The latest act, in order of time, took place a few weeks ago when the new corporate identity was unveiled. From Jaguar Land Rover to JLR. (Here all our posts about Jaguar Land Rover)
JLR, a broader vision
Not just a play on words but a key step in the group’s history that is part of a broader vision. Yes, because there are many objectives and all of them very ambitious. Starting with the most important one, which is to become, in terms of processes, products and supply chain, a carbon neutral company by 2039. Translated, this means a new way of approaching and understanding the concept of mobility without renouncing the values and tradition of a company that has become a leader at the top end of the market. Proof of this is the success of the Defender, Range Rover, Discovery and Jaguar brand models in recent times. But the best is yet to come.
Aiming for zero emissions
At the heart of this transformation process, electrification certainly plays an important role. A theme that has become so central to the strategy that, for example, it has led Jaguar to produce only and exclusively electric cars. Not a simple declaration of intent but a real choice that will characterise the path of the British brand starting as early as 2025 when the first model of the new course will be released, a four-door GT with more power than any previous model and a range of up to 700 km (430 miles). The same applies to Range Rover, Discovery and Defender, which will have an exclusively electric model in their range by 2030. This philosophy is best summed up in the words of Adrien Mardell, CEO of JLR, who said:
“Two years ago we launched our Reimagine strategy and since then we have made great progress, including the launch of two highly acclaimed new Modern Luxury models, the Range Rover and Range Rover Sport, which join the Defender family, for which we are seeing record demand. We were able to achieve this while facing the headwinds of pandemic and chip shortages, profitably increasing production of our most profitable models to turn a profit in Q3. Today I am proud to announce that we are accelerating our electrification journey by making one of our UK plants and our next-generation architecture dedicated to mid-size luxury SUVs fully dedicated to electric propulsion. This investment will enable us to realise our Modern Luxury vision of future electrification, developing new skills and reaffirming our commitment to becoming a carbon neutral company by 2039”.
JLR, £15 billion investment
To bring this vision into reality, JLR has decided to put on the table an investment of £15 billion over the next five years. Resources that will be allocated to industrialisation processes, the development of digital technologies, including those for autonomous driving and artificial intelligence. And last but not least in staff training. The theme of sustainability also finds an important shore on the design front, which, in the case of JLR, becomes the most important key to defining the concept of Modern Luxury in form, substance and feel.
“With the Range Rover, the luxury SUV par excellence, which will be pre-orderable in a purely electric version later this year, and the first of three breathtaking all-electric Jaguar models to be launched in 2025, we are entering an incredibly exciting new era of electrification that will further connote Jaguar Land Rover as a Modern Luxury company,” Mardell reiterated.
The Group CEO’s words are echoed by Professor Gerry McGovern, JLR’s Chief Creative Officer: “At the heart of our Reimagine strategy is the creation of the House of Brands, which is a natural evolution designed to elevate and amplify the uniqueness and personality of our British brands. JLR’s ultimate ambition is to enable truly emotionally engaging experiences for our customers that, over time, will create high equity and long-term sustainability for our brands and our business.
A new stylistic strand
A new stylistic strand that began with the launch of the new generation Range Rover, followed in spring 2022 by the new Range Rover Sport and, most recently, the new Velar unveiled in spring this year. Projects united by the desire to get off the beaten track and explore new forms and expressive territories. Research work that has allowed JLR to coin a new style that embraces a modernist vision of design. “Our vision follows the philosophy of a modernism based on formal cleanliness.
The research work is aimed at eliminating superfluous elements without affecting the identity and recognisability of the object, which remains immune to the passing of time. We are far removed from the fashions of the moment and from anything that is part of a logic of ostentation. The concept of luxury, in our case, eschews stereotypes and instead goes in the direction of giving our customers a unique experience,” said Massimo Frascella Head of Design at JLR. It is the dawn of a new era where design, sustainability, and technological innovation will design a new driving experience strictly made in JLR.
Matteo Zaccagnino
