The drab new Jaguar Land Rover brand is already complicated folks By Joseph Foley printed 4 June 23 Sorry, it is now JLR.

4 months ago 3 min read

Jaguar Land Rover isn’t any extra. The British luxurious automotive maker is now merely JLR (no factors for guessing the place the letters come from). There is a new brand to accompany the change, and the design is easy and… nicely, easy.

Many followers of the manufacturers appear to be unimpressed. Some are getting distinct Nokia – dare I say even Kia – vibes, however that will partly be due to confusion concerning the brand shall be used for (see our decide of the most effective logos and the most effective automotive brand rebrands for ones that bought it proper).

The JLR brand has been in comparison with all the things from aftershave to an upmarket nightclub (Picture credit score: JLR)

So a complete decade after its merger, Jaguar Land Rover has abbreviated its identify to only three letters: JLR. It is so much simpler to say, however the accompanying brand is scary some harsh phrases on social media, with some evaluating it to the unimaginative generic look of an upmarket nightclub and even defining it as one of many worst rebrands in historical past.

Nicely if this isn’t one of the vital poorly conceived and executed rebrands. I don’t know what’s. Only a few manufacturers have the emotional reference to fans that Land Rover has, muddying the waters with advertising converse is daft.https://t.co/rS5lArZAmqJune 2, 2023

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“Nugatory. It’s both a Jaguar, Vary Rover or a Land Rover,” one individual wrote in response to a tweet from AutoExpress. “It seems so generic. Nearly just like the identify of an aftershave you see at duty-free,” another person wrote. “Good for a agency of accountants, which in fact the corporate truly is,” was one other response. Others have in contrast the choice to take away the vertical of the ‘R’ to the Nokia and Kia logos.

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The brand new Nokia brand (Picture credit score: Nokia)

A number of the reactions could also be because of a confusion about what the emblem shall be used for, with some folks fearing the brand new design shall be showing on automobiles. That is not going to be the case. The JLR brand shall be utilized by the corporate for its company enterprise, web site, press releases and the like. It is not anticipated to look because the badge on automobiles themselves, with each Jaguar and Land Rover persevering with to make use of their heritage names and logos.

Issues do get a bit complicated in a picture from the JLR web site. It lists the Land Rover sub-brands of Vary Rover, Defender and Discovery as a part of JLR on the identical degree as Jaguar, which requires it to make clear beneath them that they are a part of Land Rover. However we are able to no less than relaxation assured that the Land Rover and Jaguar names aren’t being dropped.

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The JLR brand above its household of manufacturers (Picture credit score: JLR)

Regardless of some awkwardness within the execution, the rebrand does make some sense, changing a really long-winded identify and resolving the inelegance of getting to all the time use two model logos side-by-side in communications. Chief inventive officer Gerry McGovern OBE says the thought is to create “a Home of Manufacturers, which is a pure evolution, with a objective of elevating and amplifying the individuality of our characterful British marques.”

That is all a part of JLR’s £15 billion ‘Reimagine’ technique. That funding is getting it greater than only a new brand, in fact. It is also upgrading manufacturing amenities with electrical automobiles in thoughts.

The information comes simply after we had been handled to a brand new Porsche brand. For extra automotive brand crimes see our piece on Automotive brand rebrands: the great, the dangerous and the ugly.