JLR's utilities begin establishing their own identities

JLR is investing nearly $19 billion through 2028 in electrified vehicles and revamping its current plants to build them.

Part of the move into EVs entails a new marketing strategy. JLR is taking the emphasis off the Land Rover marque and making each model — Defender, Discovery and Range Rover — its own brand in what the company called its "House of Brands" strategy.

Although plans have changed several times, because of market conditions and rapidly evolving technology, JLR said every Land Rover will have an electrified variant by 2030. JLR will build its own electric drive units and battery packs in-house at its Ingenium engine plant in Wolverhampton, England.

Two new nameplates are expected to join the 2025 Range Rover lineup: the Range Rover EV and the smaller Range Rover Sport EV, both built on the MLA Flex platform.

MLA accommodates internal combustion engines, hybrid powertrains and battery-electric drivetrains.

Range Rover EV: The order books are open for the battery-powered Range Rover. The flagship of the Range Rover lineup is expected to be shown this year, and deliveries could start as early as next spring. The EV powertrain will not detract from the vehicle's legendary off-road capabilities, JLR said. With electric motors and four-wheel steering, torque can be applied to each wheel and maneuverability may be greatly improved. A 400-mile range, 800-volt charging and a price tag close to or above $250,000 for fully loaded models are likely. JLR has not said much about the Range Rover EV's specs or its exact on-sale date. Two- and three-row models are likely.

Range Rover Sport EV: The electric Sport nameplate will compete against high-performance EVs from Porsche, Lotus, Bentley, Aston Martin, etc. Two motors drive all four wheels. Its underpinnings are shared with the internal combustion Range Rover Sport and the larger Range Rover. England's Autocar magazine is reporting 800-volt charging and a 0-to-60 mph time of less than 4 seconds.

Range Rover Velar: JLR was rumored to be working on a "Road Rover," a more carlike vehicle than Range Rover SUVs. While that vehicle never came to fruition, the idea of a Range Rover for city slickers survived. The redesigned Velar EV could debut in late 2025 as a 2026 model. Built on JLR's EMA platform, it sports a low, sloping roof and appears as a cross between an SUV and a tall wagon. Three rows are possible.

Range Rover Evoque: After its 2024 refresh, the smallest Range Rover will stand pat until the EMA-based electric version arrives, possibly in 2026. A plug-in hybrid is already on sale in global markets; it could come to North America in 2025, thanks to renewed consumer interest in hybrids.

Defender: The hot-selling rugged off-roader, JLR's top-selling model, is due for a light freshening for the 2026 model year. Interior and exterior styling changes will likely be minor. An EV version, possibly called Defender Sport, could appear in 2027. A reengineered gasoline-powered Defender is likely around 2028.

Discovery: The current generation of Land Rover's family-friendly SUV debuted in 2017 and is first Disco in 30 years that didn't click with buyers. Under CEO Adrian Mardell, nameplates have to earn their keep, and so the future of the Discovery is being "reimagined" by JLR. It will likely survive in some form, as it is one of JLRs's "House of Brands" pillars. A reengineered Discovery could emerge in late 2026 as an EV built on JLR's EMA underpinnings.

Discovery Sport: JLR is working on a compact SUV to take on the Jeep Wrangler and its competitors. It's possible the Discovery Sport could be reborn in late 2026 as a basic compact electric EV built on underpinnings from China's Chery Automobile Co. and be aimed at short-circuiting Volkswagen's EV revival of the Scout and Rivian's R2.