2023-06-02 11:55:53
Jaguar-Land Rover changes its name to become JLR in order to position itself as a manufacturer of luxury electrified cars. Four different brands will be housed under the initials: Range Rover, Defender, Discovery Jaguar.
The reborn JLR will invest 15,000 million pounds (17,485,950 million euros) worldwide for its transition to the new electric age. Some of the novelties are the conversion of the Halewood plant, in the United Kingdom, into a fully electric production factory.
In a presentation to the media, Luis Antonio Ruiz, President of JLR in Spain and Portugal, reaffirmed the company’s commitment to the Reimagine strategy, which will position the company as a manufacturer of modern luxury electric cars by 2030. A path that has to lead to reaching net cash in fiscal year 2025 and double figures in the profit margin before interest and taxes by 2026.
JLR sales last year were 5,359 vehicles in Iberia (4,138 in Spain), which translated into a turnover of 460 million euros for the Hispanic division of Jaguar-Land Rover.
The first new generation mid-size modern luxury SUV will be an all-electric model from the Range Rover family to be launched in 2025 and built at the Halewood factory in Merseyside, in an initiative that reaffirms JLR’s commitment to the future of the UK car industry.
As Europe transitions to fully electric and some markets accelerate their path to electrification, JLR will maintain its Modular Flexible Longitudinal (MLA) platform on which Range Rover and Range Rover Sport are built with an internal combustion engine (MCI) offering. ), HYBRID and battery electric vehicle (BEV). This will give JLR the flexibility to tailor its range of vehicles to the needs of different markets around the world, which are moving at different speeds towards carbon neutrality targets.
Luis Antonio Ruiz, CEO JLR Spain and Portugal
JLR has announced that the first of the three new Jaguars will be a 4-door GT model built in Solihull, in the West Midlands (UK). With a power of 500 CV, higher than that of any previous Jaguar, a range of up to 700 km and prices starting at 100,000 pounds (116,573 euros), the new Jaguar will be built on its own exclusive architecture, called JEA, and the design will be revealed in 2024, before going on sale in 2025.
The relaunch of Jaguar-Land Rover and the reordering into four independent brands will also affect the sales system. Each of the brands will have its own space. In this way, Jaguar will operate with five agents in Spain (one in Andorra and two in Portugal). The other three brands (Range Rover, Discovery and Defender) will be in 35 dealerships with 51 installations. A distribution that is clearly marked by the sales volume of each of the brands. Jaguar currently represents 17% and Land Rover 83%.
For populations with low per capita income and less than one million inhabitants, it is committed to facilities where second-hand vehicles will be sold. These spaces have a guaranteed volume of fleet units, they will have promotional and advertising support.
But JLR wants to move beyond offering luxury vehicles. They want the services that accompany acquisition and maintenance to also be a luxurious experience. It will also offer its clients the possibility of renting one of the fleet vehicles, for days, weeks or months. With delivery and collection at an official dealer and roadside assistance 24 hours a day.
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