Jaguar Land Rover Heritage is now Jaguar Land Rover Classic

Jaguar Land Rover is re-branding its ‘Heritage’ offerings, which will now be a division of Special Operations and known as Jaguar Land Rover Classic.

The ever-increasing offerings from Jaguar Land Rover’s Heritage operations has been a clear sign that Jaguar Land Rover no longer see their glorious past as a hindrance to future success, but something to be embraced and nurtured as a bedrock for the credibility of their current range, and cars to come in the future.

But that’s because, particularly under Tata’s ownership, JLR has been able to develop cars that don’t need to reference the past with designs that seemed almost a pastiche of previous models (like the pre-2009 Jaguar XJ, S-Type and X-Type) and hampered Jaguar, in particular, from garnering the sales they should have.

Now, JLR has decided ‘Heritage’ doesn’t adequately embody what the new offerings encompass, and a re-branding is underway to create ‘Jaguar Land Rover Classic’, as a division of Special Operations, to offer a huge range of facilities for owners of older Jaguars, Land Rovers and Range Rovers.

Tim Hannig, Director of the new Jaguar Land Rover Classic, said:

Renaming the rapidly growing global business to Jaguar Land Rover Classic best reflects the division’s 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’s past.

JLR Classic will continue to offer cars, services, parts and experiences for Classic Jaguars and Land Rovers, with full restorations of Classics at its UK sites, repair and maintenance services and a range of fully restored Jaguars, Land Rovers and Range Rovers for sale.

Jaguar Classic will continue to offer its services from the historic Browns Lane Facility (which is where the six new Jaguar Lightweight E-Types were built) and Land Rover will offer the same facilities at the newly developed Classic workshop at Solihull.

There will also, as we reported recently, be a JLR Classic Parts supply of genuine spares for JLR cars out of production for more than a decade, with 30,000 individual parts available to order through JLR’s global network.

But even if you’re not the owner of a classic Jaguar or Land Rover, you can still go and play with classic Jaguars and Land Rovers with JLR’s (now renamed) Classic Drives experiences.