How much is an established brand worth? How much does it hurt sales to have a portfolio with confusing names? For Jaguar Land Rover, the second step was an obstacle for the car manufacturer to establish itself in the market. In that way, Land Rover announced this Thursday (20) that it will leave the scene and will begin responding to the group’s acronym: JLR – Jaguar Land Rover.
So there are no bigger model names like the Land Rover Range Rover SV Autobiography. For Gerry McGovern, CCO of JLR, the Range Rover brand was already well known and the Discovery division has also grown significantly.
“The truth is that Range Rover is a brand, as is Defender. Customers say they own a Range Rover. For a luxury car customer, you need absolute clarity. The Land Rover Range Rover SV Autobiography doesn’t offer this. We love the Land Rover, but it’s not as valuable as the Range Rover, and Defender has grown a lot.”
JLR will focus on electricity
It’s worth noting that Jaguar Land Rover – now JLR – aims to be the first luxury brand to focus on electric vehicles by 2030.
To achieve this goal, the company will adapt its factory in Halewood, England, to produce only electric cars. One of the first in this wave will be the Range Rover Sport, following the electric model of the model, which beat hybrid versions in Brazil this week.
Another that should start using only electric motors will be the Range Rover Evoque, which will arrive in its third generation next year, the year JLR is expected to present its first electric car. Still in 2024, Jaguar will also launch an electric sedan.
Along with the overall facelift, the new SUV will use the EMA platform, one of the three bases designed for electric models in the JLR group. The new platform will be shared by the Discovery Sport and will also be used for plug-in hybrid variants, as, according to the manufacturer, it can take an “internal combustion engine”.
Overall, for the next five years, JLR intends to make an investment of 15 billion pounds, equivalent to R$ 94 billion in direct conversion.
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