Jaguar Land Rover has reimagined itself with a transformation to JLR, embracing a new corporate brand identity as it propels into a truly modern luxury business.

Chief Creative Officer, Professor Gerry McGovern OBE, encapsulates the rationale behind this move, stating, “The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”

Jaguar Land Rover Automotive PLC, now known as JLR, is a distinguished British multinational automobile manufacturer which primarily produces luxury vehicles and sport utility vehicles. With a rich history dating back to the 1930s, JLR is an industry stalwart.

Both Jaguar and Land Rover have had intertwining histories, coming together at different points in time under various parent companies - initially in 1968 under the British Leyland conglomerate, and later as subsidiaries of BMW and Ford Motor Company. In 2000, Land Rover was sold to Ford Motor Company, becoming a part of its Premier Automotive Group. Eventually, in 2008, both brands were acquired by Tata Motors, marking the establishment of Jaguar Land Rover.

Jaguar Land Rover has always been a symbol of British automotive prowess. It has its headquarters in Whitley, Coventry, UK, and its main activities revolve around the design, development, manufacture, and sale of vehicles bearing the Jaguar and Land Rover marques.

Throughout its existence, JLR has witnessed significant investment and expansion. This includes the addition of 1,500 staff at its Halewood plant in 2011, the creation of a new engine plant in Wolverhampton in 2011, and numerous other strategic initiatives aimed at enhancing production and capacity.

In addition to Jaguar and Land Rover, JLR also owns the rights to the dormant Daimler, Lanchester, and Rover marques. Over the past few years, under the leadership of Chief Executive Ralf Speth, JLR has significantly increased its investment in research and development, becoming the biggest R&D investor in the UK automotive business.

In 2023, JLR announced a significant rebranding, aligning its identity with its ambition of being a truly modern luxury business. The rebranding involves an emblematic evolution to JLR and the establishment of a House of Brands, reflecting its commitment to maintaining the unique DNA of each of its four brands - Range Rover, Defender, Discovery, and Jaguar. Despite the new branding, the classic Land Rover branding, an essential part of the company's heritage, will remain visible in various forms.