Miami Couple Grows Turo Fleet to 63 Cars, Earning $500,000 in 2025
Updated
Updated · Business Insider · Jun 21
Miami Couple Grows Turo Fleet to 63 Cars, Earning $500,000 in 2025
3 articles · Updated · Business Insider · Jun 21
Summary
63 cars now make up Gerardo Aletti and Sofia Escarra’s Miami Turo business, which the couple said generated $500,000 in 2025 after starting with one Infiniti in 2020.
15 cars by 2023 and full-time income by 2024 marked the turning point, as they reinvested earnings, added sedans and SUVs, and expanded around Miami and Fort Lauderdale airports.
30% of their customers come from Latin America, and the Venezuelan immigrants said Spanish-language service helped them win bookings for everything from airport pickups to local recommendations.
2026 FIFA World Cup matches in Miami have lifted demand in recent weeks, while Turo’s addition of Spanish in its app earlier this year made it easier for travelers to find their listings.
The operation is now family-run, with their son, daughter and niece handling tasks from expenses and car buying to marketing, customer service and fleet logistics.