Following its recent announcement to rebrand Jaguar Land Rover, the automaker has now revealed the new official logo. JLR stated that the new logo embodies "elegance, modernity and the company’s forward-thinking essence".
JLR: New Logo
The new JLR logo is relatively simple with a minimalist design. It is also the first time the company has had a single logo. However, the brand confirmed that the new identity will not be on any of their models, instead appearing only on the brand’s revamped dealerships and website.
During the new logo unveil, JLR stated that the "Land Rover brand will remain a key part of the company’s DNA". While earlier reports suggested that the new logo will be used for the cars as well, the automaker confirmed that it will still use the signature oval badge on its models.
JLR Chief Creative Office Gerry McGovern stated that the Land Rover badge will become a “trust mark” for the Defender, Range Rover and Discovery brands. A trust mark is a logo that appears on official documentation, helping to reassure the customer about the brand’s quality.
McGovern added, “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. We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”
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JLR: Jaguar Gets Renewed Emphasis
While Land Rover will still produce ICE-powered vehicles, its sister brand Jaguar is transitioning into a pure-electric luxury car maker. Jaguar CEO Adrian Mardell stated this is something “very personal” and “unfinished business” for him. He also said, “The Jaguar of 32 years ago is where we’re going back to and the right place for us to be."
JLR: Order Backlog To Reduce Soon
JLR currently has a record 200,000 order backlog. More than 75% of the orders are for the new Range Rover, Range Rover Sport, and the Land Rover Defender. Adrian Mardell said that this has started to reduce, with JLR building stronger and deeper relationships with chip manufacturers. He also stated that the future supply of chips is now secured, and will start deliveries soon.