JLR Korea (CEO Robin Colgan) announced its future strategy focusing on enhancing customer trust. Under the name "One Strategy," the company unveiled policies prioritizing customers. JLR Korea held a press conference on April 30 at the Four Seasons Hotel Seoul, advocating for strengthening customer trust and innovating the ownership experience.
"One Strategy" includes various practical measures.
The "One Care" program, which provides five years of free warranty and comprehensive vehicle management, and the integrated digital platform "One Care App" designed to dramatically improve customer convenience and service experience were introduced as strategies to enhance brand trust.
Robin Colgan, CEO of JLR Korea, noted, "Korean customers have very high standards not only for the quality and completeness of vehicles but also across all services," emphasizing that "JLR Korea has been committed to rebuilding customer trust with the belief that trust in the brand is a core value that determines long-term success."
Colgan also stated, "The One Care program we announced today is not just a service package; it is a promise that embodies JLR’s philosophy of building relationships based on respect for customers’ time and trust, setting a new standard," adding, "From the moment a customer purchases a vehicle, they will be able to fully enjoy the sophistication of JLR for five years without any hassles associated with ownership."
JLR Korea derived two key challenges through years of accumulated customer satisfaction surveys and service operation data analysis. One is a lack of consistency and convenience in the direct communication process with the brand, and the other is that the configuration and benefits of after-sales service are not sufficiently conveyed. Accordingly, JLR Korea designed the One Strategy to save customers’ time and effort and to integrate the overall ownership experience into one flow.
The One Strategy consists of a clear and transparent service program "One Care," an integrated platform "One Care App" for both vehicle owners and prospective customers, a completely new purchasing experience presented through the digital-based "One Store," a "One Membership" that rewards customers' trust with greater benefits, and a retailer YouTube channel "One Life" for brand communication.
At the core of this strategy, "One Care" extends the existing three-year free warranty and regular inspection services to five years and proactively supports the entire vehicle ownership process through a digital-based vehicle management platform. Emergency roadside assistance, pickup & DILLI services, accident repair service programs, deductible support programs, and connected services are all extended to five years. Notably, "One Care" is characterized by providing consistent service across all retailers nationwide, regardless of location.
To commemorate the 55th anniversary of the Range Rover and the 5th anniversary of the Defender's domestic launch, JLR Korea will offer the "One Care" package for free to all vehicle buyers from April 2025 to the end of the year. This is a limited-time benefit aimed at enabling more customers to tangibly experience the start of a transformation toward restoring brand trust and enhancing customer satisfaction.
JLR Korea has newly introduced the dedicated digital platform "One Care App" as the key touchpoint for the "One Care" service, allowing customers to intuitively access all information related to their vehicles and easily utilize the desired services. This app is designed to be accessible not only to customers who own vehicles but also to prospective customers considering a purchase.
Through the app, users can check all necessary vehicle management information such as the model of the owned vehicle, warranty status, maintenance history, and the next inspection schedule under the "My Car Information" menu, and they can quickly book maintenance or request accident repair estimates in real-time under the "Maintenance Information" menu.
JLR Korea has significantly improved the user convenience of the entire vehicle management process through the "One Care App." Vehicle inspections and maintenance bookings can be completed in three simple steps, with options arranged intuitively so that customers can select desired items without making separate phone inquiries. After booking is confirmed, customers can also apply for the "pickup & DILLI service" to have their vehicles maintained without visiting the service center. During service, customers can check the progress in real time through the app. Additionally, the "test drive service" allows customers to experience the latest JLR vehicles during the maintenance period, fulfilling both customer convenience and brand experience.
JLR Korea aims to reduce the management burden customers feel during vehicle ownership through this app and to establish a system in which the brand proactively cares for customers, thereby providing a new premium ownership experience where customers can focus solely on driving while JLR takes care of the rest.
Moreover, JLR Korea plans to renew the existing Land Rover online store into the "One Store," providing a more efficient purchasing experience. The "One Store" serves as an online showroom where customers can explore various JLR vehicles without time or location constraints, easily check information about desired models, and conveniently perform real-time stock checks and pre-purchase reservations.
JLR Korea plans to continuously strengthen its care for vehicle buyers through the "One Membership," offering premium dining, hotel stays, golf, gifts, and various lifestyle and loyalty benefits. These benefits can be checked and utilized easily in real time within the membership menu of the "One Care App."
Additionally, to strengthen communication with customers, a new official retailer YouTube channel "One Life" has been launched. This channel is expected to provide various practical information, including new vehicle information, driving experiences, and promotion announcements, as well as share various content on the modern luxury lifestyle the brand aims for.
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