the new home of Jaguar, Range Rover, Defender and Discovery

Take note of this new player in the car market. This is JLR, a group that was born as a successor to Jaguar Land Roverand which will house –as they affectionately say– four ‘families’ as new independent brands grouped into Jaguar, Range Rover, Defender and Discovery with different potential customers and markets.

JLR is a group that was born with the need to satisfy various fundamental pillars in one andstandards of the highest quality and exclusivity in a market where there are more and more competitors premium. This company, however, does not define itself in this increasingly hackneyed segment, but wants to go further through a concept of modern luxury sustained in seven concepts: select, innovative, fluid, desirable, easy to use, sustainable and distinctive.

The main change in this whole situation is embodied by Jaguar. The brand, with Indian capital, will return to the super-luxury sector with a decisive and unique step towards full electrification. As of 2025, the brand will abandon the term models to fully enter this world with a GT saloon that promises to attract a lot of attention with 500 horsepower engines, autonomy of up to 800 kilometers and a price of more than 116,000 euros. This will be the first of the four models that they hope to release before 2027 and with which the brand hopes to return to the super-luxury segment.

Range Rover, for its part, will maintain its commitment to thermal until 2030 in a model that it hopes to present by the end of 2023 its first 100% electric SUV. The brand hopes to get a bestseller by 2025 with the irruption of its first SUV in a model that will not need the fuel boost either. Today, Range Rover is the advanced student of the four ‘families’ being the one that has given the brand the most joy in terms of sales with a spectacular final semester in 2022.

Later we found a Defend that you have a very defined identity and that he is thinking especially for those who like challenges. While the Discovery is the access model to JLR and it has yet to define its role, although the brand assures that it is a car that its audience will have.

The objectives

JLR hits the market as a breath of fresh air to the super luxury car market. It is a company that no longer seeks to be compared with Mercedes, BMW or Audibut rather wants to look into the eyes of kings of super-luxury like Rolls Royce or Bentley.

The brand will tackle an ambitious industrial and total renovation plan over the next five years through announced investments of £15 billion. All this will be spent on the creation of new models, on technologyAutonomous ogies, artificial intelligence and digitization. The ultimate goal of this super-luxury ‘megalodon’ is to leave a zero carbon footprint on the planet by 2039.

The JLR group sold 355,000 units worldwide last year and achieved a remarkable turnover of 22,800 million. In the Iberic Peninsule There were 5,359 registrations, 4,138 of them in Spain, with a turnover of 460 million.