Defender, Discovery, Range Rover, Jaguar are brands under JLR
We previously heard about Jaguar Land Rover's plan to make the Defender, Discovery and Range Rover transition to a brand alongside Jaguar in their restructuring strategy back in April. Now, that change has been made official.
Jaguar Land Rover is now known as JLR. They have revealed their new corporate identity, which already appears on their official website.
Also, Land Rover pages are starting to adopt the new branding scheme. Defender, Discovery, and Range Rover are now listed as brands on the UK and USA websites with a small Land Rover logo at the bottom of the page. The Philippine website of Land Rover is still the same, but we reckon it will soon adopt the layout of the UK and USA pages.
JLR said they will not be removing the Land Rover logo in the new Defender, Discovery, and Range Rover brands. Instead, the logo will stay there to honor the heritage of the company. Likewise, the Land Rover logo will still appear on their online platforms.
The transformation is part of JLR's USD 18.6 billion Reimagine plan, which also involves the retooling, upgrading, and overhaul of their manufacturing facilities to become an electric-first luxury brand by 2030.