What LOTTE rent-a-car does

LOTTE rent-a-car is the rental car brand of Lotte Rental Co., Ltd. (롯데렌탈 주식회사), a subsidiary of South Korea's Lotte Group conglomerate. The company operates a full-service mobility platform spanning short-term daily rentals, monthly rentals, long-term personal leasing (My Car, 24-60 months), corporate fleet management (Bizcar), used car leasing with succession (contract transfer), chauffeur services, and integrated multi-modal transportation bundled with KTX high-speed rail bookings. Its 100+ branch and pickup zone network covers every Korean province, with 24-hour service at many locations supplemented by smart keybox unmanned lockers, plus dedicated airport counters at Incheon, Gimpo, Jeju, and regional airports. The platform is supported by multi-language booking (Korean, English, Chinese, Japanese), self-service in-app rental management, and loyalty tiers (Standard, Gold, Double Gold) offering discounts up to 60% plus free upgrades.

The technology stack consists of a digital reservation platform, member management system (My Car membership, Bizcar corporate), KTX-rail co-booking integration, and integrated partnerships spanning EV charging (SK 일렉링크, GS Caltex EV Infra, EVSIS), car-sharing (G Car), payments (Naver Pay, KakaoTalk login), and maps (Naver Maps). International services include Vietnam chauffeur operations via Lotte Rental Vietnam (Da Nang, Hanoi, Ho Chi Minh, Nha Trang) and overseas rental distribution through a Hertz global partnership covering 150+ countries. Revenue is generated from multiple streams: usage-based daily rental fees (economy from 115,000 KRW/day, premium imports from 395,000-1,027,000 KRW/day), recurring personal and corporate long-term subscriptions, chauffeur service fees, one-way rental transaction fees, and ancillary add-ons (CDW insurance tiers, child seats, Hi-Pass). Primary customer segments are individual/leisure consumers, corporate clients (Bizcar 420/530 with bundled tax and maintenance benefits), and inbound tourists.

Name

LOTTE rent-a-car

Legal name

롯데렌탈 주식회사

Website

https://lotterentacar.net

Company type

Private

Operating status

Operating

Short description

LOTTE rent-a-car is South Korea's #1 car rental brand (22 consecutive years), operating 100+ branches nationwide with short-term rentals, long-term personal leasing (My Car), corporate fleet management (Bizcar), chauffeur services, and integrated KTX+rent-a-car bundled bookings.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental (532111), Passenger Car Leasing (532112), Passenger Car Rental and Leasing (53211)

SIC

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

akta.pro primary industry

Long-Term / Monthly Car Rental (THADAAAE)

akta.pro secondary industries

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH), Local City / In-Town Car Rental (THADAAAC)

Keywords

• Car rental services
• Vehicle leasing solutions
• Corporate fleet leasing
• Chauffeur transportation services
• Long-term auto rental

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Short-term (Daily) Car Rental: Core revenue stream from daily/short-term vehicle rentals to individual and leisure customers. Pricing is vehicle-type and duration-based. Pricing varies by vehicle class (economy through premium/import), rental period (6h, 12h, 24h, multi-day), and region (mainland vs. Jeju). Members receive up to 60% discount on base rates.
2. Long-term (Monthly/Annual) Car Rental — Personal (My Car): Long-term rental contracts from 24 to 60 months for personal customers. Monthly payments include insurance, vehicle tax, and maintenance. Contracts are renewable and vehicles can be purchased at the end of the term.
3. Long-term Corporate Rental — Bizcar: Corporate long-term rental products (Bizcar 420, Bizcar 530) targeting businesses with flexible terms. Monthly rental fees include insurance, maintenance, accident repairs, emergency assistance, and replacement vehicles. Tax benefits and VAT refunds are included.
4. Used Car Long-term Rental & Succession: Premium used car rental service with 12-24 month contracts, with an option to purchase at the end. Succession (contract transfer) services allow customers to take over remaining contracts on existing vehicles.
5. Chauffeur Services: Chauffeur-driven rental for business, airport transfers, VIP transport, and Jeju island (My Chauffeur). Fees are distance/time-based. Jeju My Chauffeur starts at 60,000 KRW for 3 hours with 15,000 KRW per additional hour.
6. One-way Rental (편도 대여): Drop-off at a different branch from pickup, with an additional fee based on distance between branches. Excludes Jeju. Requires minimum 24-hour rental.
7. Commuter Rental (퇴출근 렌터카): Dedicated evening-to-morning vehicle service (weekdays 5 PM to next day 9 AM): mid-size (Sonata-class) 25,000 KRW, mid-size SUV (Santa Fe-class) 45,000 KRW, 준대형 (Grandeur-class) 35,000 KRW.
8. Ancillary Services (Add-ons): Additional revenue from child car seats, pet carriers, Hi-Pass prepaid cards, and vehicle insurance upgrades (CDW tiers). Also includes accident insurance replacement car service (charged to at-fault insurer).
9. Vehicle Wrapping & Customization: Vehicle wrapping design and specialty vehicle outfitting services for corporate customers through LOTTE Autolease.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

LOTTE rent-a-car provides vehicle rental and leasing services across South Korea, including short-term daily rentals, monthly rentals, long-term personal leasing (My Car), corporate fleet leasing (Bizcar), chauffeur services, used car rentals with succession options, and integrated KTX+Rent-a-Car travel packages. Operations span 100+ branches nationwide, with international chauffeur services in Vietnam and overseas rental access through Hertz.

Product overview

LOTTE rent-a-car is South Korea's No.1 car rental brand operated by Lotte Rental, offering a comprehensive portfolio of mobility services. The portfolio consists of three main pillars: short-term car rental (단기렌터카) encompassing daily, monthly, and commuter rentals plus chauffeur services; long-term car leasing under the My Car (마이카) brand for personal customers and Bizcar (비즈카) for corporate customers; and auxiliary services including accident insurance replacement, used car succession, car selling, and vehicle maintenance (차방정). The company also offers integrated transportation through KTX+Rent-a-Car bundling, overseas services via Hertz partnership, Vietnam chauffeur services, and Jeju Auto House as a dedicated Jeju rental hub. The service is accessible via a mobile app, nationwide branch network, KTX station pickup points, airport locations, and smart key box unmanned kiosks.

Differentiator

Problem solved

Functional benefit

Brands

• Bizcar (비즈카): Corporate long-term rental brand offering new and used vehicle fleet management for businesses, featuring flexible contracts including Bizcar 420 and Bizcar 530 products with no cancellation penalties after initial periods, and bundled services including maintenance, accident repairs, emergency assistance, and replacement vehicles.
• My Car (마이카)
• My Car M (마이카 M)
• 退出勤 Rent-a-Car (퇴출근 렌터카)
• My Chauffeur (마이쇼퍼)
• Bizcar (비즈카) for corporations

Products and services

• Short-term Car Rental (단기렌터카) Daily/short-term vehicle rental service for personal and leisure customers across mainland Korea and Jeju Island. Available vehicle classes include economy, compact, standard, full-size, premium, van, SUV, electric, and imported vehicles. Pricing varies by class, duration (6h, 12h, 24h, multi-day), and region. Members receive up to 60% off base rates.
• Monthly Rent (월렌트) Monthly rental service for customers needing a vehicle for one month or longer, such as business trips, overseas visitors, or those considering long-term leasing. Premium (<50,000 km) and Standard (50,000-110,000 km) mileage tiers available.
• Commuter Rent (퇴출근 렌터카) Weekday overnight vehicle rental covering 5 PM to 9 AM the next morning, with Sonata-class (25,000 KRW), Grandeur-class (35,000 KRW), and Santa Fe SUV (45,000 KRW) options at fixed rates. Targets customers needing vehicles only during commute hours.
• Free One-way Rental (무료편도 렌터카) One-way rental service allowing drop-off at a different branch from pickup without additional one-way fees (excluding Jeju). Requires minimum 24-hour rental. Eliminates the cost burden of returning to the original pickup location.
• Chauffeur Service (기사포함 렌터카) Premium chauffeur-driven rental service with experienced drivers (5+ years accident-free, English and Japanese capability), for VIP occasions, weddings, and airport transfers. Available across Korea including Jeju (My Chauffeur from 60,000 KRW/3 hours) and Vietnam.
• KTX+Rent-a-Car (KTX+렌터카) Integrated booking service combining KTX high-speed rail and rental car reservations on a single platform via partnership with Korail. Offers bundle discounts up to 40% and 5% additional LOTTE mileage accumulation on ticket prices. Covers all major KTX stations nationwide.
• Accident Insurance Replacement (사고보험대차) Rental car service used while a customer's own vehicle is undergoing repair following an accident. Rental fees are covered by the at-fault party's insurance through a guarantee system. Includes free CDW enrollment, nationwide 24-hour delivery, and free navigation.
• Vietnam Chauffeur Service (베트남 기사포함 렌터카) Overseas chauffeur service in Vietnam covering airport pickup/drop-off, hotel transfers, round trips, and full-day private tours in Da Nang, Hanoi, Ho Chi Minh City, and Nha Trang. Features Korean-speaking drivers and vehicles equipped with WiFi and dashcams, operated via Lotte Rental Vietnam partnership.
• My Car - New Car Long-term Rental (마이카 신차 장기렌터카) Personal long-term leasing service with contracts ranging from 24 to 60 months. Monthly payments cover taxes, insurance, maintenance, and accident handling. Includes My Car membership benefits across fuel, car wash, insurance, golf, hotels, and shopping. Vehicle purchase option at contract end.
• Bizcar - Corporate Long-term Rental (비즈카 법인 장기렌터카) Corporate long-term car leasing offering flexible maintenance plans (실속정비, 실속정비 플러스, 고급정비), cost savings on initial acquisition, tax advantages with annual expense treatment up to 15 million KRW, and corporate membership perks. Customizable for businesses and government agencies.
• Used Car Long-term Rental (중고차 장기렌터카) Premium used car rental service with contract terms from 12 to 24 months. Vehicles inspected by LOTTE rent-a-car with maintenance records. Insurance and taxes covered in the rental fee. Vehicle acquisition option available at the end of the contract.
• Rental Car Succession (렌터카 승계) Service matching remaining-contract long-term rental vehicles with successor buyers, allowing contract transfer under identical terms. Helps original renters avoid early termination penalties by passing the remainder of their contracts to new users.
• Sell My Car (내차 팔기) Used car purchase service where LOTTE representatives visit the customer's location for free valuation. Pricing based on LOTTE Auto Auction's comprehensive used car index. Operates via the tcar.lotterentacar.net platform.
• Car Visiting Maintenance (차방정) Vehicle visiting maintenance service providing on-site periodic inspection, engine oil changes, tire pressure checks, battery checks, and emergency response for long-term rental customers at their location.
• Vehicle Delivery & Smart Keybox (배달받기 / 무인키박스) Vehicle delivery service bringing the car to the customer's desired location across Seoul, Incheon/Gyeonggi, Daejeon, Busan regions. 24-hour unmanned key box service enables contactless rental and return outside branch operating hours.
• Overseas Rental (해외렌터카) Overseas car rental booking service provided in partnership with Hertz, enabling LOTTE members to rent vehicles in 150+ countries worldwide with member-exclusive discounts. Bookings handled via dedicated Hertz phone line (02) 6465-0315 through Lotte platform.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Hertz Global (허츠)coreChannel Partner/ Reseller/ DistributorLOTTE rent-a-car has a global partnership with Hertz, the world's largest car rental company (150+ countries, 10,000+ locations, 600,000+ vehicles). LOTTE Rent-a-Car members booking international car rental through Hertz receive additional member discounts. Booking is facilitated through LOTTE Rent-a-Car's platform with a dedicated phone line (02) 6465-0315.
• Korean National Railroad (한국철도공사, Korail)coreGTM or Marketing PartnerIntegrated KTX + Rent-a-Car bundled booking service allowing customers to reserve both KTX train tickets and rental cars in a single transaction on the LOTTE rent-a-car platform. Korail provides the rail infrastructure; LOTTE rent-a-car provides the vehicles at destination stations. Benefits include up to 40% bundle discount and 5% additional mileage accumulation on train ticket purchases. The partnership covers all major KTX stations nationwide.
• Lotte Rental Vietnam (롯데렌터카 베트남)coreStrategic or Co-development PartnerLotte Rental Vietnam operates as a wholly/partially owned subsidiary providing in-country chauffeur services (airport pickup/drop-off, hotel transfers, private tours) in Da Nang, Hanoi, Ho Chi Minh City, and Nha Trang. Services feature Korean-speaking drivers, new vehicles (under 2 years old), in-car WiFi, blackbox, and bottled water. Bookings are managed via the Korean Lotte Rent-a-Car website/app, creating a seamless cross-border experience.
• Korean Hotels and Resorts (Various)minorGTM or Marketing PartnerPartnerships with major Korean hotels and resorts including Lotte Hotel Seoul, Lotte Hotel Jeju, Grand Josun Jeju, Shilla Hotel Jeju, Signiel Busan, and others for vehicle pickup zones, cross-promotional coupon packs (Jeju Welcome Coupon Pack with up to 54% off attractions, Busan Welcome Coupon Pack), and shuttle bus services from hotels.
• Jeju and Busan Tourist Attractions (Various)minorGTM or Marketing PartnerCross-promotional partnerships with Jeju and Busan area tourist attractions, restaurants, and hotels through Welcome Coupon Packs distributed to renters. Examples include: Aqua Planet Jeju, Seogwipo Submarine, Camellia Hill, Arte Museum, Hello Kitty Island, Lotte Hotel Jeju, and in Busan: Skyline Luge, Haeundae River Cruise, Busan Tower, Busan Aquarium, and others.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Socar: Korea's largest car-sharing platform, offering short-trip by-the-hour vehicle access. Overlaps with LOTTE's short-term daily rental for urban and leisure use, and is a meaningful emerging substitute that LOTTE addresses partly through its G Car partnership.
• Tada: Korean platform-based mobility service (premium chauffeur / ride service) spun out of Socar. Represents the platform-based, on-demand mobility segment that competes for both leisure and corporate spend, particularly in Seoul and Jeju.

Broad incumbents

• Avis Budget Group: Global rental and leasing group operating the Avis and Budget brands across major markets. Comparable as a multi-brand rental and long-term lease operator, with airport-led short-term rental franchise relevant to LOTTE's Incheon and Gimpo operations.
• Hertz Global Holdings: World's largest car rental group and a formal channel partner of LOTTE rent-a-car for outbound Korean customer rentals. Broadly comparable operating model (airport-led, multi-product, fleet-intensive) at global scale, but does not focus on the Korean long-term lease segment.
• Enterprise Rent-A-Car: Global rental incumbent with a broad multi-product portfolio spanning short-term, corporate, and replacement rental. Less direct overlap with LOTTE in Korea, but a structural comparable for fleet economics, branch productivity, and corporate account management.
• Sixt SE: European-headquartered global rental and leasing company with strong corporate and long-term lease franchise. Comparable in its premium corporate and subscription positioning, relevant to LOTTE's Bizcar corporate and My Car long-term products.

Direct peers

• SK Rent-a-Car: South Korea's other major nationwide car rental operator, formed from the merger of SK Rent-a-Car and AJ Rent-a-Car. Directly competes with LOTTE rent-a-car across short-term, long-term, and corporate segments with overlapping KTX and airport distribution.
• AJ Rent-a-Car: Now part of the SK Rent-a-Car group, AJ Rent-a-Car was historically a top-three Korean rental competitor. Operates overlapping short-term and long-term products in airports, Jeju, and KTX stations, making it a structural comparable for pricing and branch economics.
• Green Car: Korean car-sharing operator historically aligned with Lotte Group's broader mobility stack. Operates a fleet of shared vehicles accessible by membership, directly comparable to LOTTE's G Car partnership and overlapping with its short-term, by-the-hour use cases.
• Hyundai Capital Blue Rent: Hyundai Group-affiliated long-term auto lease and rental brand with strong corporate (B2B) franchise. Most directly comparable to LOTTE's Bizcar long-term corporate offering, with similar maintenance bundling and tax-efficient lease structures.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks8 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCih7WKy20DaLIibm32uAQAg
• Facebookfacebook.com/official.lotterental
• Instagraminstagram.com/lotte_rentacar

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 LOTTE rent-a-car