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Lotte Rental’s Lotte Rent-a-Car said on March 19 that Korea Management Association Consulting (KMAC) named it the No. 1 car-rental brand for the 24th consecutive year in the 2026 Korea Industry Brand Power rankings.
Korea Industry Brand Power (K-BPI) surveys consumers across major everyday industries and converts measures such as brand awareness and loyalty into an index that evaluates brand strength.
Since first taking the top spot in 2003, Lotte Rent-a-Car has held the rental-car category lead for 24 straight years, cementing its position as South Korea’s leading rental-car brand. The company was credited for strengthening brand trust and competitiveness through consistent, customer-focused services and differentiated mobility solutions.
Lotte Rent-a-Car is continuing to innovate with tailored products and services designed to meet rapidly changing customer needs.
Its industry-first long-term new-car lease for sole proprietors, Lotte Rent-a-Car My Car Plus, targets small business owners who have little time for vehicle upkeep. The program reduces collateral requirements, assigns dedicated consultants for sole proprietors and provides specialized maintenance services. By lowering vehicle acquisition costs, registration taxes and insurance expenses, it improves operating capital efficiency. The company also waives one month’s rental fee on additional or new contracts and converts unused mileage into renewal discounts.
The corporate long-term lease products Bizcar420 and Bizcar530 cut monthly rental expenses through extended contracts and remove early-return penalties. Their flexible return structure lets companies align fleet turnover with replacement cycles and budgets. The plans include comprehensive maintenance, expense processing and tax-saving support, plus corporate membership benefits, helping clients manage vehicles beyond simple rentals.
Through its used-car retail brand T car, Lotte Rent-a-Car is expanding credibility in the secondary market. T car focuses on long-term rental vehicles used by corporate executives and managers, excluding short-term cars that multiple customers have used. Lotte Rent-a-Car buys vehicles directly as new and has maintenance specialists service them every three months. The company discloses statutory inspection results, insurance history and maintenance records. Buyers receive a 180-day warranty on major parts, one year of complimentary on-site maintenance (engine-oil changes and vehicle checks at the customer’s preferred time and place), and a free return or replacement within seven days of purchase.
Choi Jin-hwan, CEO of Lotte Rental, said, “This milestone — 24 consecutive years at No. 1 in K-BPI — was possible because our customers have consistently trusted and supported Lotte Rent-a-Car. We will continue to put customer satisfaction first, deliver differentiated mobility experiences and fulfill our responsibilities as an industry leader.”
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