Jaguar Land Rover to be renamed JLR; Range Rover EV coming soon
British luxury marque Jaguar Land Rover has announced its plans to accelerate electrification and has chosen to make over its corporate image under its Reimagine strategy. With this, Jaguar Land Rover will officially rebrand itself as JLR. It will also be a "House of Brands" to sell its cars under new brands, such as Range Rover, Jaguar, Discovery, and Defender. Notably, the all-electric Range Rover is due for a global debut later this year.
JLR electrification strategy
JLR has announced that it will open its order books for the all-electric Range Rover later this year. This Range Rover EV will be produced at the Halewood facility and will see its market launch in 2025. Speaking of the plant, in order to accelerate EV push JLR's Halewood plant in Merseyside, the United Kingdom, will become an electric vehicle-only (EV) production facility.
Not to mention, JLR will also rename its Engine Manufacturing Centre in Wolverhampton, the UK, to Electric Propulsion Manufacturing Centre. This facility produces internal combustion engines, famously known as Ingenuium. In the future, it will produce electric drive units and battery packs for its new-gen vehicles.
Moreover, JLR intends to invest £15 billion over five years in its industrial footprint, vehicle programmes, autonomous technology, artificial intelligence, digital technologies, and people skills. Meanwhile, its Electric Modular Architecture will now be pure electric-only. However, JLR will keep the Modular Longitudinal Architecture (MLA), which is used in the Range Rover and Range Rover Sport.
Upcoming JLR EV
Under the brand Jaguar, JLR has already announced to bring three new luxury electric vehicles (EVs). The first of three Jaguar EVs will be a four-door GT produced in Solihull, the West Midlands, UK. With a new bespoke platform, JEA, it will generate power output more than any last Jaguar vehicle with a driving range of up to 700km (430 miles), says JLR.
Further, this new Jaguar four-door GT EV will be available with a starting price of £100,000 upon its global debut later this year. It will go on sale in select markets sometime in 2024, while the deliveries will commence in 2025.
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