JLR Korea attracts attention to various customer events
Following the ‘Range Rover House’ event
‘Destination Defender’ also opened
The brand’s unique off-road sensibility
Combined with modern lifestyle
Customers welcome a differentiated event
JLR (Jaguar Land Rover) Korea is attracting attention by continuously presenting various events so that customers can share the ‘modern luxury’ lifestyle.
‘Modern Luxury’ is a vision that embodies JLR’s brand philosophy and refers to the highest value pursued by JLR’s brands, such as Range Rover and Defender. Based on this philosophy, JLR Korea presented various events such as ‘Range Rover House’ and ‘Destination Defender’ in unique spaces, providing customers with a differentiated experience unique to the JLR brand.
JLR Korea held the ‘Destination Defender’ event in Inje and Yangyang, Gangwon-do in March and September. At this event, customers experienced off-road driving where they could feel the off-road driving technology and engineering of the Defender lineup.
Participants were able to experience the Defender lineup’s unrivaled driving performance and cutting-edge technology through an off-road course prepared on the beach and a specially designed DDE (Dynamic Display Equipment) structure. Outdoor programs with Defender also became something to enjoy. The event held last September was held in a place where you can enjoy auto camping. Participants experienced the harmony of adventure and luxury through a variety of programs such as camping in nature, water leisure sports, rock climbing, and family yoga that families can enjoy. The event received a great response by providing customers with a new experience that combines traditional off-road sensibility with a modern lifestyle.
Last December, JLR Korea opened Korea’s first ‘Range Rover House’ in Yeoju, Gyeonggi-do. Range Rover House is a global event series that provides luxury experiences to customers in world-class destinations such as London and Sydney. The event held in Yeoju also provided a modern lifestyle experience carefully selected in accordance with the brand philosophy.
JLR Korea exclusively unveiled the all-new Range Rover Sports SV at Range Rover House and simultaneously conducted a driving program that allowed people to experience the New Range Rover and New Range Rover Sports in person. In addition, △Custom Scent Blending to find your own scent △Sound Bath Meditation to refresh through meditation in the Church of the Heart designed by world-famous architect Tadao Ando △Naturalist Fine by star chef Sam Kim The event was filled with lifestyle experiences that satisfied all five senses, including a signature evening that showcases the essence of dining.
In particular, Range Rover House introduced the SV Bespoke Commissioning Suite program for the first time in Korea, which realizes the highest level of personalization through one-on-one consulting with experts. Range Rover owners were able to see and feel the design and materials that make up the Range Rover, and even created their own customized Range Rover like no other in the world.
Recently, Range Rover attracted attention by joining hands with the tennis industry, which is referred to as an ‘aristocratic sport’.
Range Rover has signed an official partnership with the Wimbledon Championships, the world’s most prestigious tennis tournament held in England, and is providing ceremonial vehicles. To commemorate this, JLR Korea held a Wimbledon Championship commemorative event at the British Embassy in Korea last July. At this event, the ‘Range Rover SV’, a model that demonstrates the brand value of ‘modern luxury’, and the performance flagship ‘Range Rover Sports SV’ Edition 1 that pursues the brand value of ‘sporty luxury’ were displayed and captured the attention of customers.
To celebrate the partnership between Range Rover and Wimbledon, Range Rover customers enjoyed the charm of tennis by watching the men’s singles semifinal match of the Wimbledon Championship under a white dress code concept. Prior to the game, customers also received quality coaching through one-point lessons from former national tennis player Hyeong-taek Lee. In addition, they enjoyed a wealth of Wimbledon’s iconic strawberry & cream dessert and champagne, and experienced the unique culture and traditions of Wimbledon with its long history in luxury.
A JLR Korea official said, “We will continue to hold various customer events in the future to convey the charm of each vehicle to customers and provide a differentiated ‘modern luxury’ experience.”
[한창호 기자]
