Jaguar Land Rover (JLR) has revealed its new logo as part of its ongoing reinvention efforts. The minimalist design reflects JLR’s commitment to elegance, modernity, and forward-thinking. This marks the first time the company has a unified logo, representing both Jaguar and Land Rover brands. However, the logo will not appear on their vehicles.
Contrary to earlier reports, JLR has clarified that the Land Rover brand will continue to be a significant part of its identity. The iconic Land Rover oval badge will remain on vehicles, acting as a “trust mark” for the Defender, Range Rover, and Discovery models. Chief Creative Officer Gerry McGovern emphasizes the importance of maintaining clarity and equity within the luxury segment, with the Range Rover brand holding strong recognition.
JLR CEO Adrian Mardell expresses a personal attachment to the transformation of Jaguar into an all-electric luxury brand, considering it as unfinished business since his early years with the company. The aim is to bring Jaguar back to its former glory and recapture the essence of what made it great 30 years ago.
Regarding the order backlog, Mardell mentions that the situation is improving, with JLR having established stronger relationships with chip suppliers and securing future supply. As a result, the company can now begin delivering models from its substantial order bank, which consists mostly of the Range Rover, Range Rover Sport, and Land Rover Defender models.
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