A New Relationship between People and Cars Created by KINTO, TOYOTA:

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  • Kuriki Kei
    Professor, Kobe University Graduate School of Business Administration, Japan
  • Sasaki Ichiro
    Professor, Faculty of Commerce, Doshisha University, Japan
  • Yoshida Mari
    Associate Professor, Kobe University Graduate School of Business Administration, Japan

Bibliographic Information

Other Title
  • トヨタのKINTOが生み出す人とクルマの新しい関係
  • How Car Subscriptions Will Change the Future of the Automobile Market
  • ― 自動車のサブスクリプションは，車の利用をどのように変えるか ―

Abstract

<p>KINTO Corporation, established in 2019, offers Toyota and Lexus vehicles through a subscription service. The cumulative number of applicants reached 55,000 by December 2022, with young people in their 20 s and 30 s accounting for about 40% of all the applicants. Despite reports of young people in the domestic automobile market turning away from cars, KINTO has successfully created a new relationship between people and cars. In this paper, we review the background of KINTO’s establishment by Toyota Motor Corporation and the characteristics of its services. We also discuss how KINTO provides benefits for the needs of young people in their automobile usage and creates new value through collaborations with existing dealers, auto insurance providers, and Toyota Motor Corporation.</p>

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