Bringing "From Ownership to Use" Even Closer. The World Envisioned by Car Subscription Service KINTO

Toshiyuki Nawata

"I'm interested in cars, but buying one feels like a bit much..." Such sentiments are no longer limited to newly licensed young drivers; they're now heard across all generations. Compared with an era when cars were indispensable for commuting and shopping, especially in urban areas today, many people can get by without one. As lifestyles and values have changed, the idea of owning a car should also be more flexible. That way of thinking lay behind the launch of KINTO.

Owning a car involves not only costs such as insurance, taxes and maintenance, but also risks. For example, having to give up the car due to changes in one's living circumstances. On the other hand, car sharing, which allows you to borrow a car when needed, lacks a sense of attachment. This led us to the idea of a subscription. It allows customers to use a car on a daily basis, much like ownership, while also enabling flexible cancelation or switching in response to life changes. We wanted to offer a "third option" beyond simply buying or renting.

Another focus for KINTO has been building an online contract process. Being able to get estimates and complete contracts easily from home using a smartphone or PC is an essential value in today's world. Our lineup centers on new Toyota, Lexus and Subaru vehicles, as well as high-quality used cars that are close to new. For first-time drivers, we recommend models equipped with the latest safety features. Above all, we want as many people as possible to experience the joy of having a brand-new car delivered to their home. As a gateway to a new relationship with cars, KINTO has worked to make that first step feel light and accessible.

Sota Umahashi

The Sumitomo Corporation Group has long been involved in a wide range of automotive businesses, from sales to auto leasing, and that expertise is reflected in KINTO's service design. Through a system that makes it easy to have a car, we want to stand alongside people who want to get started but can't quite take that first step. That was the original idea behind this service.

Toshiyuki Nawata

When the service was first launched, gaining acceptance for the concept of a "car subscription" was not easy. But through repeated trial and error, more and more customers and dealerships have come to appreciate the appeal of KINTO.

Younger customers in their twenties and below, as well as first-time car owners, have responded positively to the fact that KINTO's plans include voluntary insurance. Without an insurance history, premiums can be high, but this challenge is addressed through an all-inclusive design. As more users try KINTO, many have rediscovered just how enjoyable cars can be.

At the same time, automakers, oil companies and other players have gradually entered the space, and we feel that the "car subscription" concept is becoming established as one way of owning a car. In fiscal 2024, KINTO finally achieved profitability, marking the start of a new phase.

One initiative launched in response to requests to "casually try a car lifestyle" is the [U35] First-Time Car Trial Campaign. Customers can start KINTO with zero initial cost, and if they decide to cancel, no cancellation fee applies – up to the sixth month. And by offering options after six months – continue, switch, or stop – the campaign supports people who want to "try driving before committing." In a survey of customers who signed up during the campaign, more than 40% said they would not have had a car at all without it. This gave us a sense that we were able to encourage those who had been hesitant to take that first step.

Driven by the desire to realize a society where everyone can easily enjoy having a car, KINTO will continue to offer a wide range of experience-based value made possible by cars. Together with KINTO users, we hope to share new and evolving ways of enjoying cars in this rapidly changing era.