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"I want to drive an electric vehicle, but I hesitate to purchase one because I am unfamiliar with the charging methods and the actual driving experience," said Office Worker A, who is looking to buy a new car. Like A, a growing number of consumers are interested in EVs but remain cautious about making a final purchase decision. While the prospect of lower maintenance costs is appealing, concerns regarding charging infrastructure, battery longevity, and resale value persist.

The EV market is expanding rapidly. According to vehicle registration data from the Ministry of Land, Infrastructure and Transport, new EV registrations topped 100,000 units from January to April this year, accounting for more than 20% of all new vehicle registrations. Analysts attribute this surge in demand to the rising maintenance costs of internal combustion engine vehicles driven by high fuel prices, coupled with the expansion of government EV subsidies and the introduction of new transition grants.

The preference for EVs is particularly pronounced among younger demographics. In the first quarter of this year, new EV registrations among consumers in their 20s surged by 228.5% year-on-year. This cohort's purchasing share has also risen significantly, with EVs representing one out of every four new vehicles registered. Conversely, older age groups with extensive experience operating internal combustion engine vehicles exhibited a relatively lower inclination to purchase EVs.

Amid these shifting market dynamics, demand is rising for long-term rentals as a way to experience an EV before committing to a full purchase. According to Lotte Rental on May 31, new EV contracts for "My Car"—its long-term rental service tailored for individual consumers and sole proprietors—increased by 28% in the first quarter of this year compared to the same period last year.

Long-term vehicle rentals lower the upfront cost barrier typically associated with purchasing a car, with monthly fees wrapping in insurance premiums, automotive taxes, and select maintenance services. Industry evaluations note that because customers can choose to either return or acquire the vehicle at the end of the contract term, this structure mitigates concerns over vehicle depreciation.

Lotte Rental maintains a diverse EV lineup that includes major domestic models such as the Hyundai Kona Electric and Ioniq series, the Kia Ray EV, and the Genesis GV60, alongside global models like the Tesla Model Y and Model 3. The company also offers accelerated delivery programs for select high-demand models.

An industry insider noted, "For drivers who lack full confidence in purchasing an EV outright, long-term rentals can serve as a practical alternative by lowering upfront costs and offering vehicle flexibility," adding, "If the monthly rates for a brand-new EV are too demanding, long-term rentals for used EVs are another viable option."

                                                                                                          Kang Tae-yoon