https://www.thetimes.co.uk/article/5e3327c...d46510d3dc

BBC article today.
JLR chooses Range Rover Electric Plant.

Jaguar Land Rover (JLR) will convert its production plant in Merseyside into the firm's first all-electric facility.

The move is part of a £15bn global investment by the car giant in electric vehicles over the next five years.

JLR said a fully electric Range Rover SUV would be built at the Halewood plant in 2025.

Knowsley Council said the announcement was a "major coup" for the local workforce and showed how important the site was.


The firm also announced its new Jaguar models would be assembled at the company’s plant in Solihull with its existing engine manufacturing centre in Wolverhampton transformed into a hub for building electric motors.

It said it would be renamed the Electric Propulsion Manufacturing Centre and produce electric drive units and battery packs for JLR’s next generation vehicles.

JLR added that its Castle Bromwich plant would provide body work for next generation electric vehicles while the firm continues to explore options for other parts of the site.

https://www.bbc.com/newsticles/c6pn2vrd6leo FL2 XS SD4 Auto 2010 2012-2017 (21k - 91k miles) (MY2011)
FL2 Metropolis SD4 Auto 2014 2017- (16k - 76k+ miles) (MY2015)

I Like Chips wrote:

https://www.thetimes.co.uk/article/5e3327c0-deb3-11ed-a0a8-657f9e54fc6a?shareToken=9de3dd85fbe5458164b71fd46510d3dc

They will hang on to the Land Rover name through thick and thin; it’s the most recognisable and valuable brand they have.

What a load of marketing BS

I've tried writing more than just the above but just lost for words at the absurdity of how this sounds.

Sadly think shows direction they are going, purveyors of luxury cars and not of vehicles that rove the land.

Only current model I would even consider is the Defender as that is nearest to what LR used to be, all be it more posh Disco rather than old school Fender.

My lottery win millions, which is due any time now I'm sure, would be going elsewhere. Andrew

Sounds like some German marketing guy decided that they want JLR to become a BMW equivalent which is recognisable but not many know what it stands for (Bavarian Motor Works).

Or another example the Canadian telecoms group MITEL which was originally "Mike and Terry's electric lawnmowers"  3 x FL1 2 manual + 1 auto
5 x FL2 4 manual + 1 auto
Now Discovery Sport P250 MHEV SE

https://www.am-online.com/news/manufacture...over-brand

I think McGovern's words say it all... "Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, overtime, will build long-term high equity for our brands and long-term sustainability for JLR." Jules

Smallmankey wrote:

What a load of marketing BS

I've tried writing more than just the above but just lost for words at the absurdity of how this sounds.

Sadly think shows direction they are going, purveyors of luxury cars and not of vehicles that rove the land.

Only current model I would even consider is the Defender as that is nearest to what LR used to be, all be it more posh Disco rather than old school Fender.

My lottery win millions, which is due any time now I'm sure, would be going elsewhere.

jules wrote:

https://www.am-online.com/news/manufacturer/2023/04/20/jlr-dealers-flabbergasted-by-plan-to-axe-land-rover-brand

I think McGovern's words say it all... "Our ultimate ambition is to build truly emotionally engaging experiences for our clients that, overtime, will build long-term high equity for our brands and long-term sustainability for JLR."