What TIMES MOBILITY CO does

TIMES MOBILITY CO., LTD. (タイムズモビリティ株式会社) operates Times Car Rental, a nationwide Japanese car rental service and a wholly-owned subsidiary of Park24 Co., Ltd. The company rents vehicles spanning compact cars, sedans, hybrids, sports cars, minivans, SUVs, microbuses, light trucks, and 2-ton commercial trucks, with a directly-operated retail network of more than 40 stores concentrated at major Japanese airports — New Chitose, Haneda T1/T2, Narita T1/T2, Chubu Centrair, Kansai International, Fukuoka, Naha — and at Shinkansen-accessible urban locations including Kyoto, Kokura, and Hakata, providing coverage across all 47 prefectures. Two primary customer segments are served: individual consumers (general leisure and business travelers) via the free Times Club loyalty program, and corporate clients via Times Business Service with dedicated volume pricing, centralized billing, and unified management of rental, parking, and car-share expenses. Secondary use cases include moving/relocation (cargo vans and trucks) and inbound tourism, where the platform accepts Geneva Convention international driving permits and licenses from six designated foreign jurisdictions.

The company monetizes through time-based rental fees (daily, weekly, monthly), optional insurance add-ons — the Exemption Compensation Course (1,100-2,200 yen/24h depending on class) and a higher-tier Relief Compensation Course — distance-scaled one-way drop-off fees (3,300 yen up to 20 km to 59,400 yen at 450 km for standard vehicles), ancillary equipment rentals (child seats, snow tires, ETC onboard units), fuel replenishment service fees calculated on actual kilometers driven, Non-Operation Charges (20,000-100,000 yen) following accidents or soiling, parking violation processing fees (30,000 yen), and cancellation/late-return penalties. Times Club Points (1 yen redemption value) and JAL/ANA mileage accrual (1 mile per 100 yen, with JAL card payments earning double miles at the Special Partner Store) layer recurring engagement economics on top of the rental base.

The technology stack is centered on a web booking platform (rental.timescar.jp) available in Japanese, English, Traditional Chinese (Taiwan and Hong Kong), and Korean, and is augmented by several proprietary service layers: Pit-to-Go, an RFID/digital-membership-card-tap self-service checkout and return flow; Quick Check-in and Auto Quick Check-in for pre-visit confirmation of insurance and NOC terms; Net Credit Payment with stored-card (TimesPAY) credentials for counterless payment; GPS-enabled fleet tracking for location, safety, and incident management; and a JAL Pit-to-Go integration at airport stores that lets JAL/JMB cardholders release vehicles by card tap. Distribution is omnichannel via directly-operated retail stores, the self-serve web portal, a call center (0120-00-5656), a dedicated corporate sales channel, store-to-store one-way drop-off, and complimentary airport shuttles at select hub locations, supported by an SEO-heavy content marketing footprint (Driving Knowledge Center) and an open link-partnership program for third-party websites.

Name

TIMES MOBILITY CO

Legal name

TIMES MOBILITY CO., LTD.

Website

https://rental.timescar.jp

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

TIMES MOBILITY CO., LTD. operates Times Car Rental, a nationwide Japanese car rental service and Park24 Group subsidiary, serving individual consumers, corporate clients, and inbound tourists across all 47 prefectures with airport- and Shinkansen-station stores and an integrated Times Club loyalty platform.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

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

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

akta.pro secondary industries

One-Way / Intercity Car Rental (THADAAAD), Long-Term / Monthly Car Rental (THADAAAE), Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH)

Keywords

• Car rental services
• Vehicle fleet rental
• Mobility services
• Corporate car rental
• One-way rentals

Headquarters

HQ city

Hiroshima

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Daily/Weekly/Monthly Vehicle Rentals: Core rental revenue from time-based vehicle rentals across all vehicle classes (compact, economy, sedan, sports, minivan, SUV, van, bus, truck, welfare vehicles). Revenue based on rental duration multiplied by class-specific daily/hourly rates. Members receive up to 20% discount on base rates.
2. Exemption Compensation Course (免責補償コース): Optional daily insurance add-on that waives customer's liability for property damage deductible (50,000 yen) and vehicle damage deductible (50,000 yen, or 100,000 yen for microbuses and commercial vehicles). Sold at 1,100 yen/24h for standard classes, 1,430 yen/24h for mid-tier, and 2,200 yen/24h for premium/large vehicle classes.
3. Relief Compensation Course (安心補償コース): Enhanced compensation coverage product with higher coverage limits than standard compensation, providing additional peace of mind for customers.
4. One-Way (Drop-off) Fees: Charges for returning vehicles to a different location than pickup. Fees scale by distance: 3,300 yen up to 20km, 5,720 yen up to 50km, up to 59,400 yen for 450km for standard vehicles. Additional 6,600 yen surcharge for Honshu/Kyushu-Shikoku cross-regional drops.
5. Optional Equipment Rentals: Revenue from ancillary equipment including child seats (baby/child/junior), snow tires, ETC onboard units, ropes, blue sheets, and other add-on items.
6. Fuel Replenishment Service Fee: Fee charged when vehicles are returned without a full tank. Calculated based on actual kilometers driven multiplied by a per-km fuel cost rate that includes a service margin.
7. Non-Operation Charge (NOC): Mandatory charge for vehicle downtime during repair/cleaning after damage or soiling. Ranges from 20,000 yen (self-drive capable return) to 50,000 yen (self-drive capable) to 100,000 yen (non-self-drive capable return) for standard vehicles, up to 100,000 yen for premium classes. Applied regardless of exemption compensation enrollment.
8. Parking Violation Processing Fee: 30,000 yen fee charged when customers return vehicles with unpaid parking violations and fail to provide proof of payment.
9. Reservation Cancellation Fees: Cancellation penalties based on timing. Members cancel free up to 24 hours before; non-members free up to 7 days before. After those windows, fees range from 20% to 50% of base rate for non-members.
10. Late Return Fees: Overtime charges for vehicles returned past the contracted return time, calculated on an hourly/time-based rate.
11. Times Club Membership Fees: Free membership program that drives rental volume. Members earn Times Points on rentals and receive up to 20% discount on base rental rates.
12. JAL/ANA Mileage Programs: Partnership revenue from airline mileage programs — JAL and ANA earn 1 mile per 100 yen spent. Times Car Rental is a JAL special partner store (特約店), enabling double miles accumulation for JAL card payments.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Times Car Rental provides nationwide short- and long-term vehicle rental services in Japan across all 47 prefectures, with a fleet ranging from compact cars and sedans to sports cars, minivans, SUVs, buses, trucks, and welfare vehicles. Reservations are accepted online up to 30 minutes before departure, with optional one-way (drop-off) returns, insurance add-ons, and ancillary equipment such as child seats and snow tires.

Product overview

Times Car Rental operates as a comprehensive car rental platform under TIMES MOBILITY CO, offering a unified consumer booking system with multiple integrated service layers. The core product is the タイムズカーレンタル (Times Car Rental) service, which provides vehicle rentals across Japan with nationwide coverage from compact cars to trucks. Key supporting services include ピッとGo (Pit Go) for streamlined check-in/out via membership card, タイムズクラブ (Times Club) as the free membership program offering up to 20% discounts, and ネットクレジット決済 (Net Credit Payment) for online prepayment. The platform also offers 法人会員サービス (Business Member Service) for corporate customers with centralized billing, and integrates with airline mileage programs (JAL/ANA). Additional services include quick check-in options, Times Points loyalty system, rental e-tickets, gift codes, and one-way drop-off capabilities. The ecosystem is connected with Times Car (カーシェア), a separate car-sharing service, allowing cross-service utilization.

Differentiator

Problem solved

Functional benefit

Brands

• タイムズクラブ (Times Club): Park24 Group's membership program offering discounts on rental cars and accumulated points for services.
• タイムズカー (Times Car)

Products and services

• Times Car Rental (タイムズカーレンタル)

Quantifiable outcome

• Up to 20% discount on base rental rates for Times Club members booking via web
• +4 more outcomes

Named customers3 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

Integration11 records

Feature7 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Park24 Co., Ltd. (パーク２４株式会社)coreStrategic or Co-development PartnerPark24 Co., Ltd. is the parent/holding company of Times Mobility Co. Park24 operates the broader Times (タイムズ) brand ecosystem including Times Parking (parking lot network), Times Car Share (car sharing service), and Times Car Rental (rental cars). Times Car Rental operates as a subsidiary under the Park24 Group umbrella, sharing the Times brand, Times Club loyalty program, and integrated customer data infrastructure across all Park24 mobility services.
• Mazda Motor Corporation (マツダ株式会社)minorStrategic or Co-development PartnerMazda Motor Corporation is listed as a partner/affiliated company. Mazda provides vehicle supply for the Times Car Rental fleet, including vehicles such as the Mazda3, Mazda6, and Roadster (MX-5) which are available as rental vehicles in various classes.
• Mazda Auto Lease Co., Ltd. (マツダオートリース株式会社)minorStrategic or Co-development PartnerMazda Auto Lease Co., Ltd. is a partner company providing corporate fleet leasing services. The partnership enables Times Car Rental to offer corporate customers vehicle leasing options and supports the Times Business Service platform for corporate account management.
• Japan Airlines Co., Ltd. (日本航空株式会社 / JAL)coreGTM or Marketing PartnerJAL partnership enables Times Car Rental customers to earn JAL miles on rental spending (1 mile per 100 yen). Times Car Rental is a JAL Special Partner Store (特約店), enabling double JAL shopping miles accumulation when paying with JAL cards. JAL Pit-to-Go service at airport locations allows JAL/JMB card members to complete vehicle release by tapping their card at the reader.
• All Nippon Airways Co., Ltd. (全日本空輸株式会社 / ANA)coreGTM or Marketing PartnerANA partnership allows Times Car Rental customers to earn ANA miles on rental spending (1 mile per 100 yen). Available to ANA Card and ANA Mileage Club Card holders who present their cards at rental pickup.
• Times Car Share (タイムズカー) / Park24 Car Share OperationscoreTechnology or IntegrationTimes Car Share (carsharing service) and Times Car Rental share the same Times Club loyalty program and Times Mobility platform, enabling cross-use of membership benefits. Times Car Rental offers a free 880 yen monthly usage credit from Times Car Share memberships to be applied toward Pit-to-Go rental charges. The two services are positioned as complementary options for short-term vs. extended rental needs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hertz Japan: International rental brand with Japan airport and urban locations serving inbound tourists and business travelers; competes in the same premium-leisure and corporate segments with globally recognized brand equity.
• Honda Rent a Car: Honda-affiliated rental service in Japan providing dealer-network distribution and Honda fleet access; competes in similar leisure and corporate segments with comparable vehicle class breadth.
• JR East Rental & Lease: JR East Group rental and leasing operator with strong station-based presence across the eastern Japan rail network; competes directly for Shinkansen and station-arrival rental demand that Times Car Rental also targets.
• Sixt Rent a Car Japan: German-headquartered premium rental operator with Japan airport presence targeting premium vehicle classes and business/inbound travelers; competes in the same higher-end rental categories as Times Car Rental's mid and premium tiers.
• Nissan Rent a Car: OEM-affiliated rental brand operating through Nissan dealer network in Japan; offers similar vehicle classes and corporate accounts, with structural fleet-cost advantages comparable to other OEM-backed competitors of Times Car Rental.
• Nippon Rent-A-Car: One of the largest traditional car rental operators in Japan with extensive airport and urban store coverage, offering similar vehicle classes, corporate programs, and one-way rental services that directly overlap with Times Car Rental's value proposition.
• Budget Rent a Car Japan: International value-oriented rental brand operating across Japan with airport locations and a comparable mix of leisure and business customers; competes on price-sensitive rentals in the same category as Times Car Rental.
• Toyota Rent a Car: Operated under Toyota Motor Corporation and leveraging Toyota's nationwide dealer network, Toyota Rent a Car is a leading Japanese car rental brand with broad fleet access, airport presence, and OEM pricing advantages directly comparable to Times Car Rental.

Others

• Times Car Share: Park24 Group's car-sharing service sharing the Times Club loyalty program and customer data with Times Car Rental; offers short-duration by-the-minute access that is complementary rather than directly substitutive to multi-day rentals, but adjacent within the same mobility ecosystem.

Broad incumbents

• ORIX Rent a Car: ORIX Corporation's broad mobility platform offering car rental alongside auto leasing, car sharing, and fleet management services; overlaps with Times Car Rental on rental while extending into wider corporate fleet solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 TIMES MOBILITY CO