Jaguar Land Rover (JLR) has offered a glimpse into its future dealership concept called the 'House of Brands' at the Goodwood Festival of Speed.

The display features a large stand resembling one of JLR's Dual Arch dealerships, prominently showcasing the logos of the four brands the company is focusing on: Range Rover, Discovery, Defender, and Jaguar.

However, noticeably absent is the Land Rover logo, despite previous statements from management that Land Rover would play an important role in underpinning the brands. Inside the stand, the site is divided into four zones dedicated to each brand, with Range Rover in the center, Defender on the right, Discovery on the left, and Jaguar at the far end. JLR is implementing the House of Brands strategy to reduce the number of showrooms and introduce agency sales by the end of 2024.

The Goodwood stand provides the first public insight into how JLR plans to differentiate its brands under the new concept.

A JLR spokesperson clarified that the structure showcased at Goodwood is not a retail concept but rather a curated experience for clients during the Festival of Speed.

The Land Rover logo has also been downsized in marketing materials, raising concerns among fans of the brand.

However, according to JLR's UK managing director, Land Rover will continue to be the supporting capability for the Range Rover, Defender, and Discovery brands, with the Land Rover oval serving as a reminder of their authentic capability.

While the Goodwood display does not include Land Rover signage, the spokesperson confirmed that Land Rover will still feature the trust mark on JLR premises in the UK.

The House of Brands concept aims to provide a unique experience for customers while streamlining the dealership network and reducing the number of Jaguar dealerships.

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