As the used-car market is rapidly shifting online, SK Rent-a-Car is unveiling a differentiated solution to the market.
SK Rent-a-Car launched the industry's first used-car long-term rental "live broadcast" in 2021 and then on Aug. 19 opened a more advanced B2C (business-to-consumer transaction) dedicated channel, "LIVE ON." Beyond simple vehicle introductions, the strategy is to upend the market with a new method where sales and consultations happen simultaneously.
The first broadcast of "LIVE ON" aired on Aug. 19th from a dedicated studio inside the Cheonan SK Rent-a-Car Auto Auction. Yoon Seong-ro, head of the car review channel "Motline," which has about 730,000 subscribers, served as show host and introduced more than 10 popular models, including Hyundai Motor's Avante and Grandeur, the Genesis G80, and the Tesla Model S.
Questions about vehicle condition, options, and contract terms flowed in via live chat. More than 60,000 people connected during the hour, and over 3,000 moved to the quote-check page, indicating a favorable response. SK Rent-a-Car said it "demonstrated the potential to build trust through immediate communication with customers."
Last month, SK Rent-a-Car sales staff appeared on the broadcast themselves. By offering real-time expert consultations, customers can review vehicles and receive tailored quotes without location constraints. If needed, they can also sign a contract immediately without meeting in person.
All vehicles featured on "LIVE ON" are used cars that SK Rent-a-Car has managed systematically from new purchase. All maintenance and accident histories are disclosed with 100% transparency, and the broadcast shows the inside and outside of the cars in real time and in detail. Another feature is that only vehicles completed through a structured process at "Prove Station," the latest reconditioning facility inside the Cheonan SK Rent-a-Car Auto Auction—including performance checks; panel beating and painting; sterilization and deodorization; and EV battery certification—are presented.
SK Rent-a-Car plans to develop "LIVE ON" not just as a sales channel but as a core touchpoint with customers. It also plans to introduce, through "LIVE ON," industry-first services such as "SK Rent-a-Car TagoPay," where you pay fees based on the distance driven, and "SK Rent-a-Car TagoBuy," which offers the industry's longest option to use a vehicle for up to one year before deciding whether to purchase it.
An SK Rent-a-Car official said, "We will continue to provide trusted services based on transparent information about used cars and verified quality."