Currently reading: Jaguar Land Rover reveals new logo for JLR rebrand
The company will market its cars under four brand umbrellas: Range Rover, Discovery, Defender and Jaguar

Jaguar Land Rover's all-out reinvention gathers pace as it reveals the new logo for its new official name: JLR.

It is a simple motif in line with the minimalist styling ethos of JLR's products and dealerships, and is said to embody "elegance, modernity and the company’s forward-thinking essence". 

It is the first time the company has ever officially had one logo, rather than using the separate Jaguar and Land Rover brands. It will not appear on any cars, however, much like Stellantis does not appear on any Vauxhall, Peugeot or Citroën products, for example. 

In unveiling the new logo, JLR reiterated that the "Land Rover brand will remain a key part of the company’s DNA", and the trademark oval badge will not disappear from its portfolio, contrary to earlier reports. 

Speaking in April at a wide-reaching company update presentation, CEO Adrian Mardell confirmed the rebranding of the company away from Jaguar Land Rover, where the cars are created under two brands “making magic in the Midlands”, and instead calling itself JLR, a "house of brands" with cars created under Range Rover, Discovery, Defender and Jaguar names.

Jlr new logo house of brands

Land Rover will become a “trust mark” for the Defender, Range Rover and Discovery brands, said chief creative officer Gerry McGovern.

“The reality is Range Rover is a brand and so is Defender,’” said McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it.

“We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.” 

On the rebirth of Jaguar as an electric-only luxury brand, Mardell said this was something that’s “very personal” and “unfinished business” for him, having originally joined Jaguar 32 years ago. “The Jaguar of 32 years ago is where we’re going back to and the right place for us to be."


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Mardell acknowledged that JLR had been “quiet” over the past couple of years as it battled several key global challenges faced by the whole industry, most notably semiconductor chip supply.

Mardell said this was now easing, while confirming that JLR had stronger and deeper relationships with chip suppliers off the back of the crisis with future supply secured, and that it was able to start delivering models within its record 200,000-strong order bank, more than three quarters of which are of the Range Rover, Range Rover Sport and Land Rover Defender models.

Mark Tisshaw

Title: Editor

Mark is a journalist with more than a decade of top-level experience in the automotive industry. He first joined Autocar in 2009, having previously worked in local newspapers. He has held several roles at Autocar, including news editor, deputy editor, digital editor and his current position of editor, one he has held since 2017.

From this position he oversees all of Autocar’s content across the print magazine, website, social media, video, and podcast channels, as well as our recent launch, Autocar Business. Mark regularly interviews the very top global executives in the automotive industry, telling their stories and holding them to account, meeting them at shows and events around the world.

Mark is a Car of the Year juror, a prestigious annual award that Autocar is one of the main sponsors of. He has made media appearances on the likes of the BBC, and contributed to titles including What Car?Move Electric and Pistonheads, and has written a column for The Sun.

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K2trekker 4 June 2023

Just imagine if bmw changed their branding, every petrolhead would be furiously mas******ing over the result just as they do over whatever ugly car Stuttgart puts in its dealerships. 

Rocky1945 4 June 2023

The new logo looks like a Land Rover with bits falling off. Apt?

Commenter 3 June 2023
If discovery is considered a brand, it will need a model name behind it as the smaller sport does in discovery sport. Shortening the corporate name may bring jlr more attention as IBM did a long time ago. It also goes against the practice used by fuso which puts its name on all Mitsubishi trucks as was MMC on all Japan market cars. Gwm still does this regardless of whether they are wey, Great wall or ora branded vehicles, which may cheapen the image of non great wall branded vehicles.