Orico Car Life

What Orico Car Life does

Orico Car Life Co., Ltd. (株式会社オリコカーライフ) is a Japanese car subscription and mobility services company headquartered in Shinjuku, Tokyo. Founded on March 25, 2019, the company operates the 'Orico de Noru' (オリコで乗ーる) subscription service, which provides individual consumers fixed-rate monthly access to vehicles without the upfront costs, depreciation risk, and maintenance burden of ownership. The service targets Japanese consumers seeking car lifestyle alternatives in a market characterized by an aging population, urbanization, and the company's stated '100-year life era' (人生100年時代) positioning. The company serves this proposition via a self-serve web and mobile platform distributed across four regional sales offices covering Greater Tokyo, Chubu (Nagoya), Kansai (Osaka), and Kyushu (Fukuoka).

The company's product surface consists of two principal offerings: (1) the core 'Orico de Noru' subscription service, a car lease platform accessible via web and iOS/Android applications, and (2) a master insurance agency arrangement with akippa, a parking space reservation platform that allows users to reserve parking in 15-minute increments or list their own spaces as parking hosts. The integration with akippa extends Orico Car Life beyond its own subscriber base into B2B insurance distribution for parking space providers. Marketing is conducted through organic social channels (Instagram, Facebook, X, YouTube) and promotional campaigns, including the 2026 'Start Dash Campaign' offering one year of free leasing and gasoline voucher incentives. The company has no disclosed APIs, SDKs, MCP integrations, or proprietary technology stack disclosed beyond standard consumer-facing applications.

Orico Car Life generates revenue primarily through recurring monthly subscription fees on its car lease service, supplemented by insurance agency commissions from the akippa master agency role. Following the March 2025 acquisition of DeNA SOMPO Carlife by Orient Corporation, Orico Car Life became a consolidated subsidiary of Orient Corporation (株式会社オリエントコーポレーション), with SOMPO Holdings (損保ジャパン) also holding a significant shareholder position. This dual ownership structure from major Japanese financial services and insurance institutions provides the capital intensity, credit infrastructure, and insurance distribution capabilities that underpin the subscription business model. The company was previously known as DeNA SOMPO Carlife before the March 2025 transition and rebranded its consumer service to 'Orico de Noru' in February 2026.

Name

Orico Car Life

Legal name

株式会社オリコカーライフ

Website

https://orico-carlife.jp

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Orico Car Life (株式会社オリコカーライフ) is a Tokyo-based Japanese car subscription services company operating the 'Orico de Noru' (オリコで乗ーる) fixed-rate monthly vehicle lease platform for individual consumers. It is a consolidated subsidiary of Orient Corporation, with SOMPO Holdings as a major shareholder.

Ownership category

akta.pro rank

Product category

Car Subscription Services

NAICS

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

SIC

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

akta.pro primary industry

OEM / Captive Car Subscription Programs (THADACAA)

akta.pro secondary industries

Auto & Vehicle Leasing (Personal Use) (FSAKANAA), Car Rental & Car-Sharing Booking Platforms (BPAMAIAF)

Keywords

• Car subscription services
• Automotive financial services
• Vehicle leasing
• Parking reservations
• Mobility services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Car Subscription Service (オリコで乗ーる): Monthly subscription service providing car access with fixed fees, enabling customers to use vehicles without ownership

Distribution channels1 record

Marketing channels5 records

Core offering

Orico Car Life operates "Orico de Noru" (オリコで乗ーる), a fixed-rate monthly car subscription service that enables individual consumers to use vehicles without the burden of ownership, including upfront purchase costs, maintenance, and depreciation concerns. The company also serves as the master agency for insurance agents related to the akippa parking reservation service, enabling 15-minute interval parking space bookings and host registrations across Japan.

Product overview

Orico Car Life operates as a car subscription (カーリース) and mobility services company, offering a single unified platform called 'オリコで乗ーる' for car subscription services. The company also maintains a partnership with akippa for parking space reservation services. Following the 2025 acquisition of DeNA SOMPO Carlife, the company rebranded its core offering under the 'オリコで乗ーる' brand, positioning itself as a comprehensive car lifestyle service provider.

Differentiator

Problem solved

Functional benefit

Brands

• オリコで乗ーる: Car subscription service providing fixed-rate car usage through a monthly subscription model.

Products and services

• Orico de Noru (オリコで乗ーる) Car subscription service offering fixed-rate monthly payments for vehicles, providing customers with peace of mind and safety (安心・安全) in their car lifestyle. The service enables individual consumers in Japan to use vehicles without bearing the upfront purchase costs, ongoing maintenance, or depreciation associated with ownership.
• akippa Master Agency (akippa パートナーシップ) Master agency arrangement for akippa parking reservation services. Orico Car Life acts as the master agency for insurance agents related to the akippa business, which allows users to reserve parking spots by 15-minute intervals or register their own spaces as parking hosts. Owners of vacant spaces (residential, condominium, commercial) list them via akippa for use by drivers.

Segments1 record

Ideal customer profiles1 record

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 and minor.

• akippacoreStrategic or Co-development PartnerParking space reservation service partnership. Orico Car Life serves as the master agency for insurance agencies related to akippa business. Enables parking solutions for car subscription customers.
• WeWork (for Kyushu office)minorOthersLeased office space at WeWork Tenjin Brick Cross location for Kyushu Sales Office operations.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Times Car Plus (Times Mobility): Times Car Plus is a car sharing and subscription service operated by Times Mobility in Japan; provides similar fixed-rate vehicle access to consumers in urban areas, overlapping with Orico de Noru's monthly car access value proposition.
• KINTO (Toyota Financial Services): KINTO is Toyota's car subscription program in Japan offering fixed-fee monthly access to Toyota and Lexus vehicles — directly competing with Orico de Noru for the same Japanese consumers seeking ownership-free car access, with structural OEM backing advantages.
• Careco (Car Lease/Subscription): Careco operates a Japanese car subscription/lease service offering fixed monthly payments for personal vehicle access; directly comparable business model and target customer to Orico de Noru in the Japanese consumer car subscription market.
• Honda Dream Lease / Honda Subscription Services: Honda offers personal car leasing and emerging subscription programs in Japan for individuals; competes for the same consumer car-access segment as Orico de Noru with OEM-backed vehicle supply.
• Nissan Motor Subscription: Nissan offers a car subscription service in Japan enabling fixed monthly use of Nissan vehicles; directly comparable to Orico de Noru in subscription mechanics and target consumer segment, with OEM vehicle supply integration.

Others

• akippa Inc. akippa is a peer-to-peer parking reservation platform in Japan and a core strategic partner of Orico Car Life, for which Orico acts as the master insurance agency; comparable as a complementary mobility service tied to Orico's subscription offering.

Emerging players

• Calsta Inc. Calsta is a Japanese used-car subscription platform offering short-term subscription access to inspected used vehicles; an emerging niche player in the same subscription-for-personal-use segment Orico de Noru addresses.
• MOTA (car subscription): MOTA operates Japanese consumer-facing automotive marketplaces and car subscription/leasing comparison services; partially comparable as a digital channel surfacing subscription alternatives to Orico's target consumers.

Broad incumbents

• SOMPO Holdings (Mobility/SaaM): SOMPO Holdings is a major Japanese insurance conglomerate that is also a shareholder of Orico Car Life and historically partnered on the predecessor DeNA SOMPO Carlife; broadly comparable as a shareholder and ecosystem partner rather than direct subscription competitor.
• ORIX Corporation (Auto/Lease Business): ORIX is a major Japanese financial services and leasing group and is the grandparent company of Orico Car Life through Orient Corporation; offers broader auto leasing and rental services and is comparable as the wider group ecosystem backing Orico's subscription operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100064327651863
• Instagraminstagram.com/orico_de_noru?igsh=ZzI3Z3duZmVlem5q
• Xx.com/ORICOdeNORU

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Orico Car Life