Jaguar Land Rover Rebrand To JLR Is Official, New Logo Revealed

Jaguar Land Rover Rebrand To JLR Is Official, New Logo Revealed

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The days of Jaguar Land Rover are officially over, at least in name. As of June 1, the UK-based luxury automaker is officially known as JLR. You can probably guess where the three letters come from, but this is more than just an abbreviation of a slightly awkward title. It's a new corporate identity that sees iconic Land Rover models transition to brands under a new JLR umbrella, on the same footing as Jaguar. We first heard about this change in mid-April, presented as part of JLR's $18.6 billion Reimagine strategy. At that price, JLR is obviously doing more than...