out as one of four JLR sub-brands – alongside Jaguar, Discovery and Defender – as part of the company's new House of Brands strategy, wherein each of those four model lines is operated as its own business, with their own bespoke branding, positioning and marketing strategies. As part of this strategy, the Land Rover name will take on a new role as a 'trust mark', the company has said - meaning it will continue to be used in reference to the drivetrains and technology in the company's SUVs, but will no longer be pitched as the parent marque. Nonetheless, CEO Adrian Mardell has previously emphasised that Land Rover will remain an integral part of JLR's operations, and its name will continue to feature on the cars. "I really want to reiterate and put this on record that the Land Rover mark will remain," he said following the unveiling of the House of Brands strategy. "Among its many attributes, Land Rover is rightly synonymous with off road credentials, with technology capabilities, with significant and huge safety features. It is still integral to our business. It will remain visible on our vehicles. It will remain on our websites, in social media and at our retail sites." It is possible, then, that future Range Rover models could carry both emblems, with the new double-R featuring pride of place at the front and rear, instead of the spelled-out nameplate. The company's next new model is the electric Range Rover, launching later this year, but prototypes seen testing have yet to don any branding, so it is unclear whether the EV will wear the new badge. Jaguar has already revealed its new-era branding as part of the Type 00 concept unveiling, but Defender and Discovery have yet to receive their own bespoke badges. Range Rover's new motif was revealed alongside a dedicated 'Range Rover pattern' - a checkered design which includes the new 'R' design as a central element. It is unclear how this will be used, but one possibility is that the brand uses the pattern on its cars prominently – perhaps for the front grille or interior upholstery – as a means of differentiating its cars from more mainstream Land Rover models.
United States Latest News, United States Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Man tried ramming cars near Tesla plant in Range Rover loaded with pressure cooker, police sayThe 45-year-old man was charged Monday with two counts of assault with a deadly weapon, as well as a single count of felony evading an officer.
Read more »
2025 Range Rover Sport SV and Autobiography PHEV First Test: One Wild, One MildWith a powerful V-8 twin turbo, the 2025 Range Rover Sport SV is meant to be the wild child of the entire Range Rover portfolio. The PHEV? Total opposite.
Read more »
NHTSA investigating steering issue with Range Rover Sports | Car NewsThe NHTSA has opened an investigation into nearly 92,000 2014-2017 Range Rover Sports regarding a possible risk of front steering failure.
Read more »
Range Rover Sport SV lineup earns base modelEdition One and Two are done - now any Thomas, Richard or Harrison with £140k can get a 635hp Sport
Read more »
Range Rover Vogue TD6 | Shed of the WeekJust how lucky do you feel?
Read more »
New 615hp Range Rover SV Black completes setSport SV Black too aggressive? OCTA Black too off-roady? Land Rover finally goes full-fat
Read more »