Endocytosis is a cellular process in which substances are engulfed by the cellular membrane and budded off inside the cells to form vesicles. It plays key roles in controlling nutritional component uptake, immune responses, and other biological functions. A comprehensive understanding of endocytosis gives insights into such physiological functions and informs the design of medical nanodevices that need to enter cells. So far, endocytosis has been studied mostly using established cell lines. However, the established cell lines generally originate from cancer cells or are transformed from normal cells into immortalized cells. Therefore, primary cells may give us more reliable information about the endocytosis process of nanoparticles into cells. In this research, we studied the uptake of gold nanorods (AuNRs) with four different surface modifications (anionic/cationic polymers and anionic/cationic silica) by two kinds of primary cells (human monocyte-derived macrophages and human umbilical vein endothelial cells) and two kinds of established cell lines (HeLa cells and RAW 264.7 cells). We found that the surface properties of AuNRs affected their cellular uptake, and the cationic surface tended was advantageous for uptake, but it depended on the cell types. Control experiments using inhibitors of representative endocytosis pathways (macropinocytosis, clathrin-mediated endocytosis, and caveolae-mediated endocytosis) indicated that primary cells had a dominant uptake pathway for internalization of the AuNRs, whereas the established cell lines had multiple pathways. Our results provide us with novel insights into cellular uptake of AuNRs in that they depend not only on surface characters of the nanoparticles but also cell types, such as primary cells and established cell lines.