HeyDealer
HeyDealer is a South Korea-based direct-to-consumer digital marketplace for certified used vehicles, serving individual buyers and sellers with accident-free guarantees, 1-year warranties, and nationwide delivery, operated by PR&D Tech Bay and PR&D Company.
- Company typePrivate
- Founded2014
- HeadquartersYeoksamdong, South Korea
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What HeyDealer does
HeyDealer (주식회사 피알앤디테크베이 / PR&D Tech Bay) is a South Korea-based digital marketplace for certified used vehicles, founded in 2014. The platform connects individual car buyers (내차사기) and sellers (내차팔기) through a website and mobile app, bundling every transaction with an accident-free guarantee, a 1-year warranty, free nationwide delivery, a free change-of-mind return policy, and a 99.9% sterilization car wash. The platform is operated by two related Korean corporations: (주)피알앤디테크베이 headquartered in Incheon as the primary operator, and (주)피알앤디컴퍼니 in Seoul acting as the communications sales intermediary. Revenue is generated through transaction-fee economics on completed vehicle sales, augmented by adjacent services including a hidden vehicle history lookup (중고차 숨은 이력) and a junk car disposal quote module (폐차 견적받기) accessible via a subdomain (pecha.heydealer.com). License plate market price information (번호판 시세) is provided as an in-app data layer to support purchasing decisions.
The company's distribution is direct-to-consumer and self-serve, with customer support delivered via a national phone line (1599-4783) and email. Its target customers are individual South Korean consumers seeking trust and warranty protection in used-car transactions, and the platform positions itself against both traditional dealership lots and the fragmented base of approximately 6,720 used-car trading operators active nationwide as of H1 2025. The company has raised approximately $33.7M in a February 2024 round led by a syndicate of leading Korean institutional investors, alongside earlier funding from CRIT Ventures (2023) and Premier Partners (2018), supporting ongoing scaling of product, geographic reach, and operations.
HeyDealer firmographics
Firmographics- Name
- HeyDealer
- Legal name
- (주) 피알앤디테크베이
- Website
- https://heydealer.co.kr
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- HeyDealer is a South Korea-based direct-to-consumer digital marketplace for certified used vehicles, serving individual buyers and sellers with accident-free guarantees, 1-year warranties, and nationwide delivery, operated by PR&D Tech Bay and PR&D Company.
- Ownership category
- akta.pro rank
HeyDealer industry classification
Industry- Product category
- Used Car Marketplace
- NAICS
- Used Car Dealers (44112)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Vehicle Remarketing, De-fleeting & Asset Disposal Services (THADAKAK)
- akta.pro secondary industry
- Vehicle Inspection, Grading & Condition Reporting Services (TLABAKAE)
Keywords
Where HeyDealer is headquartered
LocationHeadquarters
- HQ city
- Yeoksamdong
- HQ country
- South Korea
- HQ region
- Asia
Offices2 records
Markets served
HeyDealer business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Vehicle Transaction Facilitation: HeyDealer facilitates the buying and selling of certified used vehicles through its platform, generating revenue from transaction fees on completed sales
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
HeyDealer product offering
Product offeringCore offering
HeyDealer operates a digital marketplace platform that connects individual buyers and sellers of certified used vehicles in South Korea. All listed vehicles are certified as accident-free with a 1-year free warranty, simple regret returns at no cost, nationwide free delivery, and a 99.9% sterilization car wash. The platform also provides supplementary services including a hidden vehicle history check and junk car disposal quotation.
Product overview
HeyDealer is a certified used car marketplace platform operated by (주)피알앤디테크베이. The platform consists of a core marketplace (HeyDealer Platform) where users can buy and sell certified pre-owned vehicles, supplemented by additional services including 내차사기 for purchasing, 내차팔기 for selling, 중고차 숨은 이력 for vehicle history checks, and 폐차 견적받기 for junk car disposal quotes. All vehicles on the platform are guaranteed accident-free with a 1-year warranty, free nationwide delivery, and 99.9% sterilized car wash.
Differentiator
Problem solved
Functional benefit
Products and services
- HeyDealer Platform (Certified Used Car Marketplace)
Companies that use HeyDealer
Customer profileSegments1 record
Ideal customer profiles2 records
HeyDealer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
HeyDealer partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
HeyDealer competitors and assessment
Company assessmentDirect peers
- SK Encar: South Korea's largest online used-car marketplace, operated by SK Networks. Directly comparable to HeyDealer on product (certified used-car listings), target market (Korean consumers), and marketplace transaction-fee revenue model. Encar represents the dominant incumbent HeyDealer is competing against.
- KB Cha Cha Cha (KB Capital): KB Financial Group's used-car marketplace combining vehicle listings with captive financing. Directly competes with HeyDealer in Korean used-car transactions, with a structural advantage in financing cross-sell that HeyDealer does not currently match. Comparable on consumer audience and certified-vehicle value proposition.
- K Car: SK Networks' short-term rental brand that retails used rental-return vehicles through an integrated platform. Directly comparable on used-car sales in South Korea, with a captive supply pipeline from its rental fleet that gives it inventory cost advantages over HeyDealer's marketplace model.
- CarGurus: US-listed used-car marketplace using price-transparency and dealer-rating features. Closely matches HeyDealer's marketplace-plus-trust-signal positioning and target consumer (used-car buyers/sellers), though operating at much greater scale in a more mature market. Useful benchmark for marketplace monetization and trust-feature differentiation.
- Cars.com: US online automotive marketplace connecting car shoppers with sellers, offering pricing tools and editorial content. Comparable business model to HeyDealer's marketplace with similar monetization from dealer leads and listings, and serves as a North American reference point for marketplace unit economics.
- Auto Trader (UK): UK's leading digital automotive marketplace with vehicle history, valuation, and dealer-listing capabilities. Strongly analogous to HeyDealer on product scope (listings + vehicle information services) and on two-sided marketplace dynamics. Useful peer for benchmarking international expansion potential.
- TrueCar: US online automotive marketplace focused on transparent pricing and certified dealer networks. Comparable to HeyDealer on trust-and-pricing differentiation, though TrueCar operates primarily on a pay-per-lead dealer model rather than HeyDealer's direct transaction-fee model. Useful peer for monetization benchmarking.
Broad incumbents
- Cox Automotive: Cox Enterprises' automotive division encompassing Autotrader.com, Kelley Blue Book, Manheim auctions, and Dealertrack. Overlaps with HeyDealer through used-car listings and valuations but operates across the full automotive-services stack. Represents the kind of integrated incumbent HeyDealer could eventually compete against or partner with.
Regional players
- Carro: Southeast Asia's largest used-car marketplace with operations in Singapore, Indonesia, Thailand, and Malaysia. Comparable business model (online used-car transactions with inspection/warranty services) and stage of development. Provides a template for HeyDealer's potential Southeast Asian expansion.
Emerging players
- CarDekho: Indian auto platform with significant used-car listings, pricing tools, and dealer connections. Comparable marketplace-plus-data model to HeyDealer, operating in an emerging-market context with similar trust-and-verification challenges. Useful reference for emerging-market used-car playbook.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
HeyDealer social profiles
Digital presenceHeyDealer financial estimates
Financial estimateRevenue estimate
Valuation estimate
HeyDealer leadership team
Management profileNumber of profiles
Profiles1 record
HeyDealer funding detail
Funding detailFunding overview
Funding rounds3 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HeyDealer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HeyDealer
What does HeyDealer do?
HeyDealer operates a digital marketplace platform that connects individual buyers and sellers of certified used vehicles in South Korea. All listed vehicles are certified as accident-free with a 1-year free warranty, simple regret returns at no cost, nationwide free delivery, and a 99.9% sterilization car wash. The platform also provides supplementary services including a hidden vehicle history check and junk car disposal quotation.
Is HeyDealer a public or private company?
HeyDealer is a private company. It is classified as venture growth investor backed and is currently operating.
When was HeyDealer founded?
HeyDealer was founded in 2014. It employs 101 to 250 people.
Where is HeyDealer based?
HeyDealer is headquartered in Yeoksamdong, South Korea, in the Asia region.
How does HeyDealer make money?
One revenue line is on record: vehicle Transaction Facilitation.
Who are HeyDealer's main competitors?
Direct peers on record are SK Encar, KB Cha Cha Cha (KB Capital), K Car, CarGurus, Cars.com, Auto Trader (UK) and TrueCar. Cox Automotive is listed as a broad incumbent. Carro is listed as a regional player. CarDekho is listed as an emerging player.
Does HeyDealer have an API?
No public API is recorded for HeyDealer.
What industry is HeyDealer in?
HeyDealer's product category is Used Car Marketplace. Its primary akta.pro industry code is THADAKAK, Vehicle Remarketing, De-fleeting & Asset Disposal Services, with a secondary code of TLABAKAE, Vehicle Inspection, Grading & Condition Reporting Services. Its NAICS code is 44112 and its SIC code is 5500.