For equipment suppliers and OEMs, this creates both a challenge and an opportunity. While adoption of usage-based models remains uneven, the barriers identified highlight where greater clarity, flexibility and support are needed. Those able to simplify propositions, address perceived cost concerns and support customers across the full lifecycle will be better positioned to capture emerging demand as the market evolves.
2026.06.08
The usage landscape: what the data suggests – and what it means for OEMs and their distribution partners
In our previous articles, we explored how capital tie-up and lifecycle management are constraining growth and adding complexity to equipment strategies across Europe. Together, these pressures raise an important question: as ownership becomes more complex, how are businesses approaching alternative models?
Across Europe, the Outlook shows that organisations are adopting usage-based models for part of their equipment. 45% of businesses already access at least a quarter of their equipment through these models. At the same time, the findings suggest a more nuanced picture. Adoption does not appear to be progressing uniformly, and in many cases, remains constrained by a range of factors. Among the most frequently cited barriers preventing greater use are:
- a preference for ownership
- lack of supplier options
- perceived higher cost over time
- lack of internal understanding of how these models work
- uncertainty around end-of-contract processes
- accounting or reporting complexity
- procurement policy
Taken together, these factors create friction in wider adoption of usage-based models and help explain why uptake remains uneven.
What this signals for OEMs and equipment suppliers
Leaders recognise the value of usage-based models
Despite these barriers, the report shows that business leaders clearly recognise the potential of usage-based models:
- 58% say that greater access to equipment would improve their agility.
- 50% believe traditional CAPEX models expose them to unnecessary financial risk.
- 49% say more flexible access would help them respond to sudden shifts in demand
The findings also suggest that some organisations associate usage-based models with:
- improved access to newer technologies
- reduced exposure to obsolescence
- greater flexibility in uncertain environments
This points to a broader perception of usage-based models not only as financing alternatives, but as tools that support flexibility and their responsiveness in changing market conditions.
What this signals for OEMs and equipment suppliers
Beyond financing, customers are increasingly looking for solutions that improve access, reduce risk and support greater responsiveness. Those able to translate these expectations into flexible, lifecycle-oriented offers will be better placed as demand continues to evolve.
Ownership still matters but expectations are evolving
Despite the presence of usage-based models, ownership remains a central component of equipment strategies. In many sectors, it continues to provide:
- control
- predictability
- long-term stability
At the same time, the data suggests its role is increasingly assessed in context. Rather than a binary choice, businesses are evaluating ownership alongside other options, depending on asset type, lifecycle and strategic priorities.
What this signals for OEMs and equipment suppliers
Customers are not moving from one model to another, they are combining approaches. This requires a more flexible commercial mindset with solutions that adapt to asset type, customer context and strategic priorities. Those able to support a mix of ownership and alternative models will be better positioned to meet evolving customer needs.
Conclusion: a more complex landscape of ownership and usage
The Outlook findings do not point to a simple shift towards usage-based models. Instead, they highlight a more complex landscape. Usage-based models are present within the data, and their potential benefits are recognised by business leaders. At the same time, adoption remains shaped by a range of practical, structural and ecosystem factors. Overall, the picture is less one of transition and more one of reassessment – where different approaches are considered alongside one another, depending on context.
Frequently asked questions
What is a usage-based model?
Usage-based models refer to approaches where businesses prioritise access, flexibility or outcomes over ownership.
These can include leasing (without an ownership option), rental or subscription-based structures.
Why do businesses consider usage-based models?
The report suggests that some organisations associate these models with greater flexibility, improved access to newer technology and reduced exposure to obsolescence.
What are the barriers to wider adoption of usage-based models?
Key barriers include cultural preference for ownership, limited availability of supplier offers, perceived higher cost over time, and lack of internal understanding of how these models operate.
Are businesses moving away from ownership?
The findings in the Outlook do not indicate a shift away from ownership. Instead, businesses appear to assess ownership alongside other approaches, depending on asset type, lifecycle and strategic priorities.
Do usage-based models replace traditional CAPEX models?
The report does not suggest a replacement of CAPEX models. Rather, different approaches appear to coexist, with businesses combining models based on their specific needs and constraints.
Get the full report
Get practical, data‑driven insights into how European businesses are rethinking equipment strategy. Based on research with over 1,000 business leaders across six key sectors, the European Business Equipment Outlook 2026 highlights the trends, challenges and priorities shaping equipment strategy today, and what they mean for businesses looking to stay competitive.