What People Car does

People Car (피플카), operating under the consumer brand Turu CAR (투루카), is a South Korea-based sharing economy mobility company founded in 2013 and headquartered in Daejeon, with branch offices in Seoul and an Incheon municipal partnership. The company operates a mobile-first carsharing platform that provides 24/7 self-serve vehicle access via the Turu CAR app, enabling users to locate, unlock, and return vehicles without ownership, insurance, or parking obligations. Core technology is an app-based access-control and real-time vehicle-location platform; the company does not disclose proprietary AI/ML components in the source data.

The product portfolio has expanded beyond core carsharing into a multi-service urban mobility suite: Delivery Rent (배달렌트) brings vehicles to a user-chosen location, Return Free (리턴프리) enables free-zone drop-off without a return obligation, and Private Community (프라이빗 커뮤니티) provides exclusive employee-only or resident-only carsharing pools for companies and apartment complexes. An Incheon city program extends coverage to a municipal partnership, and BIZ Membership (BIZ 멤버십) offers corporate member companies nationwide access to Turu CAR zones with discount benefits on carsharing and Return Free services.

The business model combines a pay-per-use usage-based fee stream with two recurring subscription tiers (Monthly Subscription and BIZ Membership) and one-time Delivery Rent charges. Customer acquisition is product-led through the self-serve app, supplemented by a channel-led B2B motion recruiting corporate and apartment anchor clients, plus an Incheon municipal government channel. The company is privately held, led by co-Representative Directors Kang Seok-hyun (강석현) and Ahn Jong-hyung (안종형), and operates at a small scale of 11-50 employees across its three locations.

Name

People Car

Legal name

(주)피플카

Website

https://peoplecar.co.kr

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

People Car (피플카), operating as Turu CAR (투루카), is a South Korean mobile carsharing platform founded in 2013 that serves individual consumers, corporate employees, and apartment residents with self-serve vehicle access, delivery rentals, return-free drop-offs, and BIZ membership across Daejeon, Seoul, and Incheon.

Ownership category

akta.pro rank

Product category

Carsharing and shared mobility services

NAICS

Passenger Car Rental (532111), Passenger Car Rental and Leasing (53211), Automotive Equipment Rental and Leasing (5321), Passenger Car Leasing (532112)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Free-Floating Carsharing (One-Way) (TLAFAMAB)

akta.pro secondary industries

Round-Trip Carsharing (Station-Based) (TLAFAMAA), Corporate Car Sharing (Round-Trip/Station-Based) (TLABALAA), Corporate/University/Fleet-Based Carsharing (TLAFAMAD)

Keywords

• Carsharing platform
• Mobility services
• Vehicle delivery rental
• Corporate carsharing
• Residential carsharing

Headquarters

HQ city

Daejeon

HQ country

South Korea

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Carsharing Usage Fees: Pay-per-use fees for carsharing sessions based on duration and distance. Users unlock vehicles via app and pay according to usage time.
2. Monthly Subscription (월간 투루): Monthly subscription program offering discounted rates and priority access to vehicles.
3. BIZ Membership: Corporate membership program providing nationwide access to Turu CAR zones with additional discount benefits on carsharing and Return Free services.
4. Delivery Rent: One-time rental fees for vehicle delivery to desired location, charged per rental session.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

People Car (피플카) operates the Turu CAR (투루카) carsharing brand, providing 24/7 on-demand access to a fleet of vehicles through a self-serve mobile app. Customers can call vehicles to a chosen location via delivery rent, drop off at flexible return-free (Free) zones, and optionally subscribe to monthly or BIZ corporate memberships. The platform also serves private employee-only and apartment-resident-only carsharing communities as well as a municipal partnership with Incheon city.

Product overview

투루카(Turu CAR)는 피플카(주)가 운영하는 생활 맞춤형 이동服务平台로, 카셰어링, 배달렌트, 리턴프리 세 가지 핵심 서비스를 제공한다. 프라이빗 커뮤니티(임직원/입주민 전용), BIZ멤버십(제휴사 할인), 인천시 카셰어링 등 목적-segment별 부가 서비스로 Portfolio를 확장하며, Turu존이라고 불리는 지정된 존에서 차량 호출 및 반납이 가능

Differentiator

Problem solved

Functional benefit

Products and services

• Turu CAR Carsharing (투루카 카셰어링) Mobile-based city carsharing service offered through the Turu CAR app (카셰어링), providing 24/7 access to vehicles year-round. Users locate vehicles via the app, book and unlock them, and return them at designated zones without staff interaction. Designed for individual consumers and organizational users needing flexible, on-demand vehicle access without ownership.
• Delivery Rent (배달렌트) Door-to-door vehicle rental service (배달렌트) where users can have a variety of car types delivered to a location of their choice for a simple, streamlined start to a rental session, with one-time rental fees per session. Aimed at consumers and business users who want a vehicle brought to them rather than picked up.
• Return-Free (리턴프리) Flexible free-zone return service (리턴프리) that allows users to return rented vehicles to any nearby Free Zone rather than their original pickup location, supporting unpredictable schedules and one-way trips without return hassle.
• Private Community – Company (프라이빗 커뮤니티) Private carsharing community service (프라이빗 커뮤니티) offered to companies and organizations, restricted to employees or residents, for use as business vehicles or family cars. Provides a controlled, exclusive mobility pool managed by the participating company.
• BIZ Membership (BIZ멤버십) Corporate-only membership program (BIZ멤버십) for member company employees, granting access to nationwide Turu CAR zones and additional discount benefits on carsharing and Return-Free (리턴프리) services.
• Incheon City Carsharing (인천시 카셰어링) City-wide municipal carsharing service (인천시 카셰어링) operated exclusively within the Incheon area under partnership with Incheon Metropolitan City, supporting municipal mobility and smart-city transportation programs.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Incheon Metropolitan CitycoreStrategic or Co-development PartnerStrategic partnership with Incheon city government for municipal carsharing services. The partnership enables city-wide mobility services and potentially integrates with smart city initiatives.
• BIZ Membership Partner CompaniescoreChannel Partner/ Reseller/ DistributorCorporate member companies receive nationwide Turu CAR zone access with additional discount benefits on carsharing and Return Free services. Employees of member companies gain privileged access to the vehicle network.

Recent moves6 records

Expansion highlights5 records

Direct peers

• VCNC (Tada): Korean chauffeur and mobility service that entered carsharing; competes with Turu CAR in Korean on-demand mobility and has overlapping corporate and consumer use cases.
• Zipcar: Global pioneer of station-based carsharing with 24/7 self-serve access. Directly comparable as a multi-zone carsharing platform model with B2B corporate and consumer segments.
• Lotte Rent-a-Car (Green Car): Lotte Group's carsharing service (Green Car) operates a large Korean carsharing fleet. Directly comparable as a multi-zone, app-based Korean carsharing peer with corporate and consumer offerings.
• Socar: South Korea's leading carsharing operator with a nationwide station-based and free-floating fleet under the Socar and Tada brands. Directly comparable as a Korean carsharing platform competing head-to-head with Turu CAR.

Emerging players

• Turo: Largest peer-to-peer carsharing marketplace in North America. Comparable as an alternative-ownership carsharing platform targeting urban and travel-driven use cases.
• Getaround: Peer-to-peer carsharing platform connecting private car owners with renters. Comparable as a carsharing marketplace model targeting urban users who want short-term vehicle access.
• Share Now (formerly DriveNow / car2go): Free-floating carsharing service operating in European and North American cities. Comparable as a free-floating, app-based carsharing model with one-way trip capability — the closest model analog to Turu CAR's Return Free service.

Broad incumbents

• Kakao Mobility (i.M / Kakao T Car): Dominant Korean mobility super-app spanning taxis, ride-hailing, and carsharing (i.M). Comparable as a platform-driven mobility operator with massive Korean distribution and capital resources.
• Uber (Uber Carshare / Comfort): Global ride-hailing incumbent with adjacent carsharing products. Comparable as a multi-product mobility platform where shared vehicles complement on-demand transport.

Regional players

• SK Rent-a-Car (drivo): Major Korean rental and carsharing operator affiliated with SK Group. Comparable as a domestic Korean competitor in car rental and shared mobility.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 People Car