Jaguar Land Rover major rebrand

21 April 2023 | David Young

Jaguar Land Rover has announced it will rebrand to JLR, with cars branded as Range Rover, Discovery, Defender and Jaguar

Jaguar Land Rover major rebrand

The move forms part of the company's £15bn investment into electrification, which will also see its production plant in Merseyside developed into an all-electric facility.

JLR chief executive Adrian Mardell said: "I am proud to announce we are accelerating our electrification path, making one of our UK plants and our next-generation medium-size luxury SUV architecture fully electric.

"This investment enables us to deliver our modern luxury electric future, developing new skills, and reaffirming our commitment to be net zero carbon by 2039."

JLR's fully electric Range Rover SUV will be built at the Halewood plant in 2025, while its new Jaguar models would be assembled at the company's plant in Solihull with its existing engine manufacturing centre in Wolverhampton transformed into a hub for building electric motors and renamed the Electric Propulsion Manufacturing Centre. It will produce electric drive units and battery packs for JLR's next generation vehicles.

Meanwhile, the company's Castle Bromwich plant will provide body work for next generation electric vehicles.