Ranger Rover unveils new RR logo; first EV on the horizon

KUALA LUMPUR: Land Rover is set to begin its electric journey with the introduction of the highly anticipated Range Rover Electric later this year. Well, ahead of that, the automaker has unveiled a new Range Rover emblem and a distinctive design motif as a part of JLR’s rebranding strategy.

New Range Rover logo and pattern 

The new Range Rover logo features two vertically stacked and mirrored Rs, which seems to be designed for tight spaces, subtle branding moments, and event use. This new badge was first showcased during an investor presentation and later featured by the brand in an official press release, which mentioned Range Rover’s debut at Milan Design Week.

Along with the logo, Land Rover also unveiled a new Range Rover pattern, which comprises a set of interlocking Rs positioned in four different directions: 12, 3, 6, and 9 o’clock. While the automaker has not yet disclosed its use cases, it might be a good fit for the vehicle’s front grille, interior surfaces, or speaker covers. 

Will the new badging replace the iconic Range Rover script?

Well, it won’t! Speaking with Autocar, Jaguar Land Rover clarified that the new badge will not replace the Range Rover script placed across the bonnet. Instead, it’s been “developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.”

Range Rover becomes a sub-brand

As mentioned, the introduction of the new branding is a part of JLR’s House of Brands strategy, where Range Rover, Defender, Jaguar, and Discovery have been split into their sub-brands. 

The name of the first Range Rover model to feature the new branding is yet to be announced, but there is a strong possibility that the upcoming Range Rover Electric will debut it.

Range Rover Electric: What to expect?

• The all-new Range Rover Electric features a dual-motor setup, which is expected to generate a maximum power of 542 hp and a peak torque of 850 Nm, enabling the EV to hit the century sprint in 4.5 seconds.
• The motors will be fed by JLR’s first in-house designed and built 118 kWh nickel-manganese-cobalt (NMC) battery pack, offering a cruising range of 483 km.
• The vehicle will have a kerb weight of up to 2,800 kg, featuring a twin-chamber air suspension and a low centre of gravity, which will offer a “superior ride quality.”

As reported by Autocar, JLR has received 60,000 “firm expressions of interest” for the SUV, which is more than a year’s worth of production volume. 

Also read: All-new Land Rover Defender V8 arrives in Malaysia; starts from RM 998k