9/11/2023 0 Comments Jaguar land rogerHow else to explain that Rover, the name of vehicles that were all but unsellable a generation ago, is swimming in investment today while haughty Jaguar finds itself on a short leash? A new look and attitude buy more second chances than they probably should. In JLR’s favor: Buying a car is an emotional affair. If the products don’t deliver, it doesn’t matter how clever your messaging, how smooth the lattes in your boutique dealerships - people will figure that out, too. Get them right and the public perception will follow. It’s fair to view highly publicized “rebranding” campaigns skeptically. Rover will keep building internal combustion-powered Range Rovers and Range Rover Sports using the current MLA architecture as long as demand lasts. They will probably have the lowest starting price. They’re family vehicles, offering more room and less extravagant luxury - at lower prices - than Range Rover.ĭefenders will have to carry the flag for off-road capability. Many brands covet that heritage, but it’s reasonable to expect the Discovery family to have few pretensions of off-road capability. Downplaying the original name and badge is a risky distancing from the ready-for-anything image Land Rover has cultivated. Official information about them ends at the names, and the fact that the Land Rover badge will appear somewhere to establish a link between the new EVs and eight decades of rugged rock climbers. The EMA should also be the basis of EVs for the Discovery and Defender brands. Given that prices for the current gasoline-powered Range Rover can top $200,000, the sky’s the limit on pricing. First out of the chute will presumably be a Range Rover high-luxury SUV dealers will start taking orders for it later this year. JLR’s new Electrified Modular Architecture will underpin several midsize electric SUVs, with production beginning in 2025. Morphing into a boutique brand of ultraluxury electric cars may not be the answer, but I haven’t heard any better suggestions. Repeated attempts to expand Jaguar downward to compete with cars like the BMW 5-series and 3-series have failed. For Jag’s sake, I hope they cost more, not less, than the Grand Tourer. JLR says it will cover 430 miles on a charge, though that projection is likely based on a more generous test procedure than U.S. Deliveries of the Grand Tourer will begin in 2025. Called JEA - presumably Jaguar Electric Architecture - look for it as the basis of the two other electric Jaguars JLR promises. The Grand Tourer will be based on a new architecture that will underpin only Jaguars. The first electric Jag will be a four-door Grand Tourer, a European term open to wide interpretation: The only requirements are that it be fast and luxurious, a road-tripper for the 1%. Converting an English engine plant to produce EV drivetrains.Converting the Halewood, England, assembly plant to EVs.Two new all-electric vehicle architectures: one for Jag, one for several midsize Rover SUVs.Is JLR writing a new chapter in “How to Turn a Large Fortune into a Small One in the Auto Industry"? Tata plans to invest about $19 billion over the next five years to convert them to electric vehicles and create a new “House of Brands approach to accelerate delivery of modern luxury vision.” JLR’s been up and down since then, but Tata proved a good steward of the brands, expanding their model lines and improving quality, technology and design.
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