What Is Turo and Why Is Everyone Talking About It?
When people think about renting a car in 2025, they don’t just picture a line of silver sedans at the airport anymore. Turo has completely reshaped that mental image. If you’re not familiar, Turo is a peer-to-peer car sharing platform that works kind of like Airbnb — but for cars. Instead of dealing with a traditional rental agency, you rent a vehicle directly from its owner.
The appeal is obvious. You open the app, browse by location, and see not just makes and models, but individual cars — with names, descriptions, and reviews from real people. You can choose a bright red Tesla Model 3 for a weekend escape or a rugged Jeep Wrangler for an off-road adventure. There are convertibles in Miami, pickups in Denver, and even classic cars in Los Angeles. You don’t have to settle for a generic rental anymore.
Since its launch, Turo has grown rapidly. It now operates in over 16,000 cities across the U.S., Canada, the U.K., France, and Australia. Its network includes hundreds of thousands of cars, and over three million users have taken a ride. It’s not just trendy anymore — it’s mainstream.
Key indicators for Turo (2020–2024)
Since its launch, Turo has seen rapid growth. To give you a better sense of just how far the platform has come, here’s a look at its performance over the past five years:
| Year | Revenue (M USD) | Trips (M) | Active Users (M) | Cars Listed | Global Markets | Notable Highlights |
|---|---|---|---|---|---|---|
| 2020 | 469 | 13.5 | 2.5 | 250,000 | US, Canada, UK | Growth during pandemic |
| 2021 | 747 | 16.8 | 3.0 | 300,000 | + France, Australia | Expanded globally |
| 2022 | 880 | 19.1 | 3.2 | 340,000 | Strengthened key markets | 18% revenue growth |
| 2023 | 958 | 21.5 | 3.5 | 360,000 | Europe expansion | 9% YoY growth |
| 2024 | ~1,050 (est.) | ~24.0 (est.) | ~3.8 (est.) | ~380,000 | Active in 16,000+ cities | Uber partnership launched |
My First Ride — Booking, Hosts, and What Stood Out
My first experience with Turo was in Austin, Texas. I had flown in for a wedding and didn’t want to pay top-dollar for a last-minute rental. A friend recommended Turo. I downloaded the app, entered my dates, and within minutes I was choosing between over fifty different cars within ten miles of the airport.
I ended up picking a dark blue Honda CR-V owned by someone named Marcus. His profile had great reviews and clear pickup instructions. The app guided me through booking, insurance, and messaging — all smoother than I expected. Marcus even offered to deliver the car to my Airbnb for a small fee.
When the day arrived, the car was there, clean, fully fueled, and ready to go. No waiting at a rental counter. No upselling. No mystery “vehicle class” roulette. I was behind the wheel in five minutes. And when I returned it, I just dropped the keys in the glove box, locked it, and sent a quick message. Done.
Behind the Wheel — Driving Someone Else’s Car
Driving a car from Turo isn’t just about getting from A to B. There’s a subtle psychological shift. You know this car belongs to someone. It’s not a fleet vehicle. That makes you more aware, maybe a little more respectful. But you also feel connected. It’s personal in a way corporate rentals never are.
On that Austin trip, we drove out into Hill Country — winding roads, little taco stands by the roadside, stretches of silence under wide Texas skies. The CR-V was solid, comfortable, and well-maintained. And every now and then I’d think, “This is Marcus’s car. He picked this Spotify playlist setting. His kid’s toy is still in the side pocket.”
Later that year, I used Turo again in San Diego and picked a Mustang convertible. That trip felt entirely different — top down on Highway 101, ocean breeze, sunglasses, beach towns. Same platform, but a totally different experience. That’s part of the magic — you can match the car to your mood or your trip.
The Real Costs — What You Pay (and What You Might Not Expect)
On the surface, Turo often appears cheaper than traditional rental services. And sometimes it is. But the price you see isn’t always the price you pay. There’s the trip fee (which varies), cleaning fees (some hosts charge, some don’t), delivery fees, and insurance — which can add up.
Turo offers several insurance options, from basic liability to full protection. You can bring your own insurance in some cases, but not always. For a recent trip in Phoenix, I rented a Toyota 4Runner for $78/day. After taxes, fees, and a mid-tier protection plan, it totaled just over $110/day. Still cheaper than Enterprise’s $140/day SUV rate, but not by as much as I first thought.
One tricky part: mileage limits. Many Turo rentals come with daily caps — usually 200–300 miles. Go over that, and you’ll pay per mile. That’s not a deal-breaker, but it’s worth checking if you’re planning a long road trip.
The Host Factor — The Good, the Weird, and the Unexpected
Turo lives and dies by its hosts. Most are fantastic — communicative, professional, and even thoughtful. I’ve had hosts leave snacks in the cup holder, handwritten notes, or include beach towels for free. You can tell some people take pride in offering a good experience.
But it’s a mixed bag. One time in Denver, my host showed up 45 minutes late and forgot the garage clicker. Another host in Miami canceled the trip two hours before pickup. Both were refunded, but it’s still frustrating — especially when you’re traveling with kids or on a tight schedule.
That said, Turo has worked hard to improve accountability. Hosts are rated after every trip, and frequent cancellations are penalized. I’ve learned to stick with “All-Star Hosts” — folks with consistent five-star reviews and lots of trips under their belt. They tend to treat it like a real business.
When Turo Shines — And When It Doesn’t
Turo is at its best when you want a unique vehicle or a personal touch — a Porsche for a birthday weekend, a Tesla for a test drive, or a roomy minivan delivered to your driveway for a family road trip. It’s also ideal if you’re in a city with solid host coverage. San Francisco, Los Angeles, and Atlanta have deep inventory. Smaller towns? Not so much.
But when you’re flying into an airport at 6am with three suitcases and two toddlers? Sometimes a traditional rental counter is just… easier. You don’t want to chase down a pickup point in a parking lot or deal with a host who overslept. And if something goes wrong — flat tire, dead battery, no-show — you’re relying on one person, not a 24/7 call center.
Would I Use Turo Again?
Yes. And I have, multiple times. Turo isn’t perfect, but it’s refreshingly human. There’s something about stepping into someone else’s car, reading their story, and making it part of yours — even if just for a weekend.
It’s not for every situation, and it requires a bit more attention than a rental kiosk. But when it works, it feels like a smarter, more flexible, and more personal way to travel. You’re not just renting a car — you’re borrowing someone’s ride, their vibe, and sometimes their Spotify playlist. And honestly, that’s kind of beautiful.
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