- Reorganization aiming to become a data, online, and service-oriented mobility service company
- Appointment of 3 new executives
- “We will evolve from a conventional car rental company to a Data-driven O2O Mobility Service Provider”

SK rent-a-car (CEO: Hwang Il-moon) announced on the 13th that it had implemented regular organizational reform and executive reshuffle for 2022 with an objective to step up into a data, online, and service-oriented mobility service company.

The company transformed 'DT Promotion Office' into 'Data Science Lab' with an aim to pursue data and tech-centered business and made it play a role of a hub for vehicles, customers, and technology for market data collection and analysis. In addition to that, 'Mobility BM Development Lab' was newly established. ‘BM Development Office' and 'Customer Value Innovation Office' were organized under the umbrella of it to promote technology-based BM innovation. On top of that, 'Smartlink BU' was reorganized under the direct control of the CEO to carry out independent business based on data and technology.

SK rent-a-car also shifts its business to an online platform. The previous online-related organization was expanded and transformed to the 'Online Platform BU' directly under the CEO while 'Marketing Strategy Office' and 'Jeju EV Park' (formerly, 'Jeju Branch') were reorganized to lead online-oriented growth. ‘Jeju EV Park' has announced that it will convert its entire 3,000 vehicles to electric vehicles by 2025. It will serve as a venue for various EV-related activities such as charging, using, and resting electric cars. SK rent-a-car is in the process of creating the place with ambition. ‘Jeju EV Park’ will leap forward into an online-to-offline contact point.

The company changed the name of 'Used Car Business Division' to 'Used Car Platform BU' and placed it under the Rental Headquarters in order to reinforce the competitive edge of the used car business. It plans to fortify the channel portfolio by expanding used car sales channels such as affiliate retail and also to strengthen competitiveness by establishing a data analysis system, such as vehicle history management and value _uation system.

In 2021, SK rent-a-car achieved the highest performance since its foundation. To successfully leap forward as a mobility service company, it appointed three executives while implementing an organizational overhaul.

An SK rent-a-car official said, “the key to this organizational reform and executive reshuffle is to evolve from a conventional rental car company to a data, online, and service-oriented mobility service company.” “We will make our utmost efforts to transform the company into a Data Driven O2O Mobility Service Provider,” he added.

[Newly appointed executives (3 people)]
- Oh Tae-hee responsible for Jeju EV Park
- Kim Tae-heon responsible for Used Car Platform BU
- Kim Young-Jun, head of Metropolitan Area 1 Branch