It looks like Jaguar Land Rover is on a mission to alienate loyal customers and current buyers of all their brands. After a misstep in the re-branding of Jaguar (that reportedly resulted in JLR looking for a new creative agency), things are looking the same for its upscale luxury SUV brand, Range Rover.
To recall, JLR is looking to position itself as a “House of Brands,” with its Jaguar, Range Rover, Defender, and Discovery being marketed or positioned as separate luxury brands akin to what conglomerates like LVMH do with Louis Vuitton, Bulgari, Fendi or Swatch with Tissot, Omega, Longines, and Blancpain. This has led JLR to have this hairbrained idea to identify its different brands as fashion, rather than automotive brands.
Making its official appearance in a JLR investor’s brief, the new Range Rover logo will be used where the familiar “RANGE ROVER” mark doesn’t fit. The new logo is essentially two mirrored and connected Rs, one on top of another. The same “RR” branding can be used as part of a label or as part of a repeating pattern much like Louis Vuitton, Gucci, and Chanel does with its Monogram or Burberry with its Tartan.
The new logo will make its way, not on new Range Rover cars (thankfully), but on brand retail spaces called Range Rover Houses. The stacked Rs will be used there in places where an emblem is more appropriate. It can also be used, for example, in merchandise or even bags or wrappers.
The new logo will make its way not on new Range Rover cars (thankfully), but on new brand retail spaces called “Range Rover Houses” (yeah, they’re really doubling down on that contrived luxury angle). To that end, Range Rover says over 60,000 people are on the waitlist for their all-electric flagship SUV, Range Rover Electric, which will debut soon.
R and an upside down R. Not sure if I'm liking what I'm seeing. For sure it will take some time for the loyalists to get used to the new logo.
ReplyDeleteNakakahilo
ReplyDeleteNope not my type!
ReplyDeleteI was about to comment it looks like a fashion brand logo you'll see on perfumes and jewelries, then I read the article, lol, spot on.
ReplyDeleteJaguar land rover, with it cars Jaguar, Range Rover, defender and discovery is now an Indian car, own by Tata motor.
ReplyDeleteRolls Royce also has a double R logo, and it's simply better than this.
ReplyDeleteif i had the money to buy that luxury car, i would better buy Jetour T2 car or Gac gs8 and make use the rest of money to help our country man.
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