our-mission

Our Mission

Why We Exist

To build genuine, lasting economic participation for First Nations communities through an independent, nationally operating vehicle hire business.

Every booking made with Jina generates returns for the Yindjibarndi Nation and the Far West Coast peoples — not for a franchise group, not for a global brand, and not for a non-Indigenous holding company. The mission is straightforward: operate a serious, professional vehicle hire business, and make sure the wealth it generates flows back to the communities whose country we operate on.

Our Vision

Where We're Going

To become Australia's leading First Nations fleet operator — the benchmark for what an independent, Indigenous-owned business can achieve in the national hire market.

Jina is already operating across Western Australia, South Australia and the Northern Territory, with a fleet that meets the most demanding mine site and corporate standards. The vision is to expand that national footprint, deepen the corporate relationships we already hold, and become the default choice for any organisation that takes its Indigenous procurement commitments seriously.

Our Edge

Truly
Independent.

Most vehicle hire companies operating in Australia are part of a global franchise network. When you book with them, the revenue flows upward — to a franchise group, a parent company, an overseas shareholder. The local brand is a front.

Jina is different. We do not answer to a franchise. We do not operate under a global brand's licence. There is no head office in another country setting our terms. When you book with Jina, you are booking directly with a First Nations owned and operated Australian business — and you can be confident that your spend is supporting exactly that.

That independence is not just a point of difference. It is the foundation of our ownership model and the reason our communities chose to build this business rather than attach themselves to someone else's.

No Franchise Fees

We don't pay into a global franchise network. Our revenue stays in Australia, distributed to the communities that own this business.

No Foreign Parent

No overseas shareholder, no global brand licence. Jina is 100% Australian — majority First Nations owned, operated and governed.

Direct Community Benefit

Returns flow directly to the Yindjibarndi Nation and the Far West Coast peoples — not filtered through layers of corporate structure.

Verified Ownership

Our Indigenous majority ownership is not a marketing claim. It is the legal and structural reality of how Cedrent Enterprises is constituted.

What We Stand For

Our Values

Integrity

We say what we are. Majority First Nations owned, independently operated, Supply Nation certification pending. No exaggeration, no ambiguity.

Reliability

A late-model, mine-spec fleet. Vehicles that are ready when and where you need them. Corporate clients depend on us — we take that seriously.

Community

The communities that own Jina are not silent investors. They are the reason this business exists, and their economic wellbeing is always the measure of our success.

Economic Justice

The Pilbara and Far West Coast have generated enormous wealth. Jina is one part of ensuring that First Nations communities share in that prosperity on their own terms.

Excellence

Being First Nations owned is not an excuse for lower standards — it is an additional reason to exceed them. We compete on quality, capability and service.

Country

Our name means footprint. We operate with an awareness of the country we work on, and an obligation to the peoples whose country it is.

Our Owners

The Communities
Behind Jina

Jina Rent a Car is majority owned by two First Nations groups whose country spans the regions we operate in. This is not a partnership arrangement — it is direct, majority ownership of Cedrent Enterprises Pty Ltd, which trades as Jina Rent a Car.

When you book with Jina, you are directly supporting the economic futures of the Yindjibarndi Nation and the Far West Coast peoples. For organisations with RAP commitments or Indigenous procurement targets, that support is measurable, verifiable and direct.

Mission& Vision.