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Do you think that one day the Land Rover brand will cease to exist?

At the 2023 Shanghai International Auto Show, Jaguar Land Rover unveiled the booth with Jaguar F-TYPE 75th Anniversary Collection version, Jaguar XFL gilded version, new range Rover Star vein and Guardian, Discovery, range Rover and Jaguar models, presenting a glamorous feast of "new modern luxury" with a strong product lineup.

In addition to unveiling a number of new products, Jaguar Land Rover also announced the start of brand rebranding. Adrian Madl, chief executive of Jaguar Land Rover, said Jaguar Land Rover would comb its brands and launch a new brand family strategy, made up of four major brands, namely range Rover, Land Rover, Discovery and Jaguar.

In other words, the Land Rover brand will be divided into three, the original three series of range Rover, Land Rover, Discovery will be upgraded to three independent brands, while Jaguar will still be an independent brand. However, Jaguar Land Rover also stressed that Jaguar Land Rover is still a corporate brand, Land Rover has not disappeared, but will not appear in the product.

It is understood that when the three major product series become independent brands, they will have different market positioning, such as Range Rover focusing on luxury, Defender focusing on hard off-road, and Discover focusing on building a "lifestyle" crossover. Pan Qing, CEO of Jaguar Land Rover China, said that through brand reshaping, we can strengthen their personalized expression for four independent brands, so as to create the uniqueness of the brand, and at the same time achieve clearer differentiation with other brands in the market, and differentiation is the most effective way to get rid of the market volume and win user recognition.

Land Rover is not just a brand name, it focuses on the positioning of high-end SUV and becomes the Dream Car in the eyes of many fans, so why make such a decision?

The positioning of luxury brands is not as good as that of market competitors, and traditional fuel vehicles do not sell well. In 2022, the top five domestic mainstream luxury brands sold 791985 BMW, 751714 Mercedes-Benz, 642548 Audi, 185317 Cadillac and 183936 Lexus, while Jaguar Land Rover was at a disadvantage, including 67,852 for Land Rover and 20,855 for Jaguar. In addition, new energy vehicles continue to be popular, and Land Rover has released two new energy vehicles, but sales are not good. From November 2021 to November 2022, it was found that 708 sports new energy vehicles were sold, while range Rover Aurora New Energy sold no more than 100 vehicles a month.

As early as January 2021, Jaguar Land Rover unveiled a new global strategy to reshape the future. According to the strategy, Jaguar Land Rover will be committed to a more flexible business operation model, with the goal of becoming the world's most respected product and service innovator, serving the most respected consumers. and set a new benchmark for the development of environmental, social and community influence in the field of luxury cars.

In terms of the Land Rover brand, it adheres to the spirit of adventure as a link to resonate with consumers, maintains the classic product portfolio of the three families of range Rover, Discovery and Guardian, and continues its position as a leader in all-terrain SUV. In the next five years, Land Rover will launch six pure electric products, and the first pure circuit rover will be launched in 2024. As for the Jaguar brand, it will upgrade to an electric luxury brand in the future.

It takes courage to change, especially in the environment of competition in the Chinese market, in the face of the wave of new energy and intelligence, as well as the high-end trend of the Chinese brand SUV, Jaguar Land Rover will certainly encounter new challenges. Pan Qing, president and chief executive of Jaguar Land Rover China, said that rebranding is a difficult task. "our policy is to 'run fast in small steps', keep trial and error, and upgrade iteratively".

In 2009, when the TV series "snail dwelling" was a hit, the hero drove a range Rover and said, "cars are men's legs, and red-blooded men want to have a Land Rover." this sentence made Land Rover a desirable model for many people. Times have changed, and Jaguar Land Rover regards "reshaping the future" as the future direction, but for consumers, pure electricity + Land Rover will still be pure Land Rover?

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