JLR Korea Announces Future Innovation Strategy 'ONE' to Strengthen Customer Trust
May 01, 2025
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At the meeting, JLR Korea unveiled key innovation strategies to enhance brand trust, including the "One Care" program, which provides free guarantees and comprehensive vehicle management for five years, and the integrated digital platform "One Care App," which will dramatically improve customer convenience and service experience.
Korean customers have a very high perspective not only in the quality and completeness of the vehicle, but also in the overall service. JLR Korea has been committed to rebuilding customer trust to meet expectations with the belief that trust in the brand is a key value that determines long-term success.
"One Care announced today is a promise and new standard that embodies JLR's customer philosophy to respect customers' time and build relationships based on trust beyond just a service package," CEO Colgan said. "We will allow customers to fully enjoy JLR's dignity for five years from the moment they purchase the vehicle."
Reveal new standards of customer experience, original strategy
JLR Korea has announced its One Strategy to fundamentally improve the overall customer journey. JLR Korea has derived two key challenges through years of accumulated customer satisfaction surveys and service operation data analysis.
One is the lack of consistency and convenience in the process of direct communication with brands, and the other is that the composition and benefits of after-sales services are not sufficiently delivered. Accordingly, JLR Korea has planned a one-way strategy that saves customers time and effort and allows them to integrate the entire ownership experience into one flow.
One strategy consists of ▲ clear and transparent service program One Care and integrated platform One Care app for both borrowers and prospective customers ▲ One Store that presents a completely new digital-based purchase experience ▲ One Membership ▲ Retailer YouTube Channel One Life for Brand Communication.
At the heart of this strategy, One Care extends the existing three-year free warranty and regular inspection service to five years and proactively supports the entire vehicle ownership process through a digital-based vehicle management platform. Existing services such as emergency dispatch, pickup & delivery, accident repair service program, self-payment support program, and connected service will all be extended to five years. In particular, One Care is characterized by providing consistent services regardless of region as all retailers nationwide operate on the same basis.
JLR Korea celebrates the 55th anniversary of Range Rover and the 5th anniversary of Defender's domestic launch, and provides free one-care packages to customers who purchase all models from April to the end of the year 2025. It is a temporary benefit designed to allow more customers to directly experience the beginning of changes toward restoring brand trust and innovating customer satisfaction.
One-care app with premium service anytime, anywhere
JLR Korea introduced a new digital platform One Care app that allows customers to intuitively check all information related to the vehicle and easily use the desired service as a key point of contact for One Care Service. The app is designed to be used not only by customers who own the vehicle but also by prospective customers who are considering purchasing it.
In the app, all information necessary for vehicle management, including the model of the owned vehicle, warranty status, maintenance history, and next inspection schedule, can be found on the "Information on My Car" menu, and the "Information on Maintenance" menu can quickly schedule maintenance in real time or request an accident repair estimate.
JLR Korea has greatly improved the convenience of use throughout the vehicle management process through the 'One Care App'. Vehicle inspection and maintenance reservations can be completed through a three-step simple procedure and are configured to intuitively select the desired item without a separate telephone inquiry. After the reservation is confirmed, you can also apply for "Pickup & Delivery Service" so that you can repair the vehicle without visiting the service center in person. During the service, customers can check the progress of the service in real time through the app. In addition, an "experience test drive service" that allows you to experience the latest JLR vehicles during the maintenance period is also provided to satisfy customer convenience and brand experience at the same time.
Through this app, JLR Korea plans to reduce the management burden that customers feel in the process of owning a vehicle and establish a system in which brands take care of customers preemptively, providing a new premium ownership experience in which customers focus only on driving and JLR is responsible for the rest.
Significantly expand brand experience by strengthening online and offline customer contact points
In addition, JLR Korea plans to renew its existing Land Rover online store as a 'One Store' to provide a more efficient purchasing experience. One Store is an online showroom where you can look at various JLR vehicles without time and place constraints, and you can check information on the model you want, as well as check real-time inventory and make advance purchase reservations.
In addition, JLR Korea will continue to strengthen care for vehicle purchasing customers through 'One Membership'. Vehicle-buying customers can enjoy a variety of lifestyle and loyalty benefits, including premium dining, hotel stays, golf, and gifts. These benefits can be checked and easily used in real time on the membership menu within the One Care app.
In order to strengthen communication with customers, the official retailer YouTube channel 'One Life' has also been newly opened. The channel will provide practical information such as new car information, test drive, and promotion guidance, as well as a variety of contents that share the modern luxury lifestyle that the brand aims for. Customer events that meet customers in person and share the brand's unique philosophy in an immersive way can also be viewed on video.
JLR Korea plans to continue to accurately understand customer expectations and consistently provide premium experiences based on trust in the brand. In particular, it plans to continue the journey of building trust with customers beyond simple service improvement through a one strategy that embodies customer-centered philosophy.
Editor Song Moon-cheol mc.song@carguy.kr
This article was translated by Naver AI translator.
