Consecutive 4-Year National No.1 Award: How 'Niconori Car Subscription' Wins in the Competitive Online Market Despite Rising Prices

Niconori Car Subscription (hereinafter 'Niconori'), operated by MIC Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture; CEO: Nobuo Masuda), was awarded first place in the 260,000-population urban area category and the online sales division (V Group) at the '2026 KOALA CLUB National Convention,' hosted by Orix Auto Lease Co., Ltd., on May 13, 2026.

This award signifies the highest overall sales performance among 1,238 affiliated stores nationwide (as of April 2026), including both physical and online sales channels, marking Niconori’s fourth consecutive year as the top performer in car lease contract volume within this network.

▲ Stage appearance at the award ceremony (Hamada, Deputy Head of Online Vehicle Sales Department, receiving the award on behalf of the company)

▲ Group photo of award-winning companies (Hamada, Deputy Head of Online Vehicle Sales Department, receiving the award on behalf of the company)

Company Initiatives and Background of the Award in the Online Market

In recent years, rising vehicle prices and increased maintenance costs have led to growing interest in car subscription services, which allow customers to drive new cars with zero down payment and fixed monthly fees.

However, many customers remain hesitant about high-value online contracts, citing concerns such as 'the process seems complicated,' 'uncertainty about after-sales support,' or 'lack of understanding about lease-specific terms like mileage limits.'

In the fiercely competitive online sales market, where nationwide online dealers compete intensely, Niconori has maintained customer support for four consecutive years by successfully combining the convenience of completing everything online with a meticulous support system that alleviates the unique anxieties of online transactions.

For more details about Niconori, visit:

https://www.niconori.jp/

Three Key Strengths Behind Niconori’s Continued No.1 Ranking

1. Unique Data and Procurement Power for Competitive Pricing

Leveraging years of sales data and proprietary pricing optimization expertise, combined with a robust network of partnerships with over 150 dealers nationwide, Niconori ensures efficient vehicle procurement and offers attractive special pricing.

2. 365-Day Support via Phone and LINE

To eliminate concerns about online contracts, Niconori operates a dedicated customer center available year-round. Customers can consult anytime about any matter. At the vehicle selection stage, knowledgeable sales advisors conduct personalized consultations via phone or LINE, thoroughly explaining not only the benefits of leasing but also mileage guidelines and contract注意事项, and recommending plans best suited to individual lifestyles.

3. Nationwide Coverage Across All 47 Prefectures: New Cars Delivered to Your Doorstep

No need to worry about nearby store availability. The entire process—from application to contract—is completed via email or mail, allowing customers to receive their desired new car at home.

For more details about Niconori, visit:

https://www.niconori.jp/

Comment from Mr. Hamada, Deputy Head of Online Vehicle Sales Department, MIC Co., Ltd.

'We are deeply honored to receive this prestigious award for the fourth consecutive year. In online automotive sales, where we cannot see customers face-to-face, 'peace of mind' and 'trust' are essential. We will continue striving to improve our customer-centric services without becoming complacent.'

▲ Ceremony for award presentation held later at the company’s president’s office (From left: Mr. Koizumi, President & CEO of Orix Auto Lease Co., Ltd.; Mr. Masuda, President & CEO of MIC Co., Ltd.; Mr. Hamada, Deputy Head of Online Vehicle Sales Department; Mr. Hamamoto, Managing Executive Officer of TB Division)

About 'Niconori'

Niconori is a car leasing (car subscription) service that allows customers to drive new or used cars from ¥5,500 per month. With fixed monthly fees that include vehicle inspections, taxes, and maintenance, it is easy to manage household budgets. Additionally, the 'Take-Home Plan' allows customers to keep the vehicle after the contract ends, meeting diverse needs—from first-time car owners to those who wish to retain savings.

Moving forward, we will continue to provide valuable car lifestyles to more customers through Niconori and contribute to the development of next-generation mobility services.

For more details about Niconori, visit:

https://www.niconori.jp/