Kings Road Co., Ltd. (Head Office: Komaki City, Aichi Prefecture, Representative: Kazuyoshi Goto), which operates the Rover Mini specialty store "Kings Road Nagoya," conducted a survey on the "Value of Car Ownership in Urban Areas" targeting car owners residing in Tokyo (men and women in their 20s to 50s). The survey revealed the reasons why car owners in Tokyo continue to own their cars, their awareness of cars as a means of self-expression, and their future ownership intentions. Background In recent years, with the spread of car sharing, improvements in public transportation, and rising maintenance costs for private cars, the rational idea of "using cars without owning them" is becoming more prevalent in urban areas. On the other hand, there are people who continue to own cars even in high-cost environments, and it is thought that for them, cars have value beyond mere transportation, serving as a means of self-expression and a cherished possession. However, the reality of how much emotional value owners actually feel towards their cars and their intentions regarding ownership in the face of the spread of alternative services has not been clear. Therefore, Kings Road Co., Ltd., which operates Rover Mini specialty stores, conducted the "Survey on the Value of Car Ownership in Urban Areas" targeting car owners residing in Tokyo. Survey Summary - The main purposes for car ownership among Tokyo residents are "for daily shopping" and "for driving and leisure." - The biggest reason for continuing to own their current car, despite paying high maintenance costs in Tokyo, is "because of the high convenience as a means of transportation," followed by "for the convenience and safety of family." - Over 60% of car owners in Tokyo responded that the element of self-expression is "included" in the value of owning a car. - Among those who own a car in Tokyo and feel that self-expression is part of its value, the most common way of expressing themselves is by "being particular abou