Land Rover name to be ‘killed off’

[Hellers]

https://cardealermagazine.co.uk/publish/land-rover...

“As part of the changes, Jaguar Land Rover will also be known simply as ‘JLR’ as it aims to remove Land Rover from its title.

In a statement, the firm said: ‘JLR will move to a House of Brands approach, to amplify the unique character of each of its brands – Range Rover, Defender, Discovery and Jaguar – and accelerate the delivery of the company’s vision, to become proud creators of the world’s most desirable modern luxury automotive brands for the most discerning clients.’

Speaking at a presentation, JLR’s chief creative officer Gerry McGovern said: ‘The reality is Range Rover is a brand and so is Defender.

‘Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it.“


Brave or foolhardy?

[Drumroll]

Land Rover is no longer a "utility" car maker, it has gone "up market" so I suppose it makes sense.

[JW911]

Maybe Ratcliffe can buy the rights to the name.

[camel_landy]

This has been part of the long term vision for a while...

It started to head that way when we got the black LR oval on the Range Rover products, then the Discoveries had "Discovery" on the bonnet, rather than "Land Rover", Freelander was replaced with Disco Sport, etc.

M

[Hellers]

It just feels such a heck of a brand name with such heritage, just to bin completely!

[MesoForm]

camel_landy said:

This has been part of the long term vision for a while...

It started to head that way when we got the black LR oval on the Range Rover products, then the Discoveries had "Discovery" on the bonnet, rather than "Land Rover", Freelander was replaced with Disco Sport, etc.

M

There's a thread running in General Gassing and this is pretty much what they're saying - people don't say they drive a Land Rover Range Rover so JLR are just dropping the Land Rover bit.
https://www.pistonheads.com/gassing/topic.asp?h=0&...

[RizzoTheRat]

On the other hand it seems silly to cling to a name for it's heritage when you no longer make the thing that name's associated with. What was it, 30 years or so back they started with the Defender name? Having Land Rover and Range Rover made sense. Having Land Rover Defender, Land Rover Discovery and Range Rover made less sense. Having JLR Defender, JLR Discovery and JLR Range Rover makes a bit more sense.

[Mammasaid]

Already being discussed here

[Big Al.]

Mammasaid said:

Already being discussed here

Not a problem different forums.

[Panamax]

And Toyota have the much bigger "Land Cruiser" brand from which JLR want to distance themselves. The days when Land Rover and Land Cruiser were selling to a similar audience are long gone.