Toyota's Kinto subscription service sees profit double on strong demand

Toyota's car subscription service, Kinto, has experienced a significant increase in earnings for fiscal year 2025, largely attributed to strong demand from younger drivers. The company's offerings, including popular models like the Toyota Yaris and Yaris Cross, have resonated with this demographic.

Kinto was established in 2019 by Toyota with the aim of providing easy access to cars, responding to a growing need for flexible mobility solutions beyond traditional ownership. The service seeks to "help everyone experience the joy of having easy access to a car," aligning with a shift in customer needs from ownership to usage.

In 2021, Toyota and Kinto announced a collaboration to offer "cars that evolve in tune with people," starting with the GR Yaris "Morizo Selection." This initiative allows for software updates tailored to individual customers, reflecting Toyota's accelerated vehicle development through racing and a desire to deliver continuous value to subscribers even after the contract has been signed.