The company is reducing its number of platforms as it aims to go hugely electric by 2030.
will be EV only, and it will push upmarket with a focus on fast, luxurious, extravagantly proportioned coupes and sports cars.Downplaying the Land Rover name isn't as controversial a move as it might seem, JLR chief creative officer Gerry McGovern says:"The reality is Range Rover is already a brand. People tell us they drive a Range Rover, not a Land Rover. We love the Land Rover name, but it doesn't have as much equity as Range Rover, and Defender is rising fast.
McGovern says all four brands will have their own unique interpretation of the modern luxury aesthetic that's proven so successful with the existing Range Rover and Defender lineups:"Range Rover is refined modernism, Defender is brutalist modernism, Discovery is eclectic modernism, and Jaguar is exuberant modernism."The three platform architectures underpinning new Range Rover, Discovery, Defender, and Jaguar models into the next decade are code-named MLA-Flex, EMA, and JEA.
Like MLA-Flex, EMA was originally intended to be a convergence platform for JLR's compact SUVs, capable of packaging either a PHEV powertrain with a conventional transverse-mounted ICE or a pure EV powertrain. However, EMA will now be EV-only, underpinning the Range Rover Evoque EV, the Discovery Sport EV, and the long-rumored baby Defender EV.
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