By Kien Lee

Jaguar Land Rover has officially rebranded itself into a holding company entity named JLR, in a dramatic overhaul of its corporate strategy and image.

CEO Adrian Mardell announced in a company wide presentation that the company would depart from its two-pillar classification of its business, with the combination of Jaguar and Land Rover. The new JLR will become a "house of brands" which includes Range Rover, Discovery, Defender and Jaguar.

Land Rover would become a “trust mark” for the Defender, Range Rover and Discovery brands.

“The reality is Range Rover is a brand and so is Defender,’” explained chief creative officer Gerry McGovern. “Customers say they own a Range Rover. In luxury, you need absolute clarity. Land Rover Range Rover SV Autobiography doesn’t give it.”

“We love Land Rover, but there isn't as much equity as Range Rover, and Defender is increasing massively.”

Lastly, Jaguar is set to launch as an electric-only luxury brand, aiming to do so by 2025.