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Jaguar Land Rover Renews Trademark for Defender Name

Jaguar Land Rover, the British corporation owned by Tata Motors, has renewed its ownership of the Defender name, according to a trademark application that has been made.
Land Rover ‘Defender 2,000,000’ Exhibition 72 photos
Photo: Land Rover
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With news of JLR reaffirming its ownership of the Defender nameplate, it is hard to consider the rumors that previously announced the potential sale of the Defender’s production line, along with its design patents.

It is more than evident that Land Rover is not in a difficult financial position, and that the company has no need for “quick cash,” which could have motivated a potential sale like this.

According to the Brits at Autocar, Jaguar Land Rover has applied to renew its rights to the Defender nameplate in the Philippines on August 4, 2016, just a few months after it has done the same on a European level.

Even though both applications are pending, it is evident that Land Rover has firm plans with the Defender, which is scheduled to receive a new generation in 2019.

Representatives of the Land Rover brand have stated in a discussion with Autocar that the renewal of the trademark of the Defender nameplate was a normal process, and has nothing to do with a billionaire’s reported intentions of buying the production line from them and making the Defender somewhere else.

The last Defender as we knew it rolled off the production line this January. The British brand will have a hiatus in manufacturing, which was announced before the current generation was waiting for the ax.

Instead of dwindling sales for a model that has not changed dramatically since its market launch, Land Rover has encountered an impressive demand for the Defender.

The next generation of the legendary nameplate is expected to form a family of models that share a platform. Land Rover will probably do its best to retain as much of the Defender’s iconic off-roading skills.

However, modern touches are expected in the form of Euro 6 engines, a suite of airbags, improvements for pedestrian safety, and technological enhancements in all areas.
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About the author: Sebastian Toma
Sebastian Toma profile photo

Sebastian's love for cars began at a young age. Little did he know that a career would emerge from this passion (and that it would not, sadly, involve being a professional racecar driver). In over fourteen years, he got behind the wheel of several hundred vehicles and in the offices of the most important car publications in his homeland.
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