Last year Jaguar Land Rover announced an expensive rebranding. The company shortened its corporate name to JLR, turned its Land Rover models into individual brands, and teased Jaguar's electrified future. The company's $18.6-billion investment will include an effort to take Jaguar upmarket, which will put the price of its first electric vehicle at over £100,000 ($125,000 at today's exchange rate).
