Jaguar Land Rover has been part of Japan’s automotive landscape for more than six decades, but its transformation over the past decade tells a deeper story of reinvention, cultural dialogue and long-term commitment. Under the leadership of Magnus Hansson, who has served as CEO of JLR Japan for the past 12 years, the brand has evolved from a niche importer into a luxury marque with a distinct local identity.
“Japan is an important but very challenging and competitive market with a highly sophisticated customer base,” Hansson said. “When I came to Japan, it was clear there was not a well-structured plan or confidence around the growth opportunity.”
What followed was a systematic, long-term strategy that rethought every aspect of the business, from retailer networks and financial services to branding, talent development and customer experience. The result was a steady cultural shift within the organization, culminating in a milestone year in 2024, when JLR surpassed 10,000 annual vehicle sales in Japan for the first time.
British design and craftsmanship remain at the heart of JLR’s appeal. Hansson describes the brands’ identities as “an amalgamation of many small things coming together as something unique,” from modern, reductionist exterior design to interiors that draw on British textile and leather traditions. The Range Rover, Defender, Discovery and Jaguar brands are “iconic and unmistakable,” he noted, offering a distinct alternative to German or Italian luxury.
Among these, the Defender holds a particularly resonant position. With roots tracing back to the first Land Rover in 1948, Defender has evolved into a standalone brand defined by capability, purpose and modern design.
“Japan is an important but very challenging and competitive market with a highly sophisticated customer base.”
Magnus Hansson, CEO of Jaguar Land Rover
Engineered in the U.K. and sold globally, it combines world-leading off-road performance with a broader mission, supporting humanitarian and conservation work through partnerships with organizations such as the Red Cross and Red Crescent, and the Tusk Trust. In Japan, its authenticity and sense of purpose align strongly with customer values of trust and durability.
While JLR’s identity is distinctly British, the experience of owning one is carefully localized. “Vehicle ownership and service experience must be local,” Hansson explained, pointing to Japan’s emphasis on personal rela¬tionships and service excellence.
Japan’s demanding standards have also shaped JLR’s global operations. “The Japanese customers’ requirements are the highest in the world,” he said, noting that improvements in quality, paint and body fit developed for Japan often become global benchmarks.
Sustainability is increasingly part of that dialogue. While Japanese consumers have traditionally prioritized quality and reliability, interest in lower-emission mobility and sustainable materials is growing. JLR has responded by expanding nonleather interior options and introducing advanced plug-in hybrid models that balance electric driving with long-distance flexibility.
Looking ahead, Hansson sees Japan as both a stable growth market and a proving ground for the future. “Japan is becoming appreciated again for the stability it offers,” he said. As Jaguar moves toward an all-electric future and the group advances its Reimagine strategy, Japan will continue to shape JLR’s evolution, sharpening its pursuit of modern luxury grounded in heritage, purpose and precision.
