Core Insights - The trend of urban youth in Japan not purchasing cars despite having driver's licenses is increasingly prevalent, contrasting with rural youth who view cars as status symbols [1][2] - Economic and psychological factors are significantly influencing the car ownership intentions of urban youth, with 32% citing "sufficient family car" and 28% mentioning "high car prices" as primary reasons [1] Economic Factors - The average annual income for the 20-25 age group is approximately 2.67 million yen, while the 26-30 age group earns about 3.94 million yen [1] - The cost of new lightweight cars ranges from 1 million to 2 million yen, with premium vehicles sometimes exceeding 4 million yen, making ownership and maintenance burdensome [1] Lifestyle Changes - A shift from material consumption to experiential consumption is occurring, with young people valuing experiences over ownership [2] - The rise of shared car services aligns with the urban youth's preference for "light ownership" and emphasizes experiential value [2] Social Dynamics - Online entertainment and social platforms are diminishing the experiential value of cars, as they occupy more of the youth's time and attention [2] - In rural areas, limited public transport and expanded living circles make cars essential, leading rural youth to seek value in car ownership and model selection [2] Market Implications - Automotive manufacturers need to provide not only physical products but also services that enhance user experience and community value to support the next generation of automotive culture [2]