Land Rover to be no more?

"A 2015 Land Rover Defender 110 XS TD DC" by DeFacto is licenced under (CC BY-SA 4.0) https://commons.wikimedia.org/wiki/File:Land_Rover_Defender_110_XS_TD_DC_2015_-_front.jpg

Land Rover as we know it is changing. Once the brand name that sat a top as the over arching name amongst all the Land Rover and Range Rover models, in a company written statement, JLR (Jaguar/Land Rover) said "We are not losing the Land Rover name; its spirit is—and will continue to be—a crucial part of our DNA,". The company is going through a rebranding process at the moment, as a part of this, most of the Land Rover models, the Defender, the Discovery, and the Range Rover sub brand will all be split off to there own brands.

"Range Rover Range" by harry_nl is licneced under (CC BY-NC-SA 2.0)

https://www.flickr.com/photos/harry_nl/12109119353/in/photostream/

Jaguar will stay it's own brand and the Land Rover models will become a "House of Brands". It is unsure as to if this will actually help the company gain market share in the any of the segments they are aiming for, especially in the case of Jaguar, a brand who ten years ago was a real innovator and is now barely hanging on in a sea of German competition. This comes along side a slew of other announcements including an all-electric production factory in the U.K, and a new SUV platform. Will it work? That remains to be seen, but if you ask me, it will muddle the Company's brands.