ATI Jet (El Paso) has announced a "comprehensive rebrand" to Jetvia, which will now become the trading name of its retail business comprising on-demand charter, fractional ownership, and jet card operations.

The company operates a fully owned fleet comprising one Learjet 35, three Learjet 55s, and thirty-seven Learjet 60s. Only the Learjet 60s are available for charter through the newly rebranded arm.

"Jetvia will be our go-to-market brand and ATI Jet will continue to drive our innovative approach using the Learjet and our in-house maintenance program," CEO Lyle Byrum said.