Seoul Economic Daily EnglishCodex · 实盘不做把握 3/10
北京时间·🕒 发布 13:53:09时区推断·⟳ 抓取 14:41:24·⚡ 决策 07-29 14:43:14 +1m50s·90.5 天前
乐天租赁进入日本冲绳短租车市场
乐天租赁通过 ORIX Auto 在冲绳推出面向韩国游客的短租车服务，属于业务拓展型利好。
📄 原文Seoul Economic Daily English↗ 原文
Lotte Rental Enters Japan's Short-Term Car Rental Market with Full Korean-Language Service
Lotte Rental is entering Japan's short-term car rental market, expanding its business into overseas territory. Lotte Re…
不做 乐天租赁（089860.KS）
新业务进入日本冲绳短租车市场方向偏正面，但未披露收入、车辆规模或利润目标，对乐天租赁短期市值重定价太小，不做。
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研究档案
🔎 新鲜度:最早出现 2026-07-29 · 扩散 low · price-in 风险 medium ↗
关键理由
- 乐天租赁通过 ORIX Auto 在冲绳推出面向韩国游客的短租车服务，属于业务拓展型利好。
- 正文未披露订单金额、车队规模、收入目标或利润贡献，难以证明对乐天租赁短期业绩有可量化增量。
- 该服务首站仅覆盖冲绳，且车辆与运营基础设施由 ORIX Auto 支持，对上市公司市值层面的弹性明显不足。
主要风险
- 海外短租车业务仍处试点阶段，若后续披露规模、订单或盈利目标，需重新评估。
原文全文
展开原文 · 2,314 字
Lotte Rental is entering Japan's short-term car rental market, expanding its business into overseas territory.
Lotte Rental's (089860) Japan subsidiary announced on the 29th that it has formed a business partnership with ORIX Auto, operated by the Japanese car rental brand ORIX Rent-A-Car, and will begin rental car services in Okinawa.
Lotte Rental's headquarters operates the reservation and payment system, while the Lotte Rental Japan subsidiary provides Korean-language customer service locally. ORIX Auto supports the vehicles and the overall rental car operating infrastructure.
The service was designed to allow Korean tourists to use rental cars in Japan as conveniently as at home, without the burden of language barriers or unfamiliar insurance systems. According to the global reservation platform Klook, Japan was the country with the most overseas rental car reservations by Koreans (as of 2024), with usage concentrated in Okinawa, Fukuoka, and Sapporo, in that order. Lotte Rental selected Okinawa as its first Japanese business location because Koreans account for about 20% of foreign tourists visiting Okinawa, and demand for rental cars is high given the region's characteristics, which are similar to those of Jeju Island.
Lotte Rental plans to station staff dispatched directly from Korea locally to support the entire process from vehicle pickup to return in Korean. Customers use ORIX Auto's vehicles, but all emergency situations such as accidents and breakdowns will be handled by Lotte Rental's dispatched staff on a 24-hour basis.
Four types of vehicles are offered: compact, compact hybrid, compact sport utility vehicles (SUVs), and vans. Compact vehicles are available from 260,000 won for a 72-hour period.
Reservations and payments can be made through the "Overseas Reservation" menu on the Lotte Rent-A-Car mobile app and website. The mobile service launches on the 29th, and the website service starts on the 3rd of next month.
"Based on our verified local partnership and Korean-language service, we will support Korean tourists in traveling in Japan as conveniently and safely as at home," a Lotte Rental official said. "Alongside our entry into Okinawa, we will expand our overseas short-term car rental services to strengthen our global rental car business competitiveness."
Lotte Rental's (089860) Japan subsidiary announced on the 29th that it has formed a business partnership with ORIX Auto, operated by the Japanese car rental brand ORIX Rent-A-Car, and will begin rental car services in Okinawa.
Lotte Rental's headquarters operates the reservation and payment system, while the Lotte Rental Japan subsidiary provides Korean-language customer service locally. ORIX Auto supports the vehicles and the overall rental car operating infrastructure.
The service was designed to allow Korean tourists to use rental cars in Japan as conveniently as at home, without the burden of language barriers or unfamiliar insurance systems. According to the global reservation platform Klook, Japan was the country with the most overseas rental car reservations by Koreans (as of 2024), with usage concentrated in Okinawa, Fukuoka, and Sapporo, in that order. Lotte Rental selected Okinawa as its first Japanese business location because Koreans account for about 20% of foreign tourists visiting Okinawa, and demand for rental cars is high given the region's characteristics, which are similar to those of Jeju Island.
Lotte Rental plans to station staff dispatched directly from Korea locally to support the entire process from vehicle pickup to return in Korean. Customers use ORIX Auto's vehicles, but all emergency situations such as accidents and breakdowns will be handled by Lotte Rental's dispatched staff on a 24-hour basis.
Four types of vehicles are offered: compact, compact hybrid, compact sport utility vehicles (SUVs), and vans. Compact vehicles are available from 260,000 won for a 72-hour period.
Reservations and payments can be made through the "Overseas Reservation" menu on the Lotte Rent-A-Car mobile app and website. The mobile service launches on the 29th, and the website service starts on the 3rd of next month.
"Based on our verified local partnership and Korean-language service, we will support Korean tourists in traveling in Japan as conveniently and safely as at home," a Lotte Rental official said. "Alongside our entry into Okinawa, we will expand our overseas short-term car rental services to strengthen our global rental car business competitiveness."
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