LOTTE Rental Co., Ltd. operates as a prominent provider of comprehensive rental solutions, leading the South Korean market in vehicle and mobility services. The company offers a broad array of services including short-term and long-term automobile rentals, auto leasing, car-sharing through Green Car, and active used car sales and auction businesses. Beyond its extensive automotive portfolio, the firm also specializes in general equipment, office machinery, and lifestyle product rentals, catering to both individual and corporate clients. Originally established in 1986, with its current headquarters in Seoul, South Korea, the company has expanded its operations to international markets such as Vietnam and Thailand. In a recent strategic development, Lotte Group announced the divestiture of its controlling interest in Lotte Rental to Affinity Equity Partners, though the company will continue to utilize the Lotte brand for an interim period.