Timeless Elegance: JLR’s Approach to Modern Luxury

Q: What does its rebranding process mean for JLR? What is the relation with the new House of Brands’ approach?
A: Jaguar Land Rover has become JLR. The previous corporate brand, Jaguar Land Rover, had two commercial brands, Jaguar and Land Rover. This structure served its purpose in the past but we found that it created some confusion. People would mistake the corporate entity Jaguar Land Rover for a single brand, when in fact there were two separate brands, Jaguar and Land Rover. Our new corporate brand, JLR, will be used for all institutional and corporate communications. }

Under the new approach called "House of Brands," the focus is on giving prominence to individual brands through our campaign: Reimagine. We will transition from having two brands, Land Rover and Jaguar, to having four commercial brands: Range Rover, Defender, Discovery and Jaguar, each with its own unique platform and language; where we will have the opportunity to showcase the features and attributes that make them stand out in universes where there is a defined lifestyle.

Q: What does the concept of modern luxury mean for JLR? How is it related to the House of Brands concept?
A: We are seeking vehicles with simplified designs and easier access to technology. We are also working on reducing anything we believe does not add value to the customer experience. Luxury has evolved in recent years from being a monolithic concept, with a single trend for everyone, to a very different environment in which there are various concepts of luxury. At JLR, we respect all different concepts of luxury. However, we want to position ourselves at the forefront of a more sustainable approach, based on purpose and authenticity and not only driven by the need for more. This approach is better aligned with our customers’ desires.

We have been incorporating sustainable materials into our vehicles for some time. For example, as pioneers in the British automotive industry rooted in aerospace, we use aluminum for its lighter weight and greater recyclability compared to steel.

Our design philosophy is not about minimalism but reductionism. Our cars have beautiful and striking designs without unnecessary complexity. When you enter the cabin of a Range Rover, the engineering work is not about adding more screens or buttons but ensuring that the vehicle detects your phone, programs everything according to your preferences, ideally without having to touch anything. It should feel like a vacuum-sealed capsule where you can relax, be at ease and enjoy the ride.

When we talk about off-road capabilities, some brands focus on off-road racing. Land Rover’s approach is the opposite. When you attend a Land Rover off-road training course, the first thing they teach you is to drive slowly. What matters with Land Rover is not being the first to arrive but being able to reach places where others could not. The importance of the Defender lies in exploring the unexplored, while minimizing the impact on the environment. When you drive a Defender, it is not about leaving everything in ruins but reaching places where no other vehicle could go and enjoying the surroundings without destroying them. All these small concepts are the elements that encompass the broader concept of modern luxury.

Q: What do you consider the main difference between innovating in the luxury sector and doing it in the volume sector?
A: In the world of luxury, there is a certain perception of superficiality, because luxury inherently implies something that is not essential. However, I believe that luxury and necessity are two sides of the same coin, as some needs initially start as luxuries.

When working with a mass-market brand, the focus is on utility and providing more for less. In the luxury world, innovation is based on the fact that if you want to be a true luxury brand, you have to ensure that all basic needs are met and also anticipate what the customer will desire before they even realize it. Luxury creates a desire that will eventually become a necessity over time. This aspect is fascinating because it involves constantly seeking and creating new desires for sophisticated segments of society. Many years ago, when radar detectors were introduced to cars, people said: "I already know and see where my car is." At first, this was a luxury, but it later became a necessity. Thus, luxury must create desire, while mass-market brands must efficiently fulfill needs.

Q: How has JLR’s participation in the electrification trend grown over the past five years? What are the main challenges?
A: In Mexico, around 85% of the cars we sell are either electric or hybrid. We launched the I-PACE, our multi-award-winning electric vehicle, as soon as we established ourselves as a subsidiary in 2019. Now, in 2023, we are once again gaining momentum as we aim to have six plug-in hybrid vehicle platforms in Mexico, ranging from three to six cylinders and offering between 300 and 510hp. This will significantly expand our plug-in hybrid lineup. Meanwhile, we are in the middle of transitioning toward pure electric vehicles.

In 2024, both the Range Rover and Range Rover Sport Full Electric models will be introduced.These will not only be fully electric but will also maintain the same off-road performance as their petrol counterparts, even exceeding it due to advantages in terms of center of gravity.

Starting in 2024, Land Rover will introduce one full electric product per year to the Defender, Range Rover and Discovery lineup. This transition will continue until 2030, by which time our portfolio will be fully electric. Still, we will also continue manufacturing hybrid and combustion engine vehicles to cater to customers who prefer different powertrain options. We believe in offering a high level of personalization and anticipate demand for all three types of powertrains soon.

It must be noted that we are a luxury brand, so we are not here to fulfill needs. This does not mean we will not contribute to a greener industry, but we will not be the driving force behind the sustainable transition; that is the volume market’s duty. It would not make sense for the government to develop electric infrastructure for a luxury market rather than a volume one.

Our position is to optimize the charging infrastructure for our customers at their homes. We are collaborating with a supplier to ensure that customers can not only install chargers at home but also have the option to incorporate solar panels. We aim to raise awareness among customers that by purchasing an electric vehicle, they have the opportunity to take it a step further and lead a carbon-neutral life, with zero emissions both at home and with their cars.

Q: What are the company’s objectives in the Mexican market for the mid and long terms?
A: We aim to create a distinguished corporate image and enhance the customer experience by utilizing digital tools to improve transparency, stock visibility and ensure competitive pricing. However, despite the increasing reliance on technology, we strongly believe in maintaining personal connections and will continue to expand our network of physical dealerships all over the country. Our goal is to provide customers with a seamless experience across both the real and virtual worlds, ensuring that the interactions they have with our personnel surpass the capabilities of digital devices alone. This approach allows us to fulfill our role as creators of desire and experience, utilizing automobiles as a means to materialize our vision


Jaguar Land Rover (JLR) is a renowned UK-based automotive company focused on the production of luxury vehicles. The company was established in 2008 as a result of the merger between Jaguar and Land Rover. JLR operates in more than 100 countries, offering a wide range of vehicles from off-road units to SUVs.