QOTD: What's in a Brand Name?

Tim Healey
by Tim Healey

We talked last week about how the Land Rover name will be retired and the models currently on sale, along with Jaguar, will become subbrands.

My question is -- will this be a successful strategy?

I have my doubts but I want to know what you think. Will this move help what is currently Jaguar Land Rover sell more vehicles? Will it hurt, perhaps by confusing consumers or by trashing brand recognition? Will it not matter at all?

What do you think?

Sound off below.

[Image: Jaguar Land Rover -- or is that Defender?]

Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by  subscribing to our newsletter.

Tim Healey
Tim Healey

Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.

More by Tim Healey

Join the conversation
10 of 32 comments
  • Slavuta Slavuta on Apr 24, 2023

    I don't drive a brand. I drive a concrete car. But I know for sure, for many brands this ended in fiasco.

    • See 5 previous
    • Slavuta Slavuta on Apr 25, 2023

      Lou just jealous. Russia can make 1500 tanks per year while Canadian output is ZERO tanks. And even if they made one, Uncle Sam would tell them to ship it to Ukraine.

  • Bkojote Bkojote on Apr 25, 2023

    This is an exercise in transferring money from the company to the branding strategy firm an exec insisted they hire.

    Nothing more.

  • Asc Asc on Apr 25, 2023

    The Tata version of JLR has dropped the gritty, work and military vehicle, the Defender which defined the Land Rover brand in the last decades, is discontinued and not intended to be pursued. Sir Jim Ratcliffe attempted to acquire the tooling to continue it but was rebuffed, so watch as INEOS Automotive's Grenadier steps into that void. The Tata organization is appearances and placement. Land Rover was about capability and accomplishment. What people buy is one thing, what people want is another.

  • Cardave5150 Cardave5150 on Apr 25, 2023

    First off, I think this is a stupid and pointless re-branding exercise. But, at the end of the day, is it really that different from Jeep's refusal to put the Jeep name on the Wagoneer/Grand Wagoneer? I've got some customers (admittedly, not "car people") that had no idea it was a Jeep.