Rental: the key players of the new mobility era
- April 30, 2025
- sgalbiati
If rental is a rapidly evolving world, who are the main players driving this revolution? We asked Giampiero Eugeni, Business Development Manager at LoJack Italia:
“The new rental targets – the manager immediately explains – reflect the changes in society and the market. First of all, there are the new generations: Millennials, Generation Z, and looking ahead, Generation Beta. These groups have a completely different approach compared to the past: they don’t see ownership as an absolute value but prefer on-demand usage. They are digital natives, used to flexibility and drawn to models that align with principles of circular economy and sustainability.”
What makes rental so appealing to these generations?
“For them, the key is the freedom to adapt. Whether it’s a car, an electronic device, or other goods, they prefer customizable solutions that don’t tie them down long-term. Digitalization plays a crucial role: they are used to managing everything online, quickly and rental services respond to this need with flexible subscriptions and tailor-made offers. Furthermore, their ecological awareness drives them to choose options that minimize environmental impact, something rental naturally embodies.”
Besides young people, which other target groups are emerging?
“Companies and professionals represent another rapidly growing segment. Rental is becoming a strategic choice to optimize costs and maintain operational efficiency. Think about corporate fleets, work tools, or IT equipment: renting them means avoiding heavy upfront investments while always having access to the latest technologies, without the burden of maintenance or obsolescence. In a world where products quickly become outdated, this flexibility is a competitive advantage.”
How does LoJack combine technology and ecological savings?
“At LoJack, we offer advanced tools to monitor driving behavior and fuel consumption for fleets. This directly impacts the environment: by analyzing data, we can identify the most fuel-consuming routes and suggest more efficient alternatives. Additionally, monitoring starts, stops, and mileage provides valuable insights for optimizing fleet management, reducing unnecessary fuel use and therefore emissions. It’s an approach that combines cost savings with environmental responsibility.”
What concrete benefits do you see for companies adopting these solutions?
“The benefits are tangible: a more efficient fleet means lower operational costs and a reduced environmental footprint. But there’s more: the data we provide helps companies make informed decisions, improving planning and safety. For a company, this translates into leaner management and a greener image, which is increasingly valued by customers and partners.”
How do you envision the future of rental for these target groups?
“I see continuous expansion with increasingly diversified targets. New generations will continue to drive the usage over ownership paradigm, while companies will seek more integrated and technological solutions. At LoJack, we will continue to innovate to support this transition, offering tools that combine digitalization, efficiency, and sustainability. Rental is no longer just an alternative; it is a strategic choice for the future.”
