In response, rental companies are expanding their eco-friendly fleets. This is in line with the UAE’s Net Zero 2050 strategy and rising consumer demand for greener mobility.

The industry is closely monitoring this shift and working towards including more environmentally friendly options, recognising that the future of mobility is shared and sustainable.

The role of technology

Today’s renters expect seamless, tech-enabled experiences from mobile booking apps to cars equipped with the latest in-car technology. Car rental companies have an exceptional chance to use cutting-edge technology to offer smooth, quick, and easily accessible rental experiences because customers now value speed and convenience. Businesses can increase customer satisfaction and engagement by simplifying the rental process with contactless transactions, user-friendly apps, and real-time vehicle availability. Adopting creative solutions not only satisfies these demands but also establishes rental brands as progressive and sensitive to modern demands.

A cultural shift, not just a trend

Some may see this as a temporary phase, but all indicators point to a long-term cultural shift in how young people view car ownership. As urban environments become smarter and more connected, mobility-as-a-service (MaaS) models will continue to grow, giving Gen Z more ways to get around without ever owning a car.

Looking ahead, the integration of AI, predictive analytics, and autonomous vehicle technologies could further shift the landscape. Imagine an app-based system where Gen Z consumers not only rent a car but also have it delivered autonomously to their doorstep, with predictive scheduling based on their calendar and behaviour. This isn’t far off — it’s the direction mobility-as-a-service (MaaS) is already heading towards in innovation hubs like Dubai.

In a city like Dubai, where innovation leads the way, Gen Z’s preference for access over ownership is shaping the future of transportation. For car rental companies, this is an exciting opportunity to rethink and reshape mobility solutions that cater to a generation that values freedom, flexibility, and choice.

As we look ahead, the question is no longer whether Gen Z will embrace access over ownership, because they already have. The real question is, how will the industry keep up?

Rahul Singh

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