Jaguar Land Rover will now be known as JLR in a rebrand that shifts the main focus onto 4 subbrands: Vary Rover, Discovery, Defender and Jaguar.

JLR will grow to be a “Home of Manufacturers” in a change of technique that may assist “amplify the distinctiveness of our characterful British marques,” Gerry McGovern, chief artistic officer, mentioned in a press release.

JLR has been attempting in recent times to separate its primarily SUV lineup and create extra distinction between automobiles by giving them discrete personalities.

The technique inside Land Rover since 2021 has been to separate automobiles into three “pillars,” with Vary Rover taking the lead on luxurious, Discovery specializing in households, and Defender drawing on its off-road roots to main in sturdiness.

With the up to date technique, every Land Rover pillar is became a completely fledged model, joined by the newly luxurious Jaguar.

JLR introduced Wednesday that Jaguar’s first automotive beneath its new technique shall be a four-door electrical GT priced at greater than £100,000 ($167,5050) with a variety of as much as 700 kilometres (435 miles).

The absence of the Land Rover identify within the rebrand created controversy on social media inside the U.Ok., with some commentators assuming JLR had dropped the storied identify. Nevertheless, JLR confirmed the identify would proceed as a badge on its SUVs to function a “belief mark.”

“Land Rover will stay. It’s sturdy, well-known, and we are going to use that collective energy to present our manufacturers authenticity and function,” a spokesman instructed Automotive Information Europe.

JLR will repurpose its showrooms to include the brand new manufacturers, with some promoting all 4 and others focusing extra tightly on a decreased quantity. The look continues to be being refined however will function “no desks, softer furnishing and a way more client-oriented luxurious expertise,” Paddy McGillycuddy, head of JLR within the U.Ok., instructed sibling publication Automotive Information Europe this 12 months.

JLR in February opened its first Vary Rover boutique in London’s upmarket Mayfair, run by dealership group Stratstone. JLR is shifting to the company mannequin for its sellers within the U.Ok. by the top of 2024 as a part of a wider push to promote on to prospects. JLR started the transfer to the company mannequin in South Africa in 2022.

Within the U.S., JLR has requested a few of its sellers to surrender their Jaguar franchises amid the corporate’s transition to an electrified future. The corporate has begun the method of lowering Jaguar shops by providing sellers additional allocations of hot-selling Land Rover nameplates, such because the redesigned Vary Rover, Vary Rover Sport and Defender, if they offer up their Jaguar franchises. It wasn’t clear what number of sellers have accepted the supply, nor was it instantly recognized what sellers might want to do to arrange for the subbrand technique.