E&M

This study examines generational and cross-cultural attitudes toward electric vehicle (EV) rental among young consumers across five major markets. Drawing from a comprehensive survey of 6,605 Gen Z and Millennial respondents in France, Germany, the United Kingdom, China, and India, our research investigates travel patterns, car rental preferences, and factors influencing EV adoption in the tourism sector. We conclude that to successfully promote EV rentals, companies must shift from risk mitigation strategies to start emphasizing positive experiential aspects that align with the ideal contemporary vacation: hassle-free, comfortable travel. These insights provide valuable guidance for car rental companies seeking to expand sustainable fleet options while addressing generation-specific concerns and motivations.