British automaker Jaguar Land Rover has unveiled a refreshed corporate identity and logo, trimming its formal name to the initials JLR. The update was shared by the company’s press service as part of a broader branding refresh.
According to JLR, the new identity is meant to reduce confusion and underscore the distinctive DNA of each marquee within its portfolio, including Range Rover, Defender, Discovery, and Jaguar. The aim is to support JLR’s strategic vision of becoming renowned as creators of modern luxury vehicles, while clarifying how each brand contributes to the group’s overall identity.
Under the new branding, the corporate mark shows the letters JLR set against a white canvas. Nonetheless, Land Rover will not retire its traditional emblem entirely. The classic badge will remain on vehicles and continue to appear on the company’s official online presence, ensuring continuity for longtime enthusiasts and customers. JLR also affirmed that the Land Rover name remains a core component of the company’s brand DNA and a continuing source of recognition for its premium SUVs.
In related industry news, reports indicated that AvtoVAZ was preparing to begin the next phase of Lada production through its partnerships with Chinese manufacturers at the Tolyatti and Izhevsk facilities in 2024. This move reflected broader trends in the automotive sector toward global collaboration and localization strategies as brands diversify their production footprints to meet evolving demand and regional preferences.