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Turo Car Rental Business Model: How Turo Works

turo car rental business model

Turo is a prominent player in the car-sharing industry, offering a unique business model for renting vehicles conveniently through smartphones. Let’s explore how the Turo car rental business model works, how it generates revenue, and how you can start your own P2P car-sharing business. in 2024.

What is the Turo car rental business?

Turo is a revolutionary car rental network that uses a P2P concept. Unlike traditional automobile rental companies with massive fleets of vehicles and it’s very difficult to handle all vehicles without any fleet management software, Turo lets private car owners rent out their vehicles. This new technique provides a more personalized and flexible automobile rental experience, which benefits both car owners and renters. Car owners can post their vehicles on Turo’s website or app, establish rental fees, and make money when hiring them.

On the other hand, renters have access to a wide range of automobiles, from ordinary cars to luxury models, typically at lower prices than traditional car rental businesses.

The Success Story of Turo Car Rental Business

The Turo car rental business journey started in 2010 when it was established as RelayRides. The concept was simple yet revolutionary: let car owners monetize their idle vehicles while providing renters with a more adaptable and cost-effective alternative to standard car rentals. Turo has evolved and expanded its offerings throughout the years, eventually rebranding from RelayRides to Turo in 2015.

Turo now runs in several countries, including the United States, Canada, and the United Kingdom, and it has millions of users. The company’s success can be attributed to its ability to use the sharing economy, delivering value to both car owners and renters. Turo’s growth has been powered by major venture capital investments, which have allowed it to constantly improve its platform and increase its market reach.

Company Profiles and Funding

Turo has secured major funding from some venture capital firms and investors. The funds have been important for Turo’s growth and expansion. Key facts regarding Turo include:

Founded: 2010.
Headquarters: San Francisco, California.
Employees: Over 200.
Number of users: millions globally.
Countries of operation: several, including the US, Canada, and the United Kingdom.
Total funding: more than $500 million.

A. How Turo Works: The Car Rental Business Model

Turo car rental business model depends on the peer-to-peer car-sharing idea. Here’s a step-by-step look at how Turo operates:

Listing a Vehicle

Car owners register on Turo’s platform, list their vehicles, specify availability, and establish rental rates.


Renters search for automobiles depending on location, date, and car type. They can browse classifieds, read reviews, and select a vehicle that meets their needs.


Turo validates tenants’ identities and driver eligibility to assure their safety and security.

Pickup and Return

Renters collect the vehicle from the owner or a planned place. After the rental period, they return the vehicle in the same condition.


Turo handles all accounting operations, ensuring that car owners are paid quickly and renters are charged fairly.

B. Unique Selling Point (USP) of Turo

Turo’s value proposition is complex, offering to both car owners and renters:

For Car Owners

Turo allows car owners to make idle revenue by renting out their unused vehicles. The platform is adaptable in terms of cost, availability, and vehicle utilization.

For Renters

Turo car rental business provides a wide range of vehicles, generally at lower prices than standard car rental businesses. Renters benefit from the ease of reserving through an app or website, as well as the chance to locate vehicles that are unique or specific to their needs.

C. Customer Relationship Strategy for Turo

Turo places great importance on developing and maintaining customer relationships. The platform is intended to be user-friendly and transparent, providing an enjoyable experience for both automobile owners and renters. Turo’s customer relationship strategy focuses on the following key elements:

User-Friendly Platform

Turo’s app and website are simple to use, allowing users to list, search, and book automobiles.

Customer Support

Turo provides excellent customer care, including 24-hour assistance for urgent concerns. The support team is dedicated to resolving issues swiftly and effectively.

Trust and safety

Turo performs a thorough verification process for both car owners and rentals to guarantee that all parties are reliable. The platform also incorporates a rating and review system to help maintain high levels of service.

Insurance coverage

Turo offers deep insurance options to both car owners and renters, ensuring peace of mind and protection during the rental duration.

D. Revenue Channels for Turo

Turo has developed various revenue streams to support its business model. This includes:

Service fees

Turo charges service fees to both car owners and renters for using its platform. These fees fund operational expenses and platform upkeep.

Insurance commissions

Turo makes commissions for selling rental insurance. This ensures that both parties are covered in the event of an accident or damage.

Young Driver’s Fees

Renters under a specific age may face increased fees to reflect the higher risk associated with younger drivers.

Additional fees

Turo provides additional services, including delivery, car cleaning, and more. These extra costs provide ease for renters and more revenue for automobile owners.

Turo Go

Turo Go is a subscription-based service that provides remote access to vehicles. Car owners can install a gadget that allows renters to unlock and start the car using the Turo app, thereby improving the rental experience.

Cancellation Fees

Last-minute cancellations may disrupt schedules and plans. Turo imposes cancellation costs to discourage such behavior and return impacted parties.

E. Competitors in the Carsharing Economy

Turo car rental business plays in a competitive market, up against both peer-to-peer car-sharing systems and traditional car rental firms. Competitors include:

  • Getaround is another peer-to-peer automobile-sharing service available across several major cities.
  • Zipcar is a standard car-sharing business that provides hourly and daily rentals.
  • Enterprise is a large, traditional automobile rental corporation with a global reach.
  • Hertz is another big player in the traditional automobile rental industry.

Despite the competition, Turo’s innovative business strategy and wide service offerings set it apart in the car rental industry.

F. What makes Turo successful?

Turo car rental business success can be due to several elements, including:

Flexible Business Model

Turo’s peer-to-peer idea lets car owners determine their rental terms and prices, giving them greater flexibility and control.

Insurance coverage

Complete insurance solutions maintain both car owners and renters during their rental periods.

User-friendly Technology

Turo’s app and website are meant to be simple and easy to use, improving the overall user experience.

Extended Service Area

Turo operates in various countries, ensuring a broad reach and accessibility.

Multi-Vehicle Selection Option

Renters can select from a diverse choice of automobiles, from economy cars to luxury models, to meet their specific preferences and needs.

Customer Support

Turo provides extensive customer service, ensuring that users receive assistance when needed.

Secure Environment

Turo’s verification and rating systems provide a secure environment for both car owners and renters.

Want to establish a P2P car-sharing platform like Turo?

If you’re inspired by the Turo car rental business success can be due to several elements, including success, and want to develop a similar platform, you have to first understand the automobile rental business strategy. Key considerations include:

  • Develop a User-Friendly App: The platform should be simple to use for both car owners and renters.
  • Ensure Complete Insurance Coverage: Offering insurance alternatives is important for protecting both parties.
  • Provide Strong Customer Support: A committed support team is essential for resolving difficulties and keeping users satisfied.
  • Develop a Secure Environment: Using a thorough verification procedure and a grading system promotes confidence and safety.
  • Provide Diverse Vehicle Options: A wide range of automobiles attracts more renters and meets a variety of needs.
  • Expand Service Areas: Operating in multiple regions expands accessibility and market reach.

Final words

Turo has changed the vehicle rental market with its P2P concept, which connects car owners and renters via a user-friendly website. Its success is due to a flexible company model, full insurance coverage, and high-quality client service. By focusing on these features, you can establish a competitive car-sharing platform that offers a wide range of user needs.

Turo’s story highlights the importance of new ideas and responding to market demands. Whether you’re an entrepreneur new to the vehicle-sharing sector or a customer looking for better rental options, Turo’s business model provides important insights into the future of car rentals.

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