Jaguar Land Rover has relaunched with a new corporate identity and will now be officially known as JLR. The move is part of the luxury car maker’s Reimagine strategy, an $18.6 billion rebranding and upgrading process, Motor1 reports.
The iconic Land Rover vehicles will still carry the familiar green oval badge that has identified the much loved off roaders for more than 50 years. However, the new minimalist logo will be used as the main branding on the company website and marketing materials.
The company is investing heavily in creating next generation electric SUVs and the new corporate branding is intended to reflect the change of direction and ethos.
Professor Gerry McGovern OBE, chief creative officer at JLR, said: “Pivotal to our Reimagine strategy is the formation of the House of Brands, which is a natural evolution, with a purpose of elevating and amplifying the uniqueness of our characterful British marques.”
He added: “Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, over time, will build long-term high equity for our brands and long-term sustainability for JLR.” The new logo “embodies elegance, modernity and the company’s forward-thinking essence.”
Adrian Mardell, JLR CEO, said: “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
Fans of the classic Land Rover and Range Rover vehicles may have mixed feelings about the company’s new emphasis. However, McGovern has reassured customers that the Land Rover brand will “remain a key part of the company’s DNA”. This contradicts earlier rumours that the iconic logo would be completely phased out.
JLR has pledged to offer fully electric vehicles across its entire range by 2030.
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