Land Rover sees revival ahead of Jaguar relaunch

JLR, previously known as Jaguar Land Rover, is undergoing a triumphant revival in Korea on the back of Koreans' newfound craving for large-sized cars.

The latest Range Rover SUV [JLR KOREA]

JLR, previously known as Jaguar Land Rover, is undergoing a triumphant revival in Korea on the back of Koreans' newfound craving for large-sized cars.

The rise in popularity comes at an appropriate time, since Jaguar is set to make a big comeback in the Korean market next year as an EV-dedicated brand.

JLR’s Land Rover brand sold a total of 5,019 vehicles in the Korean market last year, up 61.2 percent on year from the previous year, according to data from the Korea Automobile Importers & Distributors Association (Kaida).

That’s the second sharpest on-year growth for an imported brand, after Lexus, which saw a 78.8 percent surge in sales.

The newest Range Rover was the biggest contributor. As the first, fully revamped version in nine years, over 3,500 Range Rover SUVs were sold in Korea in the last year alone, a 122 percent surge compared to the previous year.

The Defender SUV also added to the result. A total of 1,045 Defender SUVs were sold last year, the first time its sales surpassed the 1,000 mark.

JLR aims to maintain its growth in Korea by offering cheaper vehicles and more electric options.

The plug-in hybrid version of the latest Range Rover, which will hit Korea within the year. [JLR KOREA]

The British luxury carmaker is scheduled to introduce a plug-in hybrid version of the Range Rover within the year. The hybrid can run for over 100 kilometers (62 miles) on a single charge, according to Europe's WLTP standards. Korea’s certification number has not been confirmed yet.

“In Korea, the hybrid Range Rover will be the most anticipated lineup for the year,” said a JLR Korea spokesperson.

The Range Rover Evoque also hit Korea, offering customers a cheaper and lighter option.

JLR in December opened Korea’s first Range Rover boutique showroom at Starfield Mall in Hanam, Gyeonggi, as a business strategy to target young customers.

JLR Korea opened its first Land Rover showroom in Hanam, Gyeonggi, in December. [JLR KOREA]

The showroom not only displays cars on sale but also offers customers a type of exhibition where they can experience the value of the brand, JLR Korea said.

The emphasis on the Land Rover line comes as Jaguar closed all dealerships in Korea last year amid plunging sales. A total of 4,125 Jaguar cars were sold in 2017, but that dropped to 163 in 2022. Only 54 Jaguar cars were sold last year.

The Jaguar brand is slated to be relaunched in Korea next year with only EV lineups.

Its first EV model for release in the domestic market is expected to be a four-door GT model based on the Jaguar Electrified Architecture platform, according to Robin Colgan, managing director of JLR Korea.

Defender SUVs are on the roads. [JLR KOREA]

The EV is expected to run for over 700 kilometers on a single charge, with an approximate 150 million won ($110,000) sticker price tag.

“Jaguar will make a comeback as a luxury EV brand, and high-value cars will be sold in small quantity,” Colgan said.

BY SARAH CHEA [chea.sarah@joongang.co.kr]