Jaguar Land Rover Get New Brand Identity And Logo | V3Cars

Under a major brand overhaul, Jaguar Land Rover have released their new brand identity. The British conglomerate is now officially called ‘JLR’. Read on to understand this rebranding means for Jaguar and Land Rover customers.

Jaguar Land Rover Release New Logo And Brand Identity

JLR — The House Of Brands

JLR is no longer an abbreviation but the official corporate identity of Jaguar Land Rover. The brand calls it the house of brands, offering 4 sub brands — Range Rover, Discovery, Defender and Jaguar. The former three brands will offer a range of SUVs under their respective brands whereas Jaguar will herald themselves into an all-electric future starting 2024.

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Before you ask, no, the Land Rover badge is not going anywhere. While JLR have announced 4 sub brands, the traditional Land Rover brands, which are Range Rover, Discovery and Defender, will continue to adorn the Land Rover badge. Furthermore, it remains to be seen whether the conglomerete’s new vehicles get the new JLR logo or if it will remain just a corporate identity.

Commenting on the new identity, JLR CEO Adrian Mardell, said: “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”


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JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, added, “This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”

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Amit Saraswat

Born and brought up in Agra, he grew up reading magazines more than textbooks. With a keen interest in cars, he decided to make his future in automotive journalism and is currently helping in content at V3Cars.


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