July 12, 2025 — Range Rover has unveiled a sleek new visual identity as part of Jaguar Land Rover’s (JLR) ambitious global rebranding initiative under its “House of Brands” strategy. The move aims to elevate Range Rover’s luxury appeal and position it as a standalone premium marque distinct from the traditional Land Rover branding.
The refreshed identity includes a redesigned logo, refined typography, and updated brand communication across digital and physical platforms. The iconic oval Land Rover badge will no longer feature prominently on Range Rover vehicles, marking a clear departure from the past. Instead, the Range Rover name will stand alone, reinforcing its new image as a symbol of modern luxury and minimalism.
According to JLR’s Chief Creative Officer Gerry McGovern, “This visual identity is a key element in our vision to create emotionally engaging brands for our discerning clients. Range Rover is not just a vehicle; it is a symbol of refined luxury and design leadership.”
The updated look is part of a broader strategy by JLR to reposition its core nameplates — Range Rover, Defender, Discovery, and Jaguar — as distinct brands with unique identities. This strategic shift is designed to give each brand greater creative autonomy and better align with specific customer segments, particularly in the global premium market.
The rebranding comes at a time when JLR is preparing to expand its electrification portfolio. The company has confirmed that electric versions of Range Rover models will begin launching in 2025. The new brand identity is expected to help differentiate Range Rover’s electric vehicles in a competitive luxury EV market.
In addition to aesthetic changes, the updated branding will be reflected across dealership signage, websites, and marketing materials worldwide. Analysts suggest the change could boost brand equity, especially as JLR aims to become a “modern luxury carmaker” and achieve net-zero carbon emissions by 2039 under its “Reimagine” strategy.
Industry experts view this brand overhaul as a significant step toward JLR’s future direction. By separating Range Rover from Land Rover, the company is not only clarifying its brand architecture but also preparing to meet evolving consumer expectations in the high-end automotive segment.
Range Rover’s transformation signals JLR’s commitment to redefining luxury in the age of electrification, sustainability, and digital sophistication. The company’s focus now rests on delivering vehicles that combine cutting-edge design, premium experiences, and a cleaner, modern identity.
