The separate identities of Jaguar and Land Rover are set to reunite under the new name ‘JLR’. This initiative aims to consolidate the two brands into a unified ‘House of Brands’. Additionally, Jaguar will be reborn as an electric vehicle brand in 2025, famously transitioning to direct sales without dealer intermediaries, a first for luxury brands.
Jaguar Land Rover held an event on the 18th at the Signiel Grand Ballroom in Songpa-gu, Seoul, where they announced their strategy for modern luxury electrification in the Korean market. Leonard E. Hurnik, Chief Business Officer of Jaguar Land Rover, emphasized that “the market is highly competitive, with both domestic and international brands vying for market share,” noting that “Korea is a very important market for Jaguar Land Rover.”
Leonard went on to explain that, through the ‘House of Brands’ strategy, they plan to classify the previously split Jaguar and Land Rover into four distinct brands under ‘JLR’.
Within the JLR house, the brands will be divided into ‘Range Rover’, ‘Defender’, ‘Discovery’, and ‘Jaguar’. Models previously existing under Land Rover, specifically the Range Rover, Defender, and Discovery, will now be recognized as independent brands. Consequently, Land Rover showrooms will be adjusted to emphasize each independent brand.
To transition into an electric vehicle brand, Jaguar will cease sales by 2025. This marks a significant shift, as Jaguar will initiate direct sales without dealers lined up in support in advance of the 2025 re-launch as an electric vehicle brand. This move signifies their intent to engage directly with consumers.
Robin Colgan, President of Jaguar Land Rover Korea, explained, “To emphasize Jaguar’s luxury value, we plan to sell only a limited quantity to customers who specifically desire a Jaguar.” This strategy aims to elevate Jaguar to the status of ultra-premium brands similar to Bentley and Rolls-Royce.
Robin also hinted at the plans for a new four-door GT model to debut alongside the transition to a luxury electric brand in 2025: “The starting price will be 150 million won, and it is designed to cover a distance of 700 km based on WLTP standards.” This marks the beginning of Jaguar’s transformation into the electric vehicle market, with plans to develop a complete line-up of electric vehicles by 2030.
Lee Sang-jin daedusj@autodiary.kr