Jina Rent a Car is majority owned by First Nations peoples — the Yindjibarndi of the Pilbara and the Far West Coast peoples of South Australia. This is not a partnership arrangement or a supplier diversity program. It is direct, majority ownership.
Jina means foot — and in the context of this business, it carries a deeper meaning. A footprint left on country. A presence. A mark that says: we were here, we are here, and we will continue to be here.
The name was chosen deliberately. It bridges two language groups — Yindjibarndi in the Pilbara and the Far West Coast language groups of South Australia — reflecting the shared ownership at the heart of this business.
For Cedrent Enterprises, trading as Jina Rent a Car, the name is not a marketing device. It is a statement of identity, of obligation to country, and of the communities whose investment and trust made this business possible.
The Yindjibarndi Nation are the Traditional Custodians of a vast tract of country in the Pilbara region of Western Australia — spanning from the Hamersley Range and Karijini National Park in the south, through to the coastal plains around Roebourne and Karratha in the north.
This is ancient country. The Yindjibarndi have lived on, travelled through, and cared for this land for tens of thousands of years. The deep gorges of Karijini, the spinifex plains, the river systems that run through the ranges — all of it is Yindjibarndi country, and all of it carries the memory of the people who belong to it.
Today, the Yindjibarndi Nation continue to assert their rights and sovereignty over their country — including through the landmark Federal Court determination of 2017, which recognised Yindjibarndi native title over more than 2,700 square kilometres of the Pilbara.
The word jina — meaning foot — comes from the Yindjibarndi language. It is one of the most immediate and grounded images in the language: the mark a person leaves as they walk across their country. That the business takes this name reflects the seriousness with which the Yindjibarndi owners regard their role.
Jina Rent a Car operates from Karratha, Port Hedland, Newman and Gap Ridge — all locations within or adjacent to Yindjibarndi country, and all within the resource-rich Pilbara where the Yindjibarndi Nation have had to navigate the pressures and opportunities of large-scale mining and industry for decades.
The Yindjibarndi ownership of Jina represents a deliberate effort to ensure that economic activity on and around their country — including the movement of workers, contractors and corporate clients across the region — generates wealth and opportunity for the people whose country it is.
The Far West Coast peoples are the Traditional Custodians of the westernmost reaches of South Australia — a remote and remarkable stretch of country running along the Great Australian Bight from the South Australian–Western Australian border eastward to Ceduna and beyond.
This is coastal and desert country of extraordinary diversity. The Nullarbor Plain, the cliffs of the Bight, the saltlakes, the mallee scrublands and the sea — all of it has been home to the Far West Coast peoples for thousands of generations. The country is not empty, and it never was. It is mapped in language, in ceremony, in the songlines that connect communities across vast distances.
The Far West Coast Native Title determination, finalised in 2013, formally recognised the rights of the Far West Coast peoples over more than 40,000 square kilometres of South Australia — one of the largest native title determinations in the state's history.
The word jina also exists in the Far West Coast language groups — a remarkable linguistic connection that bridges two distinct peoples and two vast stretches of Australian country. That a single word, carrying the same meaning, appears in both Yindjibarndi and Far West Coast languages is part of why it was chosen as the name for this business.
Jina Rent a Car operates from Ceduna Airport — a gateway to the Far West Coast and a critical access point for the communities, service workers, government agencies and resource companies that operate in the region. The Far West Coast ownership of Jina places the business firmly within the economic life of this country.
For the Far West Coast peoples, participation in Jina represents an assertion that the economic development occurring on and near their country should generate tangible benefit for those communities — not simply pass through them.
Cedrent Enterprises trading as Jina Rent a Car has applied for Supply Nation certification — the independent verification process for Indigenous-owned businesses. Certification is currently pending. For organisations with Reconciliation Action Plans or Indigenous procurement commitments, booking with Jina directly supports those goals.
The legal entity behind this business is Cedrent Enterprises Pty Ltd. Cedrent operates as Jina Rent a Car — not the other way around. The Jina brand was created to give this business a name and identity that reflects who owns it and why.
Cedrent holds a national corporate fleet and operates across Western Australia, South Australia and the Northern Territory, with bookings available nationwide. The business is listed on Serko and is accessible through major corporate travel management platforms, making it straightforward for procurement teams to book with us directly.
We are not a minority-owned supplier attached to a larger non-Indigenous business. Jina is majority First Nations owned, Supply Nation certification pending, and operated by a team that understands the remote and resource sectors we serve.