Editor’s letter: Why the Land Rover brand is not disappearing

Some familiar model names are disappearing with the switch to electrification, the biggest scalp so far being Ford’s Fiesta and also some continued questions over perhaps the most famous car name of all: Golf.

JLR, as Jaguar Land Rover has formally renamed itself this week, has some incredibly powerful nameplates of its own, including Range Rover and Defender. We already knew these two models would be pushed forward as brands themselves (along with Discovery, although that’s more a work in progress), which is logical given the strength of the pair and how Range Rover in particular is already effectively a brand in its own right.

What wasn’t clear until now was the role Land Rover itself would have in all this.

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