Discover SOCAR’s Premium ‘Black Label’ Service: A Game Changer in Car Sharing for 2026!
Daniel Kim Views
SoCar Inc. announced on March 19 that it will significantly expand its Black Label service and begin full-scale operations to meet growing, differentiated mobility demand.
Black Label is a premium car-sharing tier SoCar launched as part of its year‑round “Stress Free” campaign to deliver a smoother, more premium car‑sharing experience. The company began a pilot in February to provide a differentiated experience across the entire customer journey—from vehicle condition to ancillary services.
SoCar provides every Black Label vehicle in top condition after a wash and inspection, with at least 80% fuel and amenities such as bottled water, charging cables and hand sanitizer. The service also includes the “Bureum” on‑demand pick‑up/drop‑off option valued at up to 10,900원 (approximately $8.18), allowing customers to collect and return vehicles at locations of their choice. Black Label operates a dedicated customer center 24/7 to deliver real‑time, hands‑on support for any issues that arise during use.
After a one‑month pilot, SoCar found strong demand for Black Label in premium leisure and business travel. Stops at hotels, condos and resorts were 47% higher than with regular car‑sharing, suggesting the service was used for longer trips tied to upscale lodging. Average rental durations for Black Label were more than twice those of standard car‑sharing, and corporate card payments were nearly three times higher, indicating a clear preference among business users for vehicles in top condition.
Riding that demand, SoCar will expand the service starting today. The lineup will grow from three models—the Kia Carnival and the Genesis GV70 and GV80—to eight models, adding the Genesis G80, BMW X3, the Kia K8 Hybrid, Volvo XC40 and Mercedes‑Benz E‑Class. SoCar will also increase the fleet to 100 vehicles, more than triple the previous size. As an opening special, Black Label is being offered at 24,900원 (approximately $18.68). The service is available for rentals of six hours or more in Seoul and the surrounding metropolitan area; SoCar plans to expand the service area incrementally.
An Dong‑hwa, head of SoCar’s Carsharing Division, said, “Black Label goes beyond simply providing a nicer car. We designed the service so users can enjoy a seamless, distinctive experience at every step of their journey. Whether for a family trip or a business meeting, we hope customers will choose Black Label for a more comfortable, memorable trip, carefully prepared by SoCar.”
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