{"id":2176,"date":"2016-04-14T04:51:12","date_gmt":"2016-04-14T04:51:12","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2176"},"modified":"2024-05-08T08:21:28","modified_gmt":"2024-05-08T08:21:28","slug":"name-change-rebrand-jaguar-land-rover-heritage","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/04\/name-change-rebrand-jaguar-land-rover-heritage\/","title":{"rendered":"Name Change and Rebrand for Jaguar Land Rover Heritage"},"content":{"rendered":"\n<p>Jaguar Land Rover rebrands and renames its Heritage business to Jaguar Land Rover Classic in a bid to stay \u201ccurrent\u201d with their target audience and position itself as the number 1 in the classic car market.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/04\/name-change-rebrand-jaguar-land-rover-heritage\/#Keeping_it_Classic\" >Keeping it Classic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/04\/name-change-rebrand-jaguar-land-rover-heritage\/#Why_Change\" >Why Change<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/04\/name-change-rebrand-jaguar-land-rover-heritage\/#Focused_Business_Strategy\" >Focused Business Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/04\/name-change-rebrand-jaguar-land-rover-heritage\/#Driving_Toward_Success\" >Driving Toward Success<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keeping_it_Classic\"><\/span>Keeping it Classic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"185\" height=\"185\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_1.jpg\" alt=\"land_rover_rebrand_the_branding_journal_1\" class=\"wp-image-2178\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_1.jpg 185w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_1-150x150.jpg 150w\" sizes=\"auto, (max-width: 185px) 100vw, 185px\" \/><\/figure>\n<\/div>\n\n\n<p>The Jaguar Land Rover brand is well-known, well-respected, and hard to change.<\/p>\n\n\n\n<p>But the brand needed to move on, be re-developed, and sit within the Land Rover \u201cfamily\u201d to hold all of the richness the current brand stood for, whilst showing a more mature and experienced approach to this sector.<\/p>\n\n\n\n<p>When the creative team has re-branded this element they\u2019ve kept it simple.&nbsp; They wanted to show a clear appreciation for their classic cars and a loyalty towards the owners of these types of models.<\/p>\n\n\n\n<p>Their aim?\u00a0To emphasize prestige, loyalty, and uniqueness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Change\"><\/span>Why Change<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Just because cars become classics doesn\u2019t mean their branding does.\u00a0 In an increasingly competitive marketplace, it\u2019s important for companies to look for different opportunities and niches in which they can capitalize on and capitalize on quickly.<\/p>\n\n\n\n<p>Jaguar Land Rover has positioned itself to accommodate the need and demand for the classic car sector.<\/p>\n\n\n\n<p>However, it\u2019s not all change. The classic brand will still provide cars, services, parts, and experiences to the owners of classic models or those with an interest in the automaker&#8217;s classic models.<\/p>\n\n\n\n<p>But they are enhancing their brand by using their reputation to be able to offer extended services that others cannot, such as providing a catalog of classic car parts, which have not been manufactured for decades.<\/p>\n\n\n\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-2365399695\"><div id=\"thebr-2980118294\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=blue_arrow\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-300x250-1.gif\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Focused_Business_Strategy\"><\/span>Focused Business Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>This is an extremely focused business strategy and, in some respects, a strict one regarding creativity. Why? They\u2019re building on their name and current brand stature and simply evolving this to better suit the current market. The brand architecture for this piece of work will be stringent and will sit under the hierarchy of the bigger Land Rover brand.<\/p>\n\n\n\n<p>This level of consistency will allow the brand to change how people in this sector view and appreciate the company&#8217;s offer.\u00a0 It also sits more favorably with the 21st century without compromising on the premium look and feel of the overall brand image.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Driving_Toward_Success\"><\/span>Driving Toward Success<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"267\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_2.jpg\" alt=\"land_rover_rebrand_the_branding_journal_2\" class=\"wp-image-2179\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_2.jpg 400w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_2-300x200.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_2-295x197.jpg 295w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/land_rover_rebrand_the_branding_journal_2-290x194.jpg 290w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n<\/div>\n\n\n<p>For a structured creative, this is every marketing team\u2019s dream. To know exactly where your brand sits in the hierarchy, the architecture it is to follow, and how to position advertising, TV ads, banners, logos, etc.<\/p>\n\n\n\n<p>For the brand in this sector\u2026 I would say it&#8217;s also a success. They\u2019re using the brand&#8217;s strong heritage wisely while modernizing it and focusing on what they really want to offer and provide.<\/p>\n\n\n\n<p>Quoted in <a href=\"https:\/\/www.luxurydaily.com\/jaguar-land-rover-stokes-its-past-in-heritage-divisions-rebranding\/\">Luxury Daily<\/a>, Tim Hannig, Director of Jaguar Land Rover Classic, comments, \u201cRenaming the rapidly growing global business to Jaguar Land Rover Classic best reflects the division\u2019s overall capabilities in providing the best cars, services, parts and experiences for our customers. We aim to build an even more successful future by celebrating and nurturing Jaguar and Land Rover\u2019s past.\u201d<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer cnvs-block-core-spacer-1697033517619\"><\/div>\n\n\n\n<details class=\"wp-block-details cnvs-block-core-details-1697033257649 is-layout-flow wp-block-details-is-layout-flow\"><summary>References<\/summary>\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.luxurydaily.com\/jaguar-land-rover-stokes-its-past-in-heritage-divisions-rebranding\/\">Luxury Daily<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.rebrand.com\/distinction-jaguar-land-rover\">Rebrand<\/a><\/li>\n\n\n\n<li><strong>Pictures from<\/strong>: <a href=\"https:\/\/www.luxurydaily.com\/jaguar-land-rover-stokes-its-past-in-heritage-divisions-rebranding\/\">Luxury Daily<\/a><\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Jaguar Land Rover rebrands and renames its Heritage business to Jaguar Land Rover Classic in a bid to&hellip;\n","protected":false},"author":15,"featured_media":2188,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[385,4,240],"tags":[518,517,521,516,519,520,189,30],"ppma_author":[757],"class_list":{"0":"post-2176","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-architecture","8":"category-news","9":"category-rebrand","10":"tag-cars","11":"tag-classic","12":"tag-jaguar","13":"tag-land-rover","14":"tag-re-brand","15":"tag-re-name","16":"tag-rebrand","17":"tag-strategy","18":"cs-entry","19":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":385,"label":"Brand 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