The Beginning of a Mobility World
transformed by AI and Data

SK Speedmate, a leader in the automotive care industry, is accelerating its efforts to create future innovation value by appointing a new CEO and reorganizing its structure.

On December 9, SK Speedmate announced that it has appointed Hwan-Yong Lee as its new CEO through the 2026 regular executive reshuffle and organizational restructuring, while also establishing two new divisions: MSI (Mobility Service Innovation) and MPI (Mobility Platform Innovation).

Lee joined SK Networks in 2005 and has built expertise in strategy, planning, and accounting, supporting various business operations. In 2024, he was appointed CEO of Mintit, where he focused on stabilizing the used phone trading business and strengthening its future growth foundation. Starting next year, Lee will also serve as CEO of SK Speedmate, aiming to enhance efficiency and innovation in the automotive care business model.

Alongside the CEO appointment, SK Speedmate has implemented an executive-level organizational restructuring to strengthen business execution and establish a responsibility-based management system. The MSI division will focus on maintenance services, while the MPI division will center on parts distribution and ERS (Emergency Roadside Service) businesses.

Since its spin-off from SK Networks in September last year, SK Speedmate has been delivering high customer satisfaction through services like “Starry Night Maintenance”, while strengthening competitiveness across the automotive care sector through partnerships with leading companies such as SK Enmove, Kakao, Hankook Tire, and BMW. The company is also actively developing technology-driven business models, introducing an AI-based automatic quotation system from German automotive data firm DAT, and launching Speed Auto Care, an AI-powered service integrated with Kakao’s AI agent Kanana.

Lee’s extensive experience in strategic planning at SK Networks and Mintit is expected to align well with SK Speedmate’s diversification efforts and innovation through AI integration.

Looking ahead, SK Speedmate plans to simultaneously advance automotive service sophistication and parts distribution platform innovation, solidifying its foundation for future growth.

An SK Speedmate representative stated:
“In an uncertain business environment, we have appointed a leader capable of driving both stability and innovation. As Korea’s leading automotive care company, we will work together to further enhance our value.”

Following the enthusiastic response to the drama “Kim Manager’s Story” (official title: A Middle Manager Who Owns a Home in Seoul and Works at a Big Corporation), attention is growing toward Speedmate, the automotive care brand that supported the production by providing filming locations.

According to SK Speedmate on the 5th, Speedmate appeared in the drama as the auto repair shop operated by the main character’s older brother. The brand participated in production support by offering its store as a filming site and featuring its logo.

“Kim Manager’s Story” portrays the journey of a man who once prided himself on living in Seoul and working for a major corporation, only to face failure and rediscover his true self. In a moment of despair, Kim Manager seeks help from his estranged brother, who suggests car washing work. Kim Manager sets up a car wash next to his brother’s repair shop and gradually finds fulfillment in his new routine. The repair shop that serves as the backdrop for Kim Manager’s positive transformation is none other than Speedmate.

The heartfelt story of a middle-aged man’s search for identity resonated deeply with viewers of similar age groups and beyond, driving the drama’s popularity across TV channels and OTT platforms. This success has also amplified brand recognition for Speedmate.

As Korea’s leading automotive care brand, Speedmate continues to strengthen services aimed at improving customer satisfaction. In May, the company unveiled a refreshed logo for the first time in 15 years, reflecting its commitment to being “with you from start to finish in car maintenance.” To accommodate busy professionals, Speedmate operates “Starry Night Maintenance” on Tuesday evenings. It also launched Roadmate S, an exclusive tire pattern developed in partnership with Hankook Tire. Recently, Speedmate introduced Speed Auto Care, an AI-powered vehicle management service integrated with Kakao’s Kanana, creating a personalized maintenance environment that blends online and offline experiences.

Speedmate plans to further enhance brand value by leveraging innovative technology and services, while positioning itself as a trusted partner for drivers throughout their car care journey. The company will continue to develop engaging content and events to expand customer touchpoints.

An SK Speedmate representative stated, “Having supported customers’ vehicle maintenance for many years, Speedmate joined the drama production to promote our new brand image and connect with audiences in a more approachable way.”

SK Speedmate, a leader in Korea’s automotive care industry, is partnering with SK Enmove to promote a new imported car maintenance franchise brand, ZIC TECH, in an effort to revitalize the imported car aftermarket and foster a healthy industrial ecosystem.

SK Speedmate (CEO: Ahn Moo-in) announced on the 27th that it has signed a business agreement with SK Enmove to jointly develop and operate an imported car maintenance franchise utilizing the ZIC brand. The agreement ceremony, held the previous day at Samil Building in Jongno-gu, Seoul, was attended by Kim Jae-ho, Head of Business Strategy at SK Speedmate, and Seo Sang-hyuk, Head of e-Fluids at SK Enmove. The two companies discussed future cooperation plans, including the opening schedule for ZIC TECH stores.
(SK Enmove operates as a CIC—Company-in-Company—under SK On.)

Under this agreement, the two companies plan to open ZIC TECH stores by the end of this year, providing reliable services for imported car owners, and expand to more than 10 locations by the first half of next year.

Through the ZIC TECH initiative, SK Enmove will supply premium ZIC lubricants—trusted for over 30 years both domestically and internationally—to imported car drivers at reasonable prices. Meanwhile, SK Speedmate will leverage its franchise management expertise to train and supervise mechanics, implement standardized maintenance processes, and provide customer service guidelines to enhance brand reliability.

With the number of imported cars in Korea expected to exceed 4 million by 2030, the shortage of aftermarket services has become a pressing issue. In particular, vehicles with expired warranties face concerns over maintenance quality and cost. Against this backdrop, SK Speedmate and SK Enmove aim to deliver transparent and trustworthy services through ZIC TECH, while upgrading business competitiveness via an online reservation and ordering system, stable supply of maintenance parts, and systematic technical support for service centers.

An SK Speedmate representative stated, “By combining the trusted ZIC brand with our collaborative approach, we will set a new benchmark for quality, time, and cost in imported car maintenance services. We plan to unveil new branded stores by year-end and enhance marketing and operational systems to broaden our customer service offerings.”

SK Speedmate, a leading automotive maintenance service provider in Korea, is bringing AI-powered convenience into drivers’ daily lives.

On November 26, SK Speedmate (CEO: Ahn Moo-in) announced the launch of ‘Speed AutoCare,’ an AI-based vehicle maintenance service integrated with Kakao’s AI agent app ‘Kanana.’ This service leverages AI to assist customers with vehicle management and maintenance. When Kanana users ask questions about car care through Speed AutoCare, the service provides accurate answers and supports tasks such as recommending nearby Speedmate stores, enabling real-time reservations, and guiding maintenance items for thorough and efficient vehicle management.

The introduction of Speed AutoCare marks the realization of the strategic partnership signed between the two companies in October. SK Speedmate will offer customers an AI-driven experience for vehicle maintenance, while Kakao will provide Kanana users with a complete service that connects online and offline channels.

Kakao’s Kanana app is designed to proactively solve everyday problems using AI capabilities. By integrating Speed AutoCare, SK Speedmate’s safe and convenient vehicle management services will become even more accessible, enhancing customer satisfaction. To celebrate the launch, SK Speedmate will host a promotional event offering engine oil discount coupons to customers who book maintenance through Kanana’s Speed AutoCare feature (details available on the Speedmate website).

An SK Speedmate representative stated, “With Speed AutoCare, Kanana users who need vehicle maintenance will enjoy easy access to high-quality services at over 580 Speedmate locations nationwide. We will continue to accelerate business innovation by combining advanced technology with our extensive offline infrastructure.”

End.