Joycal Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo / CEO Yukio Hayakawa, hereinafter: Joycal Japan), an automotive service company that operates a nationwide franchise (alliance chain) for car leasing and new/used car sales, conducted a survey on the car purchase and replacement behavior of cash buyers. The survey targeted 550 men and women aged 20-69 nationwide who have experience purchasing a new car with a lump-sum cash payment and subsequently selling or trading it in.

01 | The Biggest Reason for Lump-Sum Cash Purchase is "Not Wanting to Pay Interest/Fees" (26.8%); Only 13.3% Want to "Own"

02 | Over 70% Feel Maintenance Costs are a "Burden," Yet 69.5% Keep Cars for Over 5 Years - The Reality of Being Driven to Other Costs Despite Making a "Smart Choice"

03 | Over Half Interested in a 3-Year Contract Model with "Lower Total Payment, Maintenance Included, Lump-Sum Payment"; Over 30% Favor Non-Cash Ownership Methods

Survey Overview

Survey Name: Survey on Car Purchase and Replacement Behavior of Cash Buyers

Survey Method: Internet survey conducted as part of the research marketing service "Lisapi®︎" provided by IDEATECH.

Survey Period: April 7, 2026 - April 9, 2026

Valid Responses: 550 men and women aged 20-69 nationwide who have experience purchasing a new car with a lump-sum cash payment and subsequently selling or trading it in.

* Proportions may not add up to 100% due to rounding of decimals to the second decimal place.

≪Terms of Use≫

1. Please clearly state "Joycal Japan Co., Ltd." as the source of information.

2. When using on a website, please include the following link as the source.

URL: https://joycal.jp/

The True Reason for Cash Purchase is "Not Wanting to Lose Money"; Only 13.3% Want to "Own"

When asked, "Q1. Please tell us the reason for purchasing that car with a lump-sum cash payment. (Multiple answers)" (n=550), the responses were: "Did not want to pay interest or fees" (42.4%), "Had a lump sum of money" (40.7%), and "Resisted the system of loans or installment payments" (29.1%).

Q1. Please tell us the reason for purchasing that car with a lump-sum cash payment. (Multiple answers)

・ Did not want to pay interest or fees: 42.4%

・ Had a lump sum of money: 40.7%

・ Resisted the system of loans or installment payments: 29.1%

・ Thought it was normal to buy with cash: 25.6%

・ Thought the total amount would be higher with installments: 23.6%

・ Did not want monthly payments: 20.2%

・ Thought the process was troublesome: 16.2%

・ Wanted to own the car as my own property: 13.3%

・ Was anxious about loan screening: 9.8%

・ Family or others recommended cash purchase: 6.0%

・ Other: 0.2%

・ Don't know / Cannot answer: 1.1%

▶︎ Analysis | The true reason for cash buyers is cost rationality, "not wanting to lose money," and not primarily a desire for ownership. Conversely, this indicates a considerable number of potential customers who are not fixated on lump-sum cash payments if there is an option that reduces the overall cost burden.

70% Concerned About Maintenance Costs, Yet Continue to Drive for Over 7 Years - The Reality of Enduring Long-Term Ownership

Regarding "Q2. Actual ownership period" (n=550), "10 years or more" accounted for 32.5%, and those who kept their cars for 7 years or more totaled 51.0%, indicating long-term ownership is the norm.

Q2. Actual ownership period

・ Less than 1 year: 2.7%

・ 1-2 years: 7.5%

・ 3-4 years: 16.5%

・ 5-6 years: 18.5%

・ 7-9 years: 18.5%

・ 10 years or more: 32.5%

・ Don't know / Cannot answer: 3.6%

On the other hand, when asked, "Q3. Ideal replacement cycle" (n=550), there were a certain number of shorter responses, such as "every 4-5 years" (19.8%), revealing a gap between reality and ideal.

Q3. Ideal replacement cycle

・ Every 1-2 years: 2.0%

・ Every 3 years: 8.5%

・ Every 4-5 years: 19.8%

・ Every 6-7 years: 16.0%

・ Every 8-9 years: 9.5%

・ 10 years or more: 17.1%

・ Want to keep the same car for as long as possible: 23.6%

・ Don't know / Cannot answer: 3.5%

"Q4. Background" (n=550) revealed that 72.0% felt the maintenance costs of their car were a "burden." This suggests a situation where people are forced to keep their cars longer than ideal due to accumulating costs like vehicle inspections, taxes, and repairs.

Q4. Background

・ Felt it was a significant burden: 18.4%

・ Felt it was somewhat of a burden: 53.6%

・ Did not feel it was much of a burden: 20.9%

・ Did not feel it was a burden at all: 5.8%

・ Don't know / Cannot answer: 1.3%

The True Nature of Maintenance Cost "Burden": "Vehicle Inspection, Taxes, Insurance, Unexpected Repairs" - All Top 4 Items are Regular or Unexpected Major Expenses

When asked, "Q5. For those who answered 'Felt it was a significant burden' or 'Felt it was somewhat of a burden' in Q4. Please tell us the costs that were particularly burdensome. (Multiple answers)" (n=396), the responses were: "Vehicle inspection costs" (68.9%), "Automobile tax" (55.6%), and "Automobile insurance premiums" (49.2%).

▶︎ Analysis | All of the top 4 items are significant regular or unexpected expenses incurred after purchase. This highlights the reality that even with a lump-sum cash purchase where payment is completed at the time of purchase, ongoing ownership costs are unavoidable.

Q5. For those who answered 'Felt it was a significant burden' or 'Felt it was somewhat of a burden' in Q4. Please tell us the costs that were particularly burdensome. (Multiple answers)

・ Vehicle inspection costs: 68.9%

・ Automobile tax: 55.6%

・ Automobile insurance premiums: 49.2%

・ Unexpected repair/breakdown costs: 38.4%

・ Gasoline costs: 34.6%

・ Regular maintenance costs (oil changes, etc.): 33.3%

・ Replacement costs for consumables such as tires and batteries: 33.1%

・ Other: 0.8%

・ Don't know / Cannot answer: 0.3%

Reason for Selling a Car: One-Third Due to "Timing of Vehicle Inspection" - Cases of Selling Due to Being "Forced" Rather Than Planned

When asked, "Q6. Please tell us the main reason for selling or trading in that car. (Multiple answers)" (n=550), the responses were: "The car became old/deteriorated" (42.2%), "It was time for the vehicle inspection" (33.5%), and "Wanted to drive a new car model" (30.2%).

▶︎ Analysis | While "The car became old/deteriorated" (42.2%) can be interpreted as an active replacement, "Timing of vehicle inspection" (33.5%) and "Increased breakdowns/repairs" (19.1%) suggest a "forced" replacement due to the burden of maintenance costs reaching their limit. Combined with the perceived burden of maintenance costs in Q4, it appears that a certain number of people are forced to replace their vehicles due to unexpected expenses after long-term ownership.

Q6. Please tell us the main reason for selling or trading in that car. (Multiple answers)

・ The car became old/deteriorated: 42.2%

・ It was time for the vehicle inspection: 33.5%

・ Wanted to drive a new car model: 30.2%

・ Increased breakdowns/repairs: 19.1%

・ Family composition or lifestyle changed: 18.0%

・ Maintenance costs became too high: 11.1%

・ Fuel efficiency worsened: 8.5%

・ Needed a lump sum of money: 2.5%

・ Other: 2.5%

・ Don't know / Cannot answer: 3.6%

One-Third of Cash Buyers Favor a New Ownership Method; Over Half Interested if it Includes "Lower Total Payment, Maintenance Included, Lump-Sum Payment"

When asked, "Q7. If there were ways of using a car like the one described below*, how interested would you be?" (n=550), "Very interested" accounted for 11.3% and "Somewhat interested" for 39.6%.

* A 3-year contract where the usage fee is paid in a lump sum via cash or card (no interest). Includes automobile tax and mandatory liability insurance. Since the car is returned at the end of the contract, vehicle inspection costs are also unnecessary. You can then switch to a new car.

Q7. If there were ways of using a car like the one described below*, how interested would you be.

・ Very interested: 11.3%

・ Somewhat interested: 39.6%

・ Not very interested: 23.6%

・ Not interested at all: 17.5%

・ Don't know / Cannot answer: 8.0%

"Q8. Reasons for interest" (n=280, multiple answers) are as follows:

Q8. Reasons for interest

・ Because the total payment seems to be lower: 44.6%

・ Because the amount of money needed upfront is much less than buying a new car with cash: 41.8%

・ Because it's easy to understand with taxes and vehicle inspection costs included: 40.0%

・ Because it can be paid in a lump sum without interest, allowing for a feeling close to ownership: 38.6%

・ Because it's easy to switch to a new car every 3 years: 28.9%

・ Because it seems to reduce maintenance effort: 21.4%

・ Because it seems to reduce unexpected expenses: 19.6%

・ Because payment by credit card is convenient: 11.4%

・ Other: 0.0%

・ Don't know / Cannot answer: 0.7%

One-Third of Cash Buyers Favor a "New Way of Owning a Car"

When asked, "Q9. If there were the following three ways of owning a car, which one would you consider most?" (n=550), "Purchase as before, with a lump-sum cash payment" accounted for 49.6%, while "Using a 3-year contract service with a lump-sum payment at the time of contract" (18.4%) and "Using a plan with a partial down payment and monthly payments for the remainder" (14.4%) combined accounted for 32.8% who favor new ownership methods.

Q9. If there were the following three ways of owning a car, which one would you consider most.

・ Purchase as before, with a lump-sum cash payment: 49.6%

・ Using a 3-year contract service with a lump-sum payment at the time of contract: 18.4%

・ Using a plan with a partial down payment and monthly payments for the remainder: 14.4%

・ Don't want to consider any of them: 7.1%

・ Other: 0.0%

・ Don't know / Cannot answer: 10.5%

The True Feelings of Those Who Continue with Cash Purchases: "Not Wanting to Pay Unnecessary Costs" is Still the Priority

When asked, "Q10. For those who answered 'Purchase as before, with a lump-sum cash payment' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)" (n=273), "No loans or interest" was the top response at 53.8%. This is consistent with the purchase motivation in Q1, confirming a strong commitment to cost rationality.

Q10. For those who answered 'Purchase as before, with a lump-sum cash payment' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)

・ No loans or interest: 53.8%

・ It's a payment method I'm used to: 41.8%

・ Because the total payment seems to be lower: 38.5%

・ Because ownership of the car will definitely be mine: 36.6%

・ Don't want to be tied down by contract periods or return conditions: 30.4%

・ Want to keep it for a long time: 25.3%

・ The process is simple and easy to understand: 23.8%

・ Other: 0.4%

・ Don't know / Cannot answer: 0.7%

Reasons for Considering the 3-Year Contract Model: Same Sentiment as Cash Buyers Regarding "Not Wanting to Pay Unnecessary Costs"

When asked, "Q11. For those who answered 'Using a 3-year contract service with a lump-sum payment at the time of contract' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)" (n=101), "No interest as it's a lump-sum payment" was overwhelmingly the top response at 65.3%. This indicates that they share the same sentiment as cash buyers of "not wanting to pay extra costs," while also expecting a reduction in maintenance costs and replacement expenses.

Q11. For those who answered 'Using a 3-year contract service with a lump-sum payment at the time of contract' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)

・ No interest as it's a lump-sum payment: 65.3%

・ Seems to reduce the burden of vehicle inspections and taxes: 37.6%

・ Because the amount of money needed upfront seems less than buying a new car with cash: 32.7%

・ Because it seems easy to switch to a new car every 3 years: 32.7%

・ Because it allows for a feeling close to ownership: 21.8%

・ Because the total payment is satisfactory: 9.9%

・ Because it seems to reduce unexpected expenses: 7.9%

・ Other: 1.0%

・ Don't know / Cannot answer: 0.0%

▶︎ Analysis | Comparing Q10 and Q11, it is clear that both those who continue with lump-sum cash purchases and those who choose the 3-year contract model prioritize cost rationality, "not wanting to pay unnecessary costs." This data supports the ease with which cash buyers can transition to the 3-year contract model.

Those Favoring Down Payment + Monthly Payments are the Segment Wanting to "Start with Lower Initial Costs and Drive a New Car"

When asked, "Q12. For those who answered 'Using a plan with a partial down payment and monthly payments for the remainder' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)" (n=79), "Seems to allow driving a new car while keeping initial costs down" was the top response at 55.7%. This indicates that it serves as an option for those who prioritize financial efficiency while wanting to keep a significant amount of cash on hand.

Q12. For those who answered 'Using a plan with a partial down payment and monthly payments for the remainder' in Q9. Please tell us the reason why you would consider that option most. (Multiple answers)

・ Seems to allow driving a new car while keeping initial costs down: 55.7%

・ Seems to make monthly household budget management easier: 46.8%

・ Seems to reduce the burden of vehicle inspections and taxes: 30.4%

・ Because it seems easy to switch to a new car every 3 years: 26.6%

・ Because it seems to reduce unexpected expenses: 20.3%

・ Seems to allow keeping a lump sum of cash on hand: 19.0%

・ Because the total payment is satisfactory: 6.3%

・ Other: 0.0%

・ Don't know / Cannot answer: 0.0%

Summary

This survey was conducted among 550 men and women aged 20-69 nationwide who have experience purchasing a new car with a lump-sum cash payment and subsequently selling or trading it in, to understand the car purchase and replacement behavior of cash buyers.

The survey revealed a contradiction: cash buyers have a strong cost consciousness of "not wanting to lose money," yet they are driven to other costs like vehicle inspections, taxes, and repairs after long-term ownership. The biggest reason for buying a car with cash is "not wanting to pay interest/fees," with only 13.3% citing a desire to "own" the car. In essence, the core of cash buyers is cost rationality, not a desire for ownership. It was also revealed that if the conditions that directly address this rationality are met - "lower total payment, maintenance included, lump-sum payment with new car every 3 years" - over half of cash buyers show interest. The survey results highlight the hidden needs of cash buyers, which cannot be captured by the traditional dichotomy of "purchase vs. lease."

New Service "1Cars" - Lump-Sum Cash x Car Lease

The three true feelings of cash customers revealed by this survey - 1 strong focus on total cost, 2 burden of maintenance costs and effort, 3 a preference for shorter cycles in reality - directly correspond to the design philosophy of "1Cars," which features lump-sum payment at contract, all-inclusive maintenance, and replacement every 3 years.

Joycal Japan Co., Ltd., which supports people and regions in their next steps, launched "1Cars," a new service that allows lump-sum cash and card payments for all models of its 3-year car lease "NORIDOKI," on February 4, 2026 (Wednesday). This offers a new car lifestyle option for cash buyers who value the concept of "wanting to buy with cash" while also aiming to reduce the total payment and manage household finances easily.

For more details, click here: https://joycal.jp/1cars/

About Joycal Japan Co., Ltd.

Joycal Japan Co., Ltd. is an automotive service company that operates a nationwide franchise (alliance chain) of approximately 550 car leasing and new/used car sales locations. It offers a variety of services in cooperation with nationwide maintenance shops and affiliated stores, including the car lease "Seven Max," the lump-sum new car lease "1Cars," and the 3-year new car replacement service "NORIDOKI." The group's annual sales reach approximately 13 billion yen, with a goal of 50 billion yen in sales (JOYCAL500) and ongoing global expansion into the Philippines and Indonesia.

Company Name: Joycal Japan Co., Ltd.

Representative: Yukio Hayakawa, President and CEO

Location: Hibiya Park Front 18F, 2-1-6 Uchisaiwai-cho, Chiyoda-ku, Tokyo

URL: [Corporate Site] https://joycal.co.jp/

[Service Site] https://joycal.jp/

◾️ Social Media

▼ Yukkie | 59-year-old Positive President with 13 Billion Yen in Annual Sales | X | https://x.com/joycalceo

▼ Yukkie | Positive President with 13 Billion Yen in Annual Sales | Instagram | https://www.instagram.com/joycalceo?igsh=MXc3dW8zbXJ3Z2ZnYw%3D%3D

▼ Yukkie | Positive President with 13 Billion Yen in Annual Sales | YouTube | https://www.youtube.com/@joycalceo

▼ Yukkie | 59-year-old Positive President with 13 Billion Yen in Annual Sales | TikTok | https://www.tiktok.com/@joycalceo?lang=ja-JP

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果
  • Organizations: IDEATECH