The British car manufacturer, Jaguar Land Rover (JLR), has decided to remove the name Land Rover from its title after 75 years, as part of its 'House of Brands' strategy.
The company will now focus on four brands: Jaguar, Range Rover, Defender and Discovery.
The announcement of the change was buried within a statement released yesterday, which emphasised the company's £15bn investment in electric models and products in the UK.
The Land Rover brand will not appear in the company's line-up of brands in the future. Instead, JLR will adopt a House of Brands approach, emphasising the unique character of each of its four brands.
JLR's chief creative officer, Gerry McGovern, said that the Land Rover name lacks equity compared to Range Rover and Defender, both of which are brands.
The Land Rover name will still feature on some models as a 'trust mark', but the company will focus on projecting the personality and individual purpose of each of its four brands.
This rebranding news comes not long after the household name Ford decided to remove the famous Fiesta from its line-up, so it may come as a shock to lovers of Land Rover that they are making this move.
However, this of course only impacts the brand moving forwards. The good news is you will still have plenty of opportunities in the used car market to buy a Land Rover.
AutoCoinCars has an abundant stock of Jaguar, Range Rover and Land Rover cars for sale.