PR&D Company
PR&D Company (Heydealer) operates a South Korean dual-sided used car transaction platform serving individual sellers, member dealers, and certified buyers through its app, zero auction service, Techbay production facility, and Revolt used EV brand.
- Company typePrivate
- Founded2014
- HeadquartersSeoul, South Korea
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What PR&D Company does
PR&D Company (operating as Heydealer) is a South Korean used car transaction platform founded in 2014, headquartered in Seoul at Samsung Fire Seocho Tower. The company operates a dual-sided marketplace serving individual car sellers (내차팔기), member dealers, and used car buyers (내차사기) in a Korean used car market that sees approximately 5 million transactions annually. Heydealer holds the #1 position in the car-selling segment and has expanded into certified used car retail and used electric vehicles through dedicated sub-brands.
The company's core products include the Heydealer mobile app, the zero self-service auction platform (offering both self-bidding and dealer professional evaluation variants), Techbay (a wholly-owned subsidiary operating the nation's largest integrated used car production facility for diagnosis, maintenance, detailing, certification, and storage in Incheon), and Revolt (a wholly-owned EV sub-brand with a dedicated showroom in Yongin). Key technical capabilities include an AI-powered Vehicle Photo Optimization system using computer vision (vehicle detection, depth estimation, and outpainting) to standardize listing imagery, an AI-based Hidden History Finding service aggregating public recall and maintenance data, and the Heydealer Eye thermal imaging scanner for non-visible vehicle inspection. The company maintains 150,000 customer reviews with a 4.8-star rating and is supported by an estimated 200-300 person organization across product, engineering, AI, customer communication, brand marketing, business development, and finance functions.
Revenue is generated through multiple streams: platform transaction fees on auction sales, commissions on certified used car sales through Techbay, direct sales of certified used EVs under the Revolt brand, and professional vehicle inspection services through zero. The company has raised approximately $42.6M cumulatively across six disclosed rounds, with the largest being a $33.7M Series 3 in February 2024 led by Atinum Partners, IMM, and Industrial Bank of Korea. Management is targeting an IPO within 1-2 years and is currently engaged in accounting standards conversion work. Distribution operates through a hybrid model combining the self-serve app, physical Techbay centers, the Revolt EV showroom, and partnerships with transportation logistics providers and inspection partners such as Kabazo.
PR&D Company firmographics
Firmographics- Name
- PR&D Company
- Legal name
- (주)피알앤디컴퍼니
- Website
- https://prnd.co.kr
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PR&D Company (Heydealer) operates a South Korean dual-sided used car transaction platform serving individual sellers, member dealers, and certified buyers through its app, zero auction service, Techbay production facility, and Revolt used EV brand.
- Ownership category
- akta.pro rank
PR&D Company industry classification
Industry- Product category
- Used Vehicle Marketplace
- NAICS
- Used Car Dealers (44112), Used Car Dealers (441120)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)
- akta.pro secondary industry
- Managed Consignment & Authentication-led Resale (CRAFAGAN)
Keywords
Where PR&D Company is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices4 records
Markets served
PR&D Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Used Car Transaction Fees (내차팔기): Platform fee from facilitating used car sales transactions between sellers and dealer members. Heydealer operates a self-service auction platform and zero service (full-service inspection and handling).
- Certified Used Car Sales Commission: Commission from certified used car sales through Techbay, which handles diagnosis, maintenance, detailing, certification, and storage of vehicles before sale to consumers.
- Revolt EV Sales: Direct sales of certified used electric vehicles under the Revolt brand, operated through dedicated showrooms and online channels.
- Zero Evaluation Service: Vehicle inspection and evaluation service provided to dealers through the zero platform, where professional evaluators conduct vehicle inspections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Techbay Diagnostic Team Member (Incheon) - Contract position |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
PR&D Company product offering
Product offeringCore offering
PR&D Company (Heydealer) designs, develops, and operates a dual-sided used car transaction platform connecting individual sellers with dealer buyers through self-service and professional auction services (zero). The company also operates Techbay, the nation's largest used car production center handling diagnosis, maintenance, detailing, certification, and storage, and sells certified used cars with 1-year warranty through physical showrooms and the Revolt sub-brand for used electric vehicles. The mobile app and website serve as the primary transaction interface, supported by AI-powered vehicle photo optimization, hidden history finding, and thermal imaging inspection technologies.
Product overview
PR&D Company (Heydealer) operates a dual-sided used car transaction platform. The core offering includes 헤이딜러 for both 내차팔기 (car selling, via zero auction services for dealers) and 내차사기 (car buying, via certified used car sales). Techbay is the production infrastructure where vehicles are diagnosed, repaired, detailed, and certified. Revolt is the specialized EV sub-brand. Key features include 숨은이력찾기 for AI-powered vehicle history retrieval, vehicle photo optimization, and the THRU limited-edition sales program.
Differentiator
Problem solved
Functional benefit
Brands
- 테크베이: 고품질 중고차를 대량 생산하는 전국 최대 규모 센터. 진단·정비·상품화·인증·보관까지 직접 운영.
- 헤이딜러 인증중고차
- 리볼트
Products and services
- Heydealer zero (Self-Service Auction) A self-service auction platform enabling individual car owners (sellers) to list their vehicles and have dealers bid on them, providing transparent pricing, professional vehicle inspection, and nationwide evaluator networks. Used by individual sellers seeking fair market value for their vehicles through competitive dealer bidding.
- Heydealer zero (Dealer Auction) A dealer-focused auction service where professional evaluators conduct vehicle inspections and registered dealers can bid on certified vehicles. Includes real-time operations management and compensation review for diagnostic errors. Designed for member dealers who use the platform to source inventory for resale.
- Techbay (Certified Used Car Production Center) A large-scale used car production center handling diagnosis, maintenance, detailing, certification, and storage of vehicles for the Heydealer certified used car and Revolt EV programs. The largest facility of its kind in South Korea, processing hundreds of vehicles daily and supporting the platform's certified vehicle offerings.
- Heydealer Certified Used Cars (인증중고차) A certified used car purchase service providing trustworthy vehicles with 1-year free warranty and free returns. All vehicles are inspected, detailed, and authenticated at the Techbay production center before being sold to consumers through the Heydealer app and website.
- Revolt (Used Electric Vehicles) Heydealer's dedicated used electric vehicle brand offering specialized EV-only diagnostics and certification. Features proprietary eye technology for thermal imaging scans and comprehensive EV inspection services. Operated through a dedicated showroom in Yongin (AutoHub L floor) and online consultation channels, providing both physical visits and digital sales options.
Quantifiable outcome
- 150,000 customers with 4.8 star app store rating
- +1 more outcomes
Companies that use PR&D Company
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
PR&D Company technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
PR&D Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Kabazo (카바조)coreKabazo is a vehicle inspection service that Heydealer collaborates closely with for the 내차사기 (car buying) service expansion. The partnership enables comprehensive vehicle inspection to address customer concerns about used car quality and hidden issues.
- Transportation Companies (탁송 업체)corePartner transportation companies handle vehicle delivery for the zero service, picking up vehicles from sellers and delivering to dealers. These partnerships are essential for the end-to-end transaction management.
- AutoHub (오토허브)minorAutoHub facility in Yongin houses the Revolt showroom for EV sales, providing retail space for Heydealer's used electric vehicle brand.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
PR&D Company competitors and assessment
Company assessmentDirect peers
- Kavak: Mexico-born vertical used car unicorn operating reconditioning centers plus a digital marketplace across LATAM and emerging markets; comparable to Heydealer for its production-center-plus-platform model targeting opaque used car markets.
- Carvana: US online-first used car retailer with proprietary reconditioning facilities and home delivery; directly comparable to Heydealer's app-driven certified used car sales with vertical integration, though Carvana's physical infrastructure model is much larger scale.
- Carsome: Carsome is Southeast Asia's largest used car ecommerce platform operating an end-to-end model with inspection centers, auction platform, and retail sales — structurally analogous to Heydealer's Techbay + zero auction + certified retail stack across Malaysia, Indonesia, Thailand, and Singapore.
- ACV Auctions: US-based digital wholesale used car auction platform connecting dealers with vetted inventory via 20-minute virtual auctions; directly comparable to Heydealer's zero auction service targeting dealer members with vehicle inspection and bid management.
- Vroom: US online used car marketplace with e-commerce platform, reconditioning, and direct-to-consumer sales; operates a model structurally similar to Heydealer's app plus certified inventory stack though Vroom's scale challenges illustrate execution risks in this category.
- Carro: Singapore-based full-stack used car marketplace combining inspection, financing, and dealer-to-consumer transactions across Southeast Asia, closely mirroring Heydealer's integrated platform plus dealer network approach.
- Autohero: European online used car retailer (subsidiary of AUTO1 Group) offering certified used cars with warranty and home delivery across Germany and other European markets; directly comparable business model to Heydealer's certified retail arm.
Broad incumbents
- CarMax: Largest US used car retailer combining physical superstores, online inventory, certified pre-owned programs with warranties, and in-house financing — the established benchmark for the certified used car retail model Heydealer's Techbay unit is replicating in Korea.
- SK Encar: Korea's dominant online used car listing and information platform operated by SK Networks; serves as the broad incumbent in Heydealer's home market with deeper dealer network and financing partnerships but less vertical integration.
- KB Capital (KCar): Korean used car platform affiliated with KB Financial Group offering financing-integrated certified used car sales; represents the OEM-adjacent incumbent model with captive finance arms that Heydealer must compete against in the retail buying segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
PR&D Company social profiles
Digital presencePR&D Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
PR&D Company leadership team
Management profileNumber of profiles
Profiles12 records
PR&D Company subsidiaries and ownership
Company hierarchySubsidiaries2 records
PR&D Company funding detail
Funding detailFunding overview
Funding rounds7 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PR&D Company M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PR&D Company
What does PR&D Company do?
PR&D Company (Heydealer) designs, develops, and operates a dual-sided used car transaction platform connecting individual sellers with dealer buyers through self-service and professional auction services (zero). The company also operates Techbay, the nation's largest used car production center handling diagnosis, maintenance, detailing, certification, and storage, and sells certified used cars with 1-year warranty through physical showrooms and the Revolt sub-brand for used electric vehicles. The mobile app and website serve as the primary transaction interface, supported by AI-powered vehicle photo optimization, hidden history finding, and thermal imaging inspection technologies.
Is PR&D Company a public or private company?
PR&D Company is a private company. It is classified as venture growth investor backed and is currently operating.
When was PR&D Company founded?
PR&D Company was founded in 2014. It employs 51 to 100 people.
Where is PR&D Company based?
PR&D Company is headquartered in Seoul, South Korea, in the Asia region.
How does PR&D Company make money?
Four revenue lines are on record. Used Car Transaction Fees (내차팔기) is the primary driver. The others are certified Used Car Sales Commission, revolt EV Sales and zero Evaluation Service.
Who are PR&D Company's main competitors?
Direct peers on record are Kavak, Carvana, Carsome, ACV Auctions, Vroom, Carro and Autohero. Broad incumbents are CarMax, SK Encar and KB Capital (KCar).
Does PR&D Company have an API?
No public API is recorded for PR&D Company.
What industry is PR&D Company in?
PR&D Company's product category is Used Vehicle Marketplace. Its primary akta.pro industry code is CRAFABAJ, Automotive Parts, Tools & Accessories Marketplaces, with a secondary code of CRAFAGAN, Managed Consignment & Authentication-led Resale. Its NAICS code is 44112 and its SIC code is 5500.