The days of Jaguar Land Rover are officially over, at least in name. As of June 1, the UK-based luxury automaker is officially known as JLR. You can probably guess where the three letters come from, but this is more than just an abbreviation of a slightly awkward title. It's a new corporate identity that sees iconic Land Rover models transition to brands under a new JLR umbrella, on the same footing as Jaguar.
We first heard about this change in mid-April, presented as part of JLR's $18.6 billion Reimagine strategy. At that price, JLR is obviously doing more than just creating a new logo. Manufacturing facilities are being upgraded and overhauled for the electric future, and the automaker has plans to move swiftly in that direction. We already know about JLR's next-gen ELR platform for electric SUVs, slated to underpin the Range Rover EV in 2025. On Jaguar's side of the fence, a new JEA platform will also arrive that year for three new EVs, including a four-door GT that's said to have more power than any production Jag in history.
