Jaguar Land Rover has debuted a new badge as it prepares to launch new electric vehicles this year, just months after another controversial rebrand.
As part of the wider rollout of the highly anticipated electric Range Rover in the coming months, JLR has unveiled new branding.
In a recent investor presentation, JLR featured the new emblem, which features a pair of conjoined gold Rs with a salmon background.
The new badge will not replace the "Range Rover" lettering on the vehicle itself, and will complement the traditional design of the vehicle.
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|The new logo will be used alongside the Range Rover spelling
The classic "Range Rover" spelling on the popular vehicles has been a staple for drivers since they were introduced in 1970.
A spokesperson for Jaguar Land Rover told Autocar that the Range Rover motif has been altered to be present when the familiar "Range Rover" lettering does not fit.
This could be on a label, as part of a repeating pattern or at event spaces, when an emblem is "more appropriate", the spokesperson added.
As part of the brand's overarching House of Brands strategy, Range Rover is now a sub-brand of JLR, alongside Jaguar, Discovery and Defender.
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JLR
|The new Range Rover logo
Adrian Mardell, CEO of JLR, noted that the Land Rover name will be seen as a "trust mark" going forward, rather than the parent marque.
This follows JLR's high-profile redevelopment of Jaguar, as it debuted the Type 00 in a glitzy presentation at Miami Art Week.
The rollout of the Type 00 was heavily criticised on social media, including by Tesla CEO Elon Musk, who questioned whether the brand still sold cars.
A new "Copy Nothing" branding strategy was introduced before any vehicles were shown. Rather, the advertisements featured models with bright outfits and bold hairstyles in dystopian-looking backdrops.
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When images of the Type 00 were displayed, many were critical of the design, noting that it represented too large a departure from Jaguar's historic look.
The legendary "leaper" icon was removed, and a new "J" logo was introduced, although critics praised the Type 00 for representing a significant shift towards electric vehicles.
Although it was displayed as a concept car, the vehicle is expected to be released over the coming years and developed with JLR's electric drivetrain system.
At the unveiling of the Type 00, Mardell announced that it could have a battery range of around 450 miles and rapid-charging capabilities.
JLR | Jaguar Land Rover was particularly impacted by US President Donald Trump's auto tariffsLast week, Jaguar Land Rover announced that it would be cutting 500 UK jobs as part of a commercial realignment, with management staff impacted.
A spokesperson for Jaguar Land Rover told GB News that the manufacturer regularly offers eligible employees voluntary redundancy programmes.
They added: "Through this limited UK VR programme for managers, JLR is aligning its leadership workforce for the business's current and future needs.
"We are grateful to the Government for delivering at speed the new UK-US trade deal, which gives us the confidence to invest £3.5billion per annum to realise our strategy which is delivering."