Japan and China youth embrace shared ownership and rental trends

In Japan, a growing number of young people are turning to shared ownership models to access luxury vehicles. A service called Rendez-Vous allows groups of individuals to split the costs of high-end cars, such as Ferraris, Lamborghinis, and Porsches. By sharing the depreciation, maintenance, insurance, and taxes, participants can enjoy use of a supercar for a set number of days per year without the prohibitive full purchase price.

Similarly, in China, a shift toward a rental-based economy is emerging among the youth. Rather than prioritizing ownership, many young consumers are choosing to rent items like digital equipment, cameras, and traditional clothing for short-term use. This trend, described as “prioritizing use over ownership,” has seen significant growth in the rental market for consumer goods, driven by cost-effectiveness and the desire for flexibility.