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" ... “Cannibalization is a problem at JLR as all their SUVs compete with each other and Jaguar is always the one losing out due to lack of brand strength and identity. This has to stop. Land Rover is mostly known for its off-road vehicles, and more recently for its luxury Range Rover SUVs. However Jaguar could become the real luxury brand, while Land Rover would focus more on tough and high quality SUVs. I think the Range Rover line-up is now a referent in Land Rover, so it would complicate this strategy,” Munoz said. ... "