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A few days ago, JLR Land Rover announced a new logo-- Jaguar Land Rover official announced a new logo-- JLR, the new logo is a concise design, made up of the acronym "JLR" of JAGUAR Land Rover (Jaguar). In the future, Jaguar hopes to eliminate the fuzziness of the previous Jaguar and Land Rover brands and create four sub-brands: range Rover, Guardian, Discovery and Jaguar. Earlier, Jaguar Land Rover announced that it would split the original Land Rover brand into range Rover, Guardian and Discovery.

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.

At present, the official website page of American Land Rover has changed from previous models to "RANGE ROVER", "DEFENDER" and "DISCOVEERY". Click on the corresponding brand to see the relevant models, including range Rover, Sports version, range Rover Star vein, range Rover Aurora; Guardian brand includes Guardian 90, Guardian 110, Guardian 130; Discovery brand includes Discovery and Discovery Sports version.

After the transformation, JLR will weaken the previous brand symbolism of Land Rover, namely "LAND ROVER", and vigorously strengthen the brand image of Range Rover, Defender and Discovery. Although Jaguar Land Rover officially says the "LAND ROVER" logo will not disappear and will remain on vehicles, websites, social media and websites, it will gradually become a spiritual totem of range Rover, guard and vehicle discovery in the future.

The launch of the new JLR brand logo is part of its global strategy to reshape the future. 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 the next five years, Land Rover will launch six pure electric products, and the first pure circuit rover will be launched in 2024. Jaguar will upgrade from its existing positioning to an electric luxury brand. The main attraction is still the design language with great emotional charm and the groundbreaking new technology. Jaguar brand hopes to fully release the potential of the brand and interpret the new luxury positioning. By 2031, all Jaguar and Land Rover models will be available in pure electric versions. About 60% of Land Rover models have achieved zero emissions, while the Jaguar brand has been transformed into an electric luxury brand. By 2039, Jaguar Land Rover will achieve its net zero carbon emissions target. To achieve this long-term vision, Jaguar Land Rover has also launched research and development of clean fuel cell technology and plans to conduct simulation tests on roads in the UK.

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".

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