The Jaguar Land Rover Group has announced that it is reorganizing its brands and changing its name in a bid to mark a break with the arrival of all-new electric models.

Thus, Jaguar Land Rover simply becomes JLR. Jaguar remains a brand in its own right, while Land Rover is split into three brands: Defender, Discovery and Range Rover. We want to cultivate the “unique” character of each of these brands and probably reduce the confusion associated with their name. This is all supported by investments of £15 billion (CAN 25 billion) over the next five years which will, among other things, ensure the transition of the vehicle assembly plant in Merseyside and the engine production plant in Wolverhampton. to electric.

It also foreshadows the arrival of the first-ever electric Range Rover, due later this year. A new electric midsize SUV is also in the pipeline for 2025, JLR says.

Elsewhere, Jaguar’s second electric model is in development for an unveiling scheduled for this year. It is specified that it will be the most powerful in the history of the English brand and will have a range of up to 700 km, presumably in the European measurement cycle. In pure Jaguar tradition, it will be a grand touring saloon. A transition that should do Jaguar a lot of good if the whole thing is orchestrated effectively.