Celik Motor

What Celik Motor does

Çelik Motor Ticaret Anonim Şirketi is a Turkish automotive distribution and mobility services company founded on February 26, 1960, headquartered in Ümraniye, Istanbul, and operating as a subsidiary of Anadolu Grubu (Anadolu Group). The company runs three core brands: Kia, for which it serves as the exclusive Turkish distributor since 2001 across the full lineup including EV, hybrid, and ICE models; Garenta, a 100% domestically funded car rental brand with sub-brands GarentaPRO (long-term corporate fleet leasing on monthly subscription contracts of 1–3 years) and GarentaDAY (short-term daily rental at 16+ airport and city branches across 10+ Turkish cities), supported by dynamic pricing and a fleet of approximately 30,000 vehicles; and Praticar, an urban car-sharing and short-term mobility brand launched in 2026.

The business model is multi-stream: new-vehicle distribution generates one-time sales revenue through the authorized Kia dealer network; GarentaPRO generates recurring monthly subscription revenue from corporate fleet contracts with maintenance and insurance bundled; GarentaDAY generates usage-based revenue from daily and short-period rentals with dynamic pricing, including 6-installment credit-card payment options; and Praticar introduces a digital-first subscription/usage-based urban mobility model. Former brands ikinciyeni.com (Turkey's first online used-car auction platform, launched 2013) and Carwizz Oto Ekspertiz (vehicle appraisal, launched 2022) were divested in 2025 to refocus on core operations.

Çelik Motor sells to three primary customer segments: corporate fleet buyers (GarentaPRO), individual consumers (GarentaDAY and Kia retail buyers), and urban mobility users (Praticar). Go-to-market combines an authorized Kia dealer network, direct corporate fleet sales, physical rental branches at airports and city centers, online booking platforms, and partnerships with international rental aggregators such as DiscoverCars. The company carries an AA (TR) long-term credit rating with Stable outlook from JCR Eurasia Rating (July 2025), ISO 22301 business continuity certification, and benefits from Kia's international design and quality awards (J.D. Power, Red Dot, iF Design, Car of the Year). The current General Manager for Kia Turkey, Garenta, and Praticar is Şafak Savcı, effective April 1, 2026.

Name

Celik Motor

Legal name

Çelik Motor Ticaret Anonim Şirketi

Website

https://celikmotor.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

251–500 employees

Short description

Çelik Motor is the exclusive Turkish distributor of Kia and operates Garenta (daily and corporate car rental) and Praticar (urban car-sharing) under Anadolu Group, serving corporate fleet clients, individual consumers, and urban mobility users across Turkey with a 30,000-vehicle fleet.

Ownership category

akta.pro rank

Product category

Automotive Distribution and Mobility Services

NAICS

Automobile Dealers (4411)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

Keywords

• Automotive distribution
• Car rental services
• Corporate fleet leasing
• Urban mobility solutions
• Vehicle inspection services

Headquarters

HQ city

Istanbul

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Automobile Distribution (Kia): Çelik Motor serves as the official distributor of Kia vehicles in Turkey, generating revenue through the sale of new Kia automobiles through authorized dealership network.
2. Corporate Fleet Leasing (GarentaPRO): Long-term vehicle rental services to corporate clients, providing fleet solutions with flexible terms from 1-3 years, including comprehensive maintenance and support services.
3. Short-term Vehicle Rental (GarentaDAY): Daily and short-period vehicle rental services through airport and city branch offices, with dynamic pricing and 24/7 customer support.
4. Urban Mobility (Praticar): Short-term urban vehicle usage services launched in 2026, addressing city-center and short-duration mobility needs with smart operational design and user experience focus.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Çelik Motor is the exclusive distributor of Kia vehicles in Turkey via an authorized nationwide dealer network, and operates the Garenta car rental brand (short-term GarentaDAY at airport and city branches plus long-term GarentaPRO corporate fleet leasing). The company also launched Praticar in 2026 for car-sharing and short-duration urban mobility, and previously operated the ikinciyeni.com online used-car auction platform and Carwizz Oto Ekspertiz vehicle inspection services.

Product overview

Celik Motor Ticaret Anonim Şirketi operates as a diversified automotive and mobility company, distributing Kia vehicles and operating rental/mobility brands. The company manages three core brands currently: Kia (automobile distribution), Garenta (corporate car rental with sub-brands GarentaPRO and GarentaDAY), and Praticar (car sharing). Former brands include ikinciyeni.com (online used car auction platform) and Carwizz Oto Ekspertiz (vehicle appraisal), both transferred in 2025. The company traces its roots to 1960 and is part of Anadolu Group.

Differentiator

Problem solved

Functional benefit

Brands

• Kia: Automobile brand distributed by Çelik Motor in Turkey since 2001
• Garenta
• Praticar

Products and services

• Kia Vehicle Distribution Exclusive distribution of Kia vehicles (electric, hybrid, and ICE) in Turkey through an authorized nationwide dealership network, offering sales, after-sales service, and spare parts. Targeted at Turkish consumers and corporate buyers purchasing new vehicles from the South Korean Kia brand.
• Garenta Car Rental 100% domestically funded corporate car rental brand offering both short-term daily rentals (GarentaDAY) and long-term corporate fleet leasing (GarentaPRO) across 16+ airport and city branch offices in Turkey. Targeted at individual consumers, business travelers, and corporate fleet customers.
• GarentaPRO Long-term Corporate Rental Long-term corporate fleet leasing with flexible terms from 1-3 years, including comprehensive maintenance, insurance, depreciation, and support services. Targeted at corporate companies requiring fleet vehicles for business operations.
• GarentaDAY Short-term Daily Rental Daily and short-period vehicle rental services operated at airport and city branch offices across Turkey with dynamic pricing and 24/7 customer support. Targeted at individual consumers for travel, business trips, and tourism transportation.
• Praticar Urban Mobility Car-sharing and short-term urban mobility service with smart operational design and digital-first user experience, addressing city-center and short-duration transportation needs. Targeted at urban residents and visitors needing flexible car-sharing access.

Quantifiable outcome

• Lada became Turkey's best-selling imported car 1989-1993 under Çelik Motor distribution
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor, core and flagship.

• DASDASminorGTM or Marketing Partner · 1 January 2026Garenta partnered with DASDAS for a special International Women's Day (March 8) collaboration offering experiential benefits to female customers.
• ITB BerlinminorGTM or Marketing Partner · 1 January 2026Garenta participated in ITB Berlin tourism fair to represent Turkish mobility services on the international stage, showcasing Garenta's approach to tourism transportation.
• DiscoverCarscoreGTM or Marketing Partner · 1 January 2025DiscoverCars, an international car rental booking platform, partnered with Garenta for the Excellent Service Award 2025, recognizing Garenta's exceptional customer service quality in the Turkish rental market.
• Communication PartnerminorGTM or Marketing Partner · 1 January 2016Garenta and ikinciyeni.com selected Communication Partner as their communication agency for PR, marketing communication, brand management, social media management, and event management services.
• Kia Motors CorporationflagshipStrategic or Co-development Partner · 1 January 2001Çelik Motor serves as the official and exclusive distributor of Kia vehicles in Turkey since 2001. This flagship partnership represents the core automotive distribution business, with Çelik Motor responsible for sales, marketing, after-sales service, and brand representation of Kia products in the Turkish market.

Scale indicators6 records

Recent moves12 records

Expansion highlights5 records

Broad incumbents

• Enterprise Mobility: International car rental and fleet management provider operating in Turkey. Comparable to Garenta's mix of short-term daily rental and longer-duration fleet services.
• Sixt SE: Major European-headquartered car rental, leasing, and subscription provider with operations in Turkey. Comparable to Garenta's short-term and long-term rental business, though Sixt operates a broader multi-country fleet.
• Hertz Global Holdings: Global car rental incumbent with Turkish airport and city locations. Directly competes with Garenta for inbound tourism and corporate short-term rental in the same Turkish airports where Garenta operates.

Direct peers

• Otokoç Otomotiv: Turkish automotive retailer and operator of Avis and Budget brands in Turkey, combining new and used vehicle sales with short- and long-term rental. Otokoç is the most direct functional peer to Çelik Motor given the overlap across auto distribution, fleet services, and rental.
• Borusan Otomotiv: Exclusive Turkish distributor for BMW, MINI, Jaguar, and Land Rover, operating a nationwide dealer and service network. Comparable to Çelik Motor as a premium/distributor-tier automotive group operating an OEM distribution business at scale in Turkey.
• Doğan Trend Otomotiv: Turkish distributor for multiple brands including Suzuki, Chery and Geely. Direct peer to Çelik Motor's Kia distribution business in terms of multi-brand / mass-market import distribution model in Turkey.
• Tofaş Türk Otomobil Fabrikası: Turkey's largest light commercial vehicle manufacturer and Stellantis (Fiat, Peugeot, Citroën, Opel) distributor. Comparable to Çelik Motor as a Turkish-headquartered company combining local automotive operations with OEM brand distribution.
• HABAŞ Otomotiv: Turkish distributor for MAN, Volkswagen, Audi, Porsche, and SEAT/Cupra. Direct peer to Çelik Motor as a long-established Turkish exclusive automotive distributor with nationwide service operations.
• Hyundai Assan Otomotiv: Hyundai Motor's Turkish manufacturing and distribution arm. Closest direct competitor to Kia within the same Korean OEM family (both under Hyundai Motor Group), competing head-to-head with Çelik Motor's Kia vehicles in the Turkish passenger car market.
• ALD Automotive (Ayvens): Global corporate fleet leasing and mobility provider (now operating under Ayvens), with multi-country operations. Closest functional peer to GarentaPRO's long-term corporate fleet rental and full-service leasing model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Celik Motor