[SEOUL, October 1, 2026] LOTTE rent-a-car, LOTTE rental's No.1 rental car brand in Korea, has ranked No.1 in the rental car category of the 2026 Korean Customer Satisfaction Index (KCSI) for the 11th consecutive year.
The KCSI is an index that measures customer satisfaction with products and services across industries in Korea. The Korea Management Association Consulting (KMAC) calculates the index based on consumers' actual purchase and usage experience, combining overall satisfaction with product/service elements, overall satisfaction, and intent to repurchase (reuse). This year's survey covered 11,191 consumers aged 18 to under 65 residing in Seoul, the greater Seoul metropolitan area, and six major metropolitan cities. A total of 122 industries and 455 companies and organizations were evaluated, spanning manufacturing (consumer goods and durable goods), general services, and public services.
This year, LOTTE rent-a-car recorded an overall score of 86.4 points, maintaining its No.1 ranking for the 11th consecutive year. Its continued focus on delivering customer-centered benefits was key to the win.
LOTTE rental entered Japan's short-term rental car market this past July. LOTTE rental's Japan subsidiary formed a business partnership with ORIX Auto Corporation, which operates the major Japanese rental car brand ORIX Rent-A-Car, and launched its first rental car service in Okinawa. LOTTE rental's headquarters operates the reservation and payment system, while LOTTE rental's Japan subsidiary provides Korean-language customer service support locally. Partner ORIX Auto Corporation supplies the vehicles and overall rental car operating infrastructure.
Unlike existing global booking platforms, which simply connect customers to local rental car companies, LOTTE rental's key differentiator is that staff dispatched directly from Korea are stationed on-site, providing Korean-language support throughout the entire process from vehicle pickup to return. While customers use vehicles provided by ORIX Auto Corporation, LOTTE rental serves as the primary point of contact for all emergencies, including accidents and breakdowns. If an issue arises, customers do not need to contact the local rental car company directly — LOTTE rental's dispatched staff respond 24 hours a day.
Expanding the scope of its services also contributed to high customer satisfaction. In August, LOTTE rental launched a breakdown repair service available to all long-term rental customers. Previously, repair services for vehicle breakdowns were offered only to customers enrolled in a maintenance plan; the service has now been expanded to cover customers who did not opt into a maintenance plan as well.
Customers can report an issue through the My Car Membership app, a membership service offered free of charge to LOTTE rent-a-car's individual and sole-proprietor long-term rental customers. Within 24 hours, a specialist from LOTTE auto care, LOTTE rental's vehicle management subsidiary, will call to check the vehicle's condition over the phone and direct the customer to a nearby partner repair shop. Repair item pricing can be checked in advance through the app, and labor costs are discounted 20% regardless of the repair item. The final repair cost is billed together with the following month's rental fee, with no on-site payment required.
LOTTE rent-a-car was also named No.1 in the rental car category for the 18th consecutive year in the July 2026 Korean Standard Premium Brand Index (KS-PBI) survey.
A LOTTE rental official stated, "We believe this honor of ranking No.1 in the KCSI for 11 consecutive years reflects our continuous efforts to improve service based on customer expectations." The official added, "We will continue working alongside our employees to enhance customer satisfaction and brand value." <END> | 