Land Rover has launched a historic transformation process to redefine its position in the luxury segment and compete for the top spot. As part of its bold strategy, dubbed “Reimagine,” the company is radically altering its traditional brand structure. At the heart of this revolution is the transformation of the legendary model families Range Rover, Defender, and Discovery under the Land Rover umbrella into independent brands. One of the first and most concrete signals of this new era was the new corporate identity and logo designed for Range Rover, the symbol of luxury.
JLR’s new strategy is based on the “House of Brands” model, a model used by fashion and luxury consumer giants rather than the automotive industry. With this approach, each brand will clearly differentiate its character, target audience, and market positioning:
- Range Rover: Peak luxury, elegance, and technology.
- Defender: Adventure, durability, and boundless spirit.
- Discovery: Family-oriented versatility, practical luxury, and exploration.
This restructuring, combined with Jaguar’s evolution into an all-electric, ultra-luxury brand, highlights JLR’s goal of maximizing market share and profitability by appealing to a different customer segment with each brand.
As a visual reflection of this major transformation, Range Rover has adopted a new corporate logo. Revealed in JLR’s investor presentation and announced by Autocar, this new symbol is a minimalist and sophisticated motif consisting of two ‘R’s’ joined by a 180-degree rotation.
Range Rover draws attention with its logo change
JLR is emphasizing a crucial detail: This new symbol will not replace the “RANGE ROVER” logo on the iconic hood or tailgate of its luxury SUVs. Company officials stated that this logo is an integral part of the brand’s heritage and recognition and will be preserved. The new “Range Rover Motif” will be used primarily in corporate identity, as part of a label or repeating pattern, and on digital or printed materials where a logo is required.
JLR hinted at the potential uses of the new motif with a “pattern” reminiscent of the iconic patterns of luxury handbag brands. This suggests we could see this pattern in the interiors of the new Range Rover models as a sophisticated upholstery detail, seat embroidery, or ambient lighting element. This move aims to reinforce the perception that the Range Rover is not just a car, but also a lifestyle and luxury consumer item.
In fact, the strategy of separating the corporate logo from the on-board emblem isn’t entirely new to the automotive world. About five years ago, BMW began using a simpler, two-dimensional version of its iconic logo in digital and corporate communications, while retaining its three-dimensional emblem on its cars. In recent years, many brands, from Bentley to Jaguar, have simplified their logos to adapt to the digital age.
Ultimately, JLR’s move demonstrates its bold vision of transforming itself from a car manufacturer into a modern luxury house comprised of brands, each with its own distinct customer base and identity. The new Range Rover motif has already taken its place in history as the most elegant symbol of this silent but profoundly advancing revolution.
