Jaguar Land Rover, British premium car manufacturer, announced the introduction of a new customer care initiative in Korea that aims to address long-standing concerns over consumer trust, which has been a key obstacle to the brand’s growth here.
The One Strategy initiative is "designed to redefine what a premium ownership experience means in Korea,” said Robin Colgan, managing director of JLR Korea, during a media conference held Wednesday in Seoul.
The strategy includes extending warranty coverage, enhancing access to after-sales service, and expanding the availability of car-related information through both online and offline channels. A key change is the extension of the complimentary warranty and related services from three years to five years.
As part of the initiative, JLR Korea launched the One Care mobile app, which allows customers to view their vehicle’s repair history, locations of service centers and showrooms, and book service appointments.
The app is designed to support consistent communication between customers and service providers, while informing users of all available services they are entitled to, the company said.
The company has also rebranded its digital platforms. The online showroom, now called One Store, offers real-time inventory updates across dealerships, and the revamped loyalty program, One Membership, provides easier access to membership services, which are all integrated into the One Care app.
Customer trust has been a persistent issue for Jaguar Land Rover in Korea, following criticism over product quality and limited after-sales support in the late 2010s. Taking on his role in 2021, Colgan made building trust his top priority.
However, in 2023, the Korea Consumer Agency reported that Land Rover had the highest rate of consumer complaint filings per newly registered vehicle between 2020 and 2022.
Among the automaker’s brands, Land Rover’s sales in Korea showed a downward trend after surpassing 10,000 units annually between 2016 and 2018. Last year, it marked 4,437 units in sales.
Sales of Jaguar models have been suspended in Korea since 2023, as the brand plans to reenter the market with electric models.
“Over the past few years, we've been really focused on building trust, improving customer service and laying the foundation for a more meaningful ownership experience here in Korea,” Colgan said, noting that the company has seen signs of progress in internal customer satisfaction metrics.
forestjs@heraldcorp.com
