Jaguar, Land Rover Re-Focus Branding for New Models

The vehicles that Jaguar and Land Rover build are about to go through big styling chnages.

The Jaguar brand will focus on its upcoming XE compact sedan offering and a new crossover to help push sales of the overall Jaguar Land Rover brand to 750,000 by 2020. Set to debut later this year in Paris, the car will be based on a new lightweight architecture that will underpin the company’s future models. The XE will be the brand’s answer to the BMW 3 Series and will also play host to the new “Ingenium” engine family developed by the brand.

The same architecture will also be used on the crossover, which will be influenced by the C-X17 concept Jaguar unveiled last year. Jaguar’s choice to offer a utilty vehilce could theoretically cannibalize Land Rover sales, were it not for the company’s plan to push the products farther apart.

As for the Land Rover brand, expect to see a division of its offerings in order to better distinguish the brand’s lineup. According to JLR sales boss Andy Goss, Land Rover will offer three distinct lines of vehicles: Range Rover for luxury buyers, Discovery for mid-range offerings and the Defender line for entry-level shoppers.

Over time, the Land Rover name will be de-emphasized on Range Rover models, but the link to the brand will remain. The Range Rover line will consist of the flagship Range Rover, the Range Rover Sport and the Range Rover Evoque.

The Discovery range as we know it will include the Freelander models and serve as a mid-range option while the Defender will serve as entry-level products for the brand globally.