JLR Korea integrates vehicle care, membership and app into unified ownership experience

JLR Korea said Wednesday it is operating an integrated ownership system that connects its vehicle care program "One Care," its membership program "One Membership" and the "One Care" app, expanding customer touchpoints beyond the point of purchase.

One Care is an ownership program applied as standard to customers who buy new Range Rover, Defender or Discovery vehicles. JLR Korea said the program differs from time-limited sales promotions. It covers a five-year free warranty and scheduled maintenance, along with roadside assistance, pickup and delivery, accident repair deductible support and connected services. The same standards apply across all retailers nationwide, ensuring customers receive consistent service regardless of location.

One Membership, fully revamped in the second half of this year, extends the vehicle care experience of One Care into customers' everyday lives. The membership is structured into four tiers — Entry, Silver, Gold and Platinum. Tier placement is determined not by total spending but by credits that vary according to the vehicle lineup purchased. Credits are proportional to vehicle price and reflect up to five years of cumulative purchase history. Silver requires 70 to 159 credits, Gold 160 to 289, and Platinum 290 or more.

Unlike conventional membership programs that calculate tiers based on cumulative spending, One Membership introduces a customer participation model. When an owner refers family members, friends or colleagues and those referrals result in a new JLR vehicle purchase, the owner receives ambassador credits through the "One Ambassador" program. Ambassador credits remain valid for three years, while purchase credits are valid for five years. Ambassador credits can be accumulated for up to three referrals per year.

Membership customers can access lifestyle benefits including dining experiences at Michelin Guide-selected restaurants, stays at luxury hotels and chauffeur services. Platinum-tier customers are assigned a dedicated advisor, while Gold and Platinum customers can use a private concierge service through an exclusive hotline. Financial benefits tied to membership tier apply at the time of repurchase.

JLR Korea continues to hold brand-specific owner events. Range Rover hosted a customer event in July centered on the men's singles semifinals of the 2026 Wimbledon Championship, in which the brand participated as a partner. The event recreated Wimbledon's summer traditions, including a white dress code and strawberries and cream desserts, and featured a one-point tennis lesson by former national team player Lee Hyung-taik. From this month, JLR Korea has been running the "Range Rover Experience," a private golf program held at venues including Jack Nicklaus Country Club.

Defender owners receive outdoor benefits arranged in partnership with Snow Peak Korea. The program offers a two-night, three-day weekend camping experience at Snow Peak Everland Campfield, where guests can enjoy accommodation and dining in the "Jubako" mobile house designed by architect Kengo Kuma. From Sept. 11 to 13, JLR Korea held the "Defender Experience" at the same venue — an event designed to bring the large-scale owner festival "Destination Defender" to the Greater Seoul area.

Through the One Care app, customers can check vehicle information, warranty status, service history and inspection schedules, and submit requests for service appointments and pickup and delivery. Membership enrollment, tier confirmation and benefit and program applications are also handled through the app.

JLR Korea said its approach prioritizes the distinctiveness of the experience over the scale of benefits, with the aim of building brand trust and loyalty by connecting vehicle care, brand-driven experiences and owner participation into a single framework.