Jaguar Land Rover will henceforth be recognized merely as JLR, the automaker confirmed Thursday in a press launch. The change drops Land Rover from the company title, though JLR emphasised that it’s going to not be dropped fully.

“The brand new model id aspires to take away ambiguity and convey to the fore the distinctive DNA of every of JLR’s manufacturers—Vary Rover, Defender, Discovery, and Jaguar—in addition to speed up the supply of the corporate’s imaginative and prescient to be proud creators of contemporary luxurious,” the discharge mentioned.

JLR brand

The brand new branding additionally features a new company brand (proven above). The corporate beforehand used the Jaguar and Land Rover logos facet by facet to characterize itself.

The change elevates the Land Rover fashions to the identical degree as Jaguar, unambiguously making them manufacturers in their very own proper. Land Rover had beforehand moved on this path by trying to create “households” of variants, including the Range Rover Sport, Evoque, and Velar alongside the normal Vary Rover, and the Discovery Sport as a companion mannequin to the unique Discovery. In our learn, autos will carry such names because the JLR Vary Rover, JLR Jaguar F-Tempo, JLR Discovery Sport, and JLR Defender 90.

Nonetheless, JLR confirmed the the Land Rover title will not disappear altogether.

2019 Land Rover Discovery Td6

“The Land Rover model will stay a key a part of the corporate’s DNA,” the discharge mentioned. “Land Rover continues as a world-renowned and essential heritage mark, remaining on autos, web sites, social media, and retail websites, underpinning the world-class Vary Rover, Defender, and Discovery manufacturers.”

The modifications to the company id come as JLR strikes to promote solely electrical autos by 2025 in addition to overhaul its lineup with new fashions, together with an electric version of the current Range Rover due in 2024 and an electric Jaguar four-door GT, seemingly in 2025.