Slowdown in Shared Mobility Growth and Changes in Consumer Preferences Since the pandemic, the world has shifted to a new normal. In particular, consumer preferences for transportation choices are dramatically changing. Shared mobility services, such as car-sharing and ride-sharing, which once enjoyed explosive popularity, are increasingly being perceived as burdensome rather than merely economical and convenient options. Consequently, there is a clear shift towards consumers preferring personal vehicle ownership. Failure to understand and address this phenomenon could significantly impact the mobility market. A global mobility market report published by Maeil Business Newspaper on March 16, 2026, clearly indicates a slowdown in shared mobility growth and an increase in personal vehicle consumption. One of the primary reasons consumers no longer perceive shared vehicles or services as economical is concerns over hygiene and privacy. Especially since the pandemic, many people have developed a negative perception of using public or shared vehicles. The inability to guarantee cleanliness in shared vehicles is a serious concern for consumers, highlighting the renewed value of personal vehicle ownership. According to the report, hygiene concerns extend beyond mere psychological unease, leading to actual changes in usage patterns. As worries about the cleanliness, disinfection status, and ventilation systems inside shared vehicles used by an unspecified number of people grow, consumers increasingly prefer personal vehicles that offer their own private space. From a privacy perspective, personal vehicles also offer the advantage of free movement without the gaze or interference of others, making them an attractive option for consumers who prioritize the quality of their travel. Another crucial factor is cost. While shared mobility service fees might initially seem affordable, a widespread calculation among consumers suggests that frequent use can make maintaining these services more expensive than owning a personal vehicle. This point strongly influences consumers who consider long-term economic viability. Analysis shows that the average cost of shared mobility services has continuously risen in recent years, posing a significant burden, especially for consumers who frequently use them for commuting or daily travel. While shared mobility might still be economical for one-off or occasional use, for consumers who use it regularly five or more times a week, the cumulative monthly cost can be substantial. When comparing these costs to car loan payments, insurance, and maintenance, an increasing number of consumers are concluding that personal vehicle ownership is more rational in the long run. It is also noteworthy that the utility of personal vehicles is felt more strongly by consumers with complex travel patterns, such as family trips or visits to multiple destinations. Furthermore, with the expansion of electric vehicle (EV) subsidies and tax benefits, personal vehicle ownership is becoming an even more attractive option. Several countries, including South Korea, offer substantial subsidies for EV purchases, and EV charging infrastructure is rapidly expanding. These policy supports are significant factors highlighting the economic viability of personal vehicle ownership for consumers. For these reasons, there is a growing trend towards seeking higher value and stability through personal vehicle ownership rather than shared mobility services. Personal Vehicles Regaining Attention, Centered on Hygiene and Economic Viability Unlike traditional internal combustion engine vehicles, electric vehicles eliminate fuel costs, benefit from government subsidies that lower initial purchase prices, and offer tax incentives, significantly reducing the total cost of ownership. Furthermore, with the expansion of charging infrastructure, the inconvenience of charging is gradually being alleviated, making EV ownership a rational choice for personal transportation. This is gaining attention as a way to pursue both environmental protection and economic efficiency. Meanwhile, shared mobility companies are rolling out various strategies to respond to these changes. Companies are strengthening their competitiveness by introducing premium services and subscription models. For instance, they are offering premium services that guarantee the safety and cleanliness of shared vehicles or proposing subscription models that allow for long-term vehicle use at reasonable prices. Efforts are also underway to enhance trust by providing safer transportation services utilizing autonomous driving technology. Subscription models represent a hybrid form between traditional car-sharing and personal ownership, where a monthly fee grants access to a vehicle for a certain period or distance. This offers consumers cost predictability and provides companies with a stable revenue stream. Premium services target consumers sensitive to hygiene and convenience by g
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