What LOTTE rental does

LOTTE rental Co., Ltd. (롯데렌탈 주식회사) is South Korea's largest vehicle rental and mobility services company, operating approximately 260,000 vehicles across 300+ branches and serving both individual consumers and corporate clients. Founded in 1986 as Korea Informatics Telesis Inc. and rebranded after Lotte Group acquisition in June 2015, the company has been KOSPI-listed (ticker 089860) since August 2021 and is controlled by Hotel Lotte (38.14%) and Busan Lotte Hotel (23.04%). The business is structured across two segments: Automobility (Lotte Rent-a-car, Lotte Auto Lease, Lotte Auto Care, Lotte Auto Auction, and Lotte Rent-a-car G car car-sharing) and Biz Solution (OA equipment, general/industrial equipment, lifts, and measuring instruments), with additional lifestyle rental (MYOMEE) and premium subscription products (KT phone/TV partnerships).

The company's revenue model is anchored in subscription-based recurring contracts across short-term and long-term vehicle rentals, fleet leasing, used-car auction/retail, OA/industrial equipment rentals, and lifestyle product subscriptions, with FY2025 consolidated revenue of KRW 29,188 billion (~USD 21 billion), operating profit of KRW 3,125 billion, and net income of KRW 1,267 billion. Core technology includes a proprietary digital mobility platform combining IoT-based vehicle monitoring, smart keybox (24-hour contactless service), mobile applications (Lotte Rent-a-car, G car, Mycar, Bizcar), online 5-minute quote-to-contract platforms, and Oracle/SAP ERP systems supported by Rimini Street, with reinvestment directed toward AI, ESG mobility, cloud, and RPA initiatives. Go-to-market combines 300+ direct branches, four consumer-facing mobile apps, a B2B portal (business.lotterental.com), the Lotte Auto Auction platform handling 1,500 vehicles per session, and a UAE-based Lotte Auto Global subsidiary for used-car exports; geographic operations span Korea, Thailand (Bangkok subsidiary established March 2017), Vietnam (Ho Chi Minh, Da Nang, Hanoi offices established March 2008), and the UAE (Lotte Auto Global established August 2024).

The customer base spans individual retail renters and corporate B2B clients across multiple industries (telecommunications, energy, construction, leisure, education) with named enterprise customers including KT, Lotte Cinema, S-OIL, Daewoo E&C, GKL, and Myongji University; the company holds investment-grade credit ratings (Moody's Baa3, Fitch BBB-, both maintained three consecutive years through 2026), MSCI ESG AAA rating (since 2024), and multiple ISO certifications (37001 anti-bribery, 37301 compliance, 9001 quality), with active compliance and ESG programs supporting corporate ESG-mandated procurement requirements.

Name

LOTTE rental

Legal name

LOTTE rental Co., Ltd. (롯데렌탈 주식회사)

Website

https://lotterental.com

Company type

Public

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

LOTTE rental (KOSPI: 089860) is South Korea's largest vehicle rental and mobility services company, operating a 260,000-vehicle fleet across 300+ branches with international subsidiaries in Thailand, Vietnam, and the UAE. It serves individual consumers and corporate clients through integrated rental, leasing, fleet management, used-car auction, and B2B equipment rental services.

Ownership category

akta.pro rank

Product category

Vehicle Rental & Leasing

NAICS

Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321), Consumer Goods Rental (5322)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Equipment Rental & Leasing, Nec (7359)

akta.pro primary industry

Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD)

akta.pro secondary industries

Corporate & Government Contract Car Rental (THADAAAJ), Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH)

Keywords

• Vehicle rental services
• Automobile leasing
• Car sharing subscriptions
• Corporate fleet management
• Used car auctions

Headquarters

HQ city

Yeoksamdong

HQ country

South Korea

HQ region

Asia

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Short-term and Long-term Vehicle Rentals: Core revenue stream from rental contracts covering short-term (daily/weekly) and long-term (monthly/annual) vehicle rentals. Fleet utilization rates drive revenue, with commercial customers providing steadier demand than retail renters.
2. Fleet Leasing (오토리스): Vehicle leasing to corporate clients including commercial trucks, special-purpose vehicles, and imported cars. Includes full-service offerings: tax filing, insurance renewal, maintenance, and vehicle disposition.
3. Used Car Disposal (오토옥션): Revenue from used-car auction, domestic sales, and export platforms. With 180,000+ vehicles in own fleet, Lotte Rental generates recurring used-car disposition revenue through its auction platform and the newly launched T car retail brand (May 2025).
4. OA and Equipment Rental (Biz Solution): Rental of office equipment (PCs, multifunction printers), environmental appliances, general equipment (CNC machines, industrial equipment), lifts (aerial work platforms, forklifts), and measurement instruments to corporate clients. Contract terms range from 1 week to 60 months.
5. Premium and Lifestyle Rentals: Revenue from premium product rentals (Harley-Davidson motorcycles, Yamaha grand pianos), aquarium rentals, phone subscription/replacement services (KT partnership), and TV replacement services.
6. MYOMEE Lifestyle Platform: Subscription-based lifestyle rental platform offering consumer electronics, furniture, golf equipment, and pet supplies with installment payment options and buyout options at end of term.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

LOTTE rental is South Korea's largest comprehensive rental company providing short-term and long-term vehicle rentals, automobile leasing, car sharing, used car auction and disposal, and corporate fleet management services through a fleet of 260,000+ vehicles. Beyond automobiles, the company also rents office equipment, industrial machinery, lifts, measuring instruments, and lifestyle products through its Biz Solution and MYOMEE platforms, serving both individual consumers and corporate clients.

Product overview

LOTTE rental is South Korea's leading comprehensive rental company offering a diversified portfolio of mobility and business rental solutions. The Automobility segment includes five core brands: Lotte Rent-a-car (short/long-term rentals), Lotte Autolease (automobile financing), Lotte Autocare (maintenance services), Lotte Auto Auction (used car platform), and Lotte Rent-a-car G car (car sharing). The Biz Solution segment provides office equipment, general equipment, lifts, and measuring equipment rentals. Additionally, the company operates lifestyle rental platform MYOMEE and premium subscription services including phone and TV replacement programs. With 300 branches across Korea and subsidiaries in Thailand and Vietnam, the company serves both individual and corporate customers through a multi-brand, multi-service architecture.

Differentiator

Problem solved

Functional benefit

Brands

• Lotte Rent-a-car (롯데렌터카): Korea's No.1 car rental brand offering short-term, monthly, and chauffeur-driven rentals, long-term rentals, and used car services.
• Lotte Auto Lease (롯데오토리스)
• Lotte Auto Care (롯데오토케어)
• Lotte Auto Auction (롯데오토옥션)
• Lotte Rent-a-Car G car (롯데렌터카 G car)
• MYOMEE (묘미)
• MyCar (마이카)
• BizCar (비즈카)

Products and services

• Lotte Rent-a-car (롯데렌터카) South Korea's No.1 car rental brand offering short-term, monthly, chauffeur-driven rentals, and long-term rentals to individual consumers and corporate customers.
• Lotte Auto Lease (롯데오토리스) Automobile financial services offering personal leasing, commercial vehicle leasing, and imported car leasing with full-service support including tax payment, insurance renewal, and maintenance agency services.
• Lotte Auto Care (롯데오토케어) Vehicle maintenance subsidiary providing scheduled mobile maintenance, emergency/accident repairs, and engine oil/tire distribution services.
• Lotte Auto Auction (롯데오토옥션) Used car auction platform with a 20,000 pyeong facility handling 1,500 vehicles per session, supporting domestic sales, export, and verification services.
• Lotte Rent-a-car G car (롯데렌터카 G car) Car sharing service available at major transit hubs, city centers, and residential areas, offering subscription plans (G car Pass), monthly usage (G car M), and corporate solutions (G car Biz).
• OA Equipment Rental (사무기기 렌탈) Rental services for office equipment including laptops, desktops, monitors, multifunction printers, copiers, and other OA devices for businesses with 1 week to 60 months contract terms.
• General Equipment Rental (일반장비/기기 렌탈) Rental of industrial equipment including CNC machines, industrial machinery, computer systems, energy-saving equipment, golf carts, and cleaning vehicles.
• Lift Rental (리프트 렌탈) Rental of aerial work platforms (scissor lifts, boom lifts) and forklifts from brands like JLG, Genie, Skyjack, Toyota, Hyundai, Doosan, Clark, and TCM for construction sites and logistics operations.
• Measuring Equipment Rental (측정기 렌탈) Rental and sales of communication, broadcasting, electrical, and electronic measuring equipment including network analyzers, spectrum analyzers, and OTDR devices, with short-term and long-term discount pricing tiers.
• MYOMEE Lifestyle Rental Platform (묘미) Non-face-to-face lifestyle rental platform offering premium appliances, furniture, luxury goods, golf equipment, and pet supplies with monthly installment payment options and buyout options at end of term.
• Phone Subscription Service (스마트폰 구독 서비스) Smartphone subscription service in partnership with KT, allowing users to use Galaxy S22 for 1 year and exchange for a new smartphone on a 24-month default contract with deposit insurance.
• TV Replacement Service (반값초이스plus) TV replacement service allowing customers to exchange their UHD/QLED TV for the latest model after 3 years with up to 5-year warranty, on contracts up to 60 months in length.
• Aquarium Rental (아쿠아리움 렌탈) Custom aquarium rental service with marine life, freshwater fish, coral, and plants, along with ongoing maintenance services for corporate lobbies and premium spaces.
• Premium Product Rental (프리미엄 상품 렌탈) Rental of premium items including Harley-Davidson motorcycles and Yamaha grand pianos on 12-60 month terms.
• Bizcar (비즈카) Corporate Long-term Rental Long-term car rental service for corporate customers offering flexible contract terms without cancellation fees after initial periods via Bizcar 420 and Bizcar 530 products.
• Mycar (마이카) Individual Long-term Rental Long-term car rental service for individual customers, with 24-hour online quoting and contract capability through the Shin-cha-jang Direct platform.
• T car Used Car Retail Brand Used car retail brand launched in May 2025 for retail sales of used vehicles remarketed from the rental and lease fleet.
• Mycar Save Used Car Long-term Rental Used car long-term rental product launched November 2023, enabling individual customers to access previously leased or rented vehicles on rental terms.
• Lotte Auto Global Used Car Export UAE subsidiary handling used car export forwarding and international distribution for remarketed fleet vehicles, in partnership with PicknBuy24 for Japanese exports.
• Environmental Appliance Rental (환경가전 렌탈) Corporate-exclusive environmental appliance rental (water purifiers, bidets, air purifiers, massage chairs) from Coway, Chunho Nais, SK Magic, and Cuckoo brands, with 36 to 60 months contracts.

Quantifiable outcome

• Over 50% savings on annual SAP/Oracle support fees through Rimini Street partnership
• +7 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Rimini StreetcoreTechnology or Integration · 31 March 2026Multi-year partnership (initially 1-year Oracle contract in 2024, extended for 3 additional years + new 3-year SAP contract) with Rimini Street for Oracle and SAP enterprise software support. Delivers over 50% savings on annual support fees with a dedicated Primary Support Engineer backed by a global ERP expert team. Savings are being reinvested into AI initiatives, ESG mobility services, cloud capabilities, and robotic process automation, expected to save 100,000+ work hours over 5 years.
• KT CorporationcoreStrategic or Co-development PartnerLotte Rental and KT co-develop phone subscription (KT 폰 구독), phone replacement (KT 안심 체인지), and TV replacement (반값초이스 Plus) services. KT provides distribution channels (retail stores, online portal kt.com) and manages billing through its telecommunications infrastructure. Lotte Rental provides device logistics, quality management, and insurance/warranty services.
• PicknBuy24minorStrategic or Co-development PartnerPartnership with Japanese global used-car export company PicknBuy24 to facilitate international used-car exports through Lotte Auto Auction's global platform.
• Lotte Group affiliatescoreStrategic or Co-development PartnerLotte Rental operates within the Lotte Group ecosystem, benefiting from cross-promotional opportunities with Lotte Hotel, Lotte Cinema, Lotte Department Store, Lotte Mart, and other group companies. The group has announced plans to divest its majority stake in Lotte Rental to private equity.
• Green Car (acquired 2013)coreStrategic or Co-development PartnerAcquired car-sharing service Green Car in October 2013. Rebranded as 'Lotte Rent-a-car G car' in September 2024. Operates as a wholly-owned subsidiary providing car-sharing subscription services (G car Pass, G car M, G car Biz).
• 집카 (Zipcar-style joint venture)minorStrategic or Co-development PartnerLotte Auto Lease partnered with '집카' to introduce Korea's first specialized box truck (집게트럭) operating lease product, targeting logistics companies needing specialized cargo vehicle solutions.

Scale indicators12 records

Recent moves10 records

Expansion highlights7 records

Broad incumbents

• Hertz Global Holdings: Global incumbent in passenger car rental with fleet scale comparable to Lotte's 260,000 vehicles, though broader international footprint. Comparable on asset-heavy rental economics, fleet depreciation dynamics, and OEM buyback programs.
• Avis Budget Group: Global car rental incumbent with significant fleet leasing operations. Directly comparable on asset utilization management, fleet refresh economics, and corporate B2B fleet contracts.
• LeasePlan: Global fleet management and vehicle leasing company comparable to Lotte Auto Lease and Bizcar segments. Operates at significantly larger international scale with full-service fleet outsourcing comparable to Lotte's full-service lease offerings.
• Enterprise Mobility (Enterprise Rent-A-Car): Largest global car rental and fleet management operator; competes in the corporate fleet leasing and mobility subscription segments where Lotte's Bizcar, Mycar, and Auto Lease brands operate.

Direct peers

• ORIX Corporation: Japan-headquartered diversified leasing and rental group with large automotive fleet leasing, car rental, and equipment rental operations. Closest international analog to Lotte Rental's hybrid mobility + equipment rental model with corporate B2B focus.
• AJ Rent-a-Car: Korean short- and long-term car rental operator competing head-to-head with Lotte Rent-a-car for retail consumers and corporate fleet accounts across Korea.
• SK Rent-a-Car: Direct Korean competitor in passenger car rental and fleet leasing. Affinity Equity Partners had previously acquired SK Rent-a-Car as a vehicle toward taking control of Lotte Rental before the FTC blocked the deal — making it the most directly comparable peer for both fleet rental and corporate leasing.
• Sixt SE: European-headquartered integrated mobility provider combining short-term rental, long-term leasing (Sixt Leasing), and subscription services. Closely aligned with Lotte Rental's omnichannel mobility subscription (Mycar, Bizcar, G car) strategy.

Emerging players

• Socar: Korea's largest car-sharing operator and direct competitor to Lotte's G car brand. Overlapping business in consumer mobility-as-a-service though without Lotte's scale in long-term rental or B2B fleet leasing.

Regional players

• CAR Inc. (China Auto Rental): China's largest car rental operator with 100,000+ vehicle fleet. Useful Asia peer benchmark for fleet rental unit economics, though operates in different regulatory and competitive environment than Korea.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/lotte_rentacar
• YouTubeyoutube.com/channel/UCG0WGiX5ZC9JxjSZIf5GZDQ
• Facebookfacebook.com/rental.lotte.5
• Instagraminstagram.com/lotte_rentacar

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments4 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LOTTE rental