They are moving away from the premium segment to try to conquer the luxury car sector. In addition to the name, the company’s strategy includes an upward repositioning of its products. Therefore, the Land Rover Range Rover or Land Rover Defender, formats that the brand considers unsuitable for the current market scenario, will be discontinued. In this case it is Ranger Rover, Defender and Discovery, which will lose the first name to keep only what until now was the model. Jaguar maintains its own identity and name regardless of the sub-brands that depend on Land Rover. It will be the official definition for a range of products divided into four ranges. It is a true statement of intent that anticipates everything that is to come for Jaguar-Land Rover, which has become JLR. It is an acronym that takes center stage and begins to name this brand from now on. This is how the evolution of its strategies is almost constant, as has just happened with a legendary name that has transformed itself to adapt to this environment. The automotive industry is one of the most dynamic that can be found, driven by the need to meet the demands of its customers.
Mobility is changing and so are drivers, so brands must change simultaneously.
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