Jaguar Land Rover has unveiled its new corporate identity, as part of its move to a House of Brands organisation.
The new brand identity aspires to remove ambiguity and bring to the fore the unique DNA of each of JLR’s brands – Range Rover, Defender, Discovery and Jaguar – as well as accelerate the delivery of the company’s vision to be Proud Creators of Modern Luxury.
Commenting on the new identity, JLR CEO Adrian Mardell, says it is exciting to unveil a new identity for the company as part of the House of Brands approach. “I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
JLR’s Chief Creative Officer, Professor Gerry McGovern OBE, says this is the next chapter of their Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”
The creative process behind the new identity focused on elegance, modernity and a forward-thinking essence to reflect the direction and ambition of the company. The descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
JLR reaffirmed that the Land Rover brand will remain a key part of the company’s DNA. Land Rover continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media and retail sites, underpinning the world-class Range Rover, Defender and Discovery brands.
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Geely Auto has been recognised in the S&P Global Sustainability Yearbook 2026 (Global), marking a significant milestone for the brand’s global sustainability efforts and the first and only Chinese vehicle manufacturer to make the list.
Volkswagen Motorsport driver Jonathan Mogotsi has earned his Nürburgring Permit A ‘Ring Licence’ to qualify to race in the legendary circuit’s 24-Hour from 18 – 19 May 2026.
While the decision to keep the repo rate unchanged offers a degree of short-term stability, if current global events continue for the long term, the prospects for a prolonged high-interest rate environment will place significant pressure on consumer affordability and, in turn, vehicle retail activity.
