SK Rent-a-Car

What SK Rent-a-Car does

SK Rent-a-Car Co., Ltd. (SK렌터카(주)) is a South Korea–based car rental and leasing company headquartered in Cheonan, Chungcheongnam-do. It is the No. 2 player in South Korea's car leasing market, behind industry leader Lotte Rental Co., and operates a dual-format platform combining short-term daily rentals and long-term vehicle leasing. Short-term rentals span Jeju Island and mainland Korea, with branch reservations, one-way (편도) drop-offs, and door-to-door vehicle delivery (배달받기). Long-term leasing encompasses new car leases, used car leases (중고장기), monthly rentals (월렌트), a buy-back program (타고BUY), and the 타고PAY 플러스 subscription plan for new vehicles, plus a used-car outlet and dedicated import-car leasing consultation.

The company is privately held by Affinity Equity Partners, which acquired it approximately 18 months before March 2026 and is preparing to divest it to facilitate the firm's acquisition of Lotte Rental Co. SK Rent-a-Car monetizes through per-day rental fees on the short-term side and recurring monthly payments on the long-term side, with daily rates ranging from approximately 44,100 KRW (e.g., Avante 1.6 gasoline) to 156,000 KRW (e.g., Carnival 2.2 diesel 9-seater) depending on vehicle class, route, and branch location. Customer segments include individual consumers (primary), business/corporate customers, and import-car customers, served through the official website (homepage.skdirect.co.kr), an extensive nationwide branch network anchored at major transportation nodes (Incheon Airport terminals, Gimhae Airport, Busan and Gyeongju KTX stations), and dedicated phone consultation channels (1599-9111 general, 1599-3651 long-term).

The portfolio includes related sub-brands — SmartLink (스마트링크) for connected-car/telematics services, Smart Care Biz (스마트케어 Biz) for business vehicle maintenance, and BizShort-Term Car Rentals — alongside an accessories add-on program, 24-hour emergency road service, a partner maintenance shop network, and payment integrations with Toss Pay, Hyundai Card, and Samsung Card. SK Rent-a-Car holds multiple consecutive industry recognitions, including 13 consecutive years as KS-WEI Consumer Well-being Satisfaction leader, 6 consecutive years as National Brand leader, 5 consecutive years as National Service leader, and 4 consecutive years as KS-QEI Quality Satisfaction leader in the rental car sector. Governance is led by Co-Representative Directors Shin Jeong-ho and Park Sang-wook.

Name

SK Rent-a-Car

Legal name

SK렌터카(주)

Website

https://homepage.skdirect.co.kr

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SK Rent-a-Car is South Korea's No. 2 car rental and leasing company, operating short-term daily rentals across Jeju and mainland Korea and long-term leasing subscriptions. It serves individual consumers, businesses, corporations, and import-car customers through a nationwide branch network and online platform under PE ownership by Affinity Equity Partners.

Ownership category

akta.pro rank

Product category

Vehicle Rental and Leasing Services

NAICS

Passenger Car Leasing (532112), Consumer Goods Rental (5322)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Local City / In-Town Car Rental (THADAAAC)

Keywords

• Car rental services
• Long-term vehicle leasing
• Monthly car rental
• Short-term car rental
• Vehicle leasing services

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Short-term Car Rentals: Daily and one-way rental services for individual customers, primarily serving Jeju and mainland Korea. Revenue generated from per-day vehicle rental fees, with pricing varying by vehicle type, location, and rental duration.
2. Long-term Car Leasing: Monthly rental and lease contracts for new and used vehicles, including 1-year leases and subscription-based options. Revenue generated through recurring monthly payments from individual, business, and corporate customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

SK Rent-a-Car (SK렌터카) is a South Korean vehicle rental and leasing company that provides short-term car rentals (일반단기렌트), long-term rentals (장기렌트), new car long-term leasing (신차장기렌트), used car long-term leasing (중고장기렌트), and monthly rentals (월렌트) to individual consumers and corporate customers across mainland South Korea and Jeju Island. The company also offers import vehicle leasing, BizShort-Term Car Rentals for corporate clients, and SmartCare Biz vehicle maintenance services for fleet operators.

Product overview

SK Rent-a-Car operates a dual-format car rental platform combining short-term and long-term vehicle leasing services. The core short-term rental product (단기렌트) covers Jeju Island and mainland Korea, offering branch reservations, one-way trips, and door-to-door vehicle delivery. Long-term leasing (장기렌트) spans new car leases (신차장기), used car leases (중고차장기), monthly rentals (월렌트), and buy-back options (타고BUY), with the 타고PAY 플러스 installment plan for new vehicles. The portfolio also includes a LIVE ON special promotions channel, dedicated individual/business/corporate/imported-car consulting, an 중고차 아울렛관 used car outlet, and add-on accessories. The company maintains related sub-brands including 스마트링크 (SmartLink) for connected-car services, 스마트케어 Biz for vehicle maintenance, and BizShort-Term Car Rentals for commercial short-term needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Short-Term Car Rental (일반단기렌트) Short-term daily car rental service offered to individual consumers and businesses across South Korea and Jeju Island, enabling flexible, non-ownership vehicle access.
• Long-Term Rental (장기렌트)
• Monthly Rental (월렌트)
• Import Vehicle Leasing
• BizShort-Term Car Rentals
• SmartCare Biz Vehicle Maintenance Service

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered minor.

• 제휴 뮤지엄 (Partner Museums)minorGTM or Marketing PartnerSK Rent-a-Car has partnership agreements with museums offering customers discounted or complimentary access to cultural institutions as part of the rental experience, including Yu Dong-nyong Art Museum.
• 세스코 (Cesco)minorStrategic or Co-development PartnerSK Rent-a-Car has a partnership with Cesco (세스코) for vehicle maintenance and customer assurance services, promoting peace of mind during customer journeys.
• 제휴 정비소 (Partner Maintenance Shops)minorImplementation/ SI/ Consulting PartnerNetwork of affiliated maintenance shops (제휴 정비소) providing service and maintenance support for SK Rent-a-Car vehicles.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SKRentacarsns

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 SK Rent-a-Car