Jaguar Land Rover’s global headquarters has urged its Korean branch to adopt business strategies from its Japanese counterpart, citing concerns about lagging sales in Korea. The U.K.-based automaker regularly conducts visits to its international offices to evaluate performance. During a recent review of its Korean operations, executives noted that Korean sales are trailing behind Japan’s.
According to industry sources, high-ranking executives of the corporate headquarters emphasized that while sales in Korea have shown signs of recovery, more aggressive growth is needed to match Japan’s faster pace.
Jaguar Land Rover Korea sold 5,073 vehicles in 2023, a 54.9% increase from the previous year, according to the Korea Automobile Importers & Distributors Association (KAIDA). However, this figure remains significantly lower than the 15,473 units sold in 2018, marking a sharp decline in annual sales. Jaguar, in particular, has struggled with low sales, leading to a temporary suspension of operations in the second half of 2022. The brand plans to relaunch in Korea next year, focusing on selling electric vehicles directly from the headquarters without local dealerships.
Jaguar Land Rover Korea’s sales have steadily declined since 2019, when it sold 10,197 vehicles (7,713 Land Rovers and 2,484 Jaguars). Sales dropped to 5,676 vehicles in 2020, and by 2022, the company sold just 3,276 units (3,113 Land Rovers and 163 Jaguars).
In contrast, Land Rover’s performance in Japan has steadily improved, driven by growing demand for mid- to large-sized SUVs such as the Defender and Discovery. These models have found favor among Japanese consumers who prioritize practicality and stability, as well as a lifestyle focused on outdoor activities.
According to the Japan Automobile Importers Association (JAIA), Jaguar Land Rover sold 9,799 vehicles in Japan in 2022, a 77.8% increase from the previous year. This included 9,102 Land Rovers and 697 Jaguars. Marketing efforts in Japan, such as showcasing the Defender’s versatility in scenic locations like Karuizawa—a popular tourist destination for hot springs and skiing—have contributed to the brand’s success.
Although sales in Japan have been gradually increasing, the number of Land Rovers sold surpassed 3,000 units in 2013 and continued to grow, with the exception of a dip in 2019 (from 4,560 to 3,959 units). The Defender 110 became the best-selling import SUV model in Japan, with 4,462 units sold in the 2023 fiscal year, making it the 14th best-selling import vehicle overall.
Despite this, Jaguar Land Rover’s sales have slowed in both Korea and Japan in 2023, with the decline being more pronounced in Korea. From January to August, Jaguar Land Rover sold 2,791 vehicles in Korea, down 26.8% from the same period in 2022. In Japan, sales fell by 6.1%, from 6,187 to 5,808 vehicles.
In the past, Jaguar Land Rover Korea was often presented as a model for other Asian branches, including Japan. However, with the recent downturn in performance, the Korean division is being encouraged to learn from Japan’s success to regain its competitive edge in the region. Jaguar Land Rover operates offices across Asia, including in Korea, Japan, Singapore, and Australia.
