Car subscriptions are not just for large companies: one in two MyBee customers is a private individual or small business

In Lithuania, car subscriptions are still often associated with the needs of businesses that manage large vehicle fleets. However, MyBee’s customer structure shows that this mobility model is also relevant to private individuals, small businesses and self-employed people. This year, one in two new customers using the company’s car subscription service is a private individual or a small business.

According to MyBee data, private individuals accounted for 40% of contracts signed in Lithuania in 2026. Small partnerships and individual enterprises accounted for 12% of customers, while other companies accounted for 48%.

“Car subscriptions are no longer a solution only for larger companies. We see that they are increasingly being chosen by private customers, smaller businesses and self-employed people. Customers tell us that it is particularly important for them to meet their need for a car flexibly and avoid risky long-term commitments. The way people view cars is also changing – a car is increasingly seen as a practical means of meeting everyday needs rather than as an asset. Buying a car is still a long-term financial commitment that can become an additional financial burden and create stress,” says Jonas Vainius Raulynaitis, Head of Sales at MyBee. 

Similar trends can also be seen in the global market. According to market research company IMARC Group, the global car subscription market reached USD 6.3 billion in 2025 and continues to grow. Although business customers accounted for the largest share of the market (62%), the share of private customers was also significant at 38%. The private customer segment is also expected to grow the fastest in the future. According to the company, Europe is currently the world’s largest car subscription market, accounting for nearly 42% of the global market last year.

Consulting firm Roland Berger is also seeing growing demand for more flexible car use models in Europe. It estimates that the flexible car use market in six major European markets will grow by an average of around 8% per year until 2030, while the car subscription segment is expected to grow by around 25% annually.

Looking for a second car without taking on new commitments

According to J. V. Raulynaitis, one of the most common situations in which a car subscription becomes relevant to private customers is a change in family circumstances: a second car is needed, but because of existing long-term financial commitments, people do not want to take on new ones and would prefer greater flexibility.

“When a family moves outside the city or grows, and children start attending extracurricular activities and school, one car is often no longer enough. Buying a new car, however, can take time and cause significant additional stress. Many families need another car here and now, but not every family wants to take on another large, long-term financial commitment, especially when they are already paying a mortgage or lease payments on their first car. In these situations, flexibility becomes very important – people can choose a car based on what they need now instead of planning their lives and car-related commitments five or seven years ahead,” says the MyBee representative.

The car subscription model also helps avoid a significant share of the concerns and unexpected costs associated with running a car. Depending on the plan selected, the monthly fee includes the main costs of using the vehicle: maintenance, insurance, repairs, seasonal tyre changes and tyre storage.

A solution for smaller businesses

When starting a business or becoming self-employed, taking on major financial commitments is not always easy. A shorter operating history or unstable turnover can also make it much more difficult to obtain favourable leasing terms and, in some cases, to obtain leasing at all. For this reason, smaller businesses are increasingly choosing car subscriptions as an alternative to leasing.

“For many small businesses and self-employed people, a car is important or even essential for day-to-day work, while their options for purchasing or financing one may be limited. It is also important for the terms to be flexible, as business volumes and working capital needs can change quickly. The subscription model makes it possible to address transport needs according to the specific situation rather than committing to a very long period in advance,” adds J. V. Raulynaitis.