How a Miami family turned car rentals into a growing business

Back in 2020, a Miami couple bought their first Nissan Infiniti with one simple idea: test the car-rental waters through Turo, a peer-to-peer car-sharing platform. What started as a cautious experiment soon became their main source of income, growing from a single car to a fleet of 63 vehicles today. What’s more surprising is how this venture pulled the whole family into the business. Their son, daughter, and niece now play key roles, turning a car-sharing side gig into a full-time family company that brought in half a million dollars last year. The Aletti family’s success story reflects how some side hustles can change lives. Their deep roots in transportation and fluency in Spanish gave them a competitive edge, especially since Spanish-speaking tourists make up nearly a third of their customers. Miami’s growing appeal, boosted by hosting FIFA World Cup games in 2026, has only increased demand for their services. Even Turo’s recent app upgrade to include Spanish has made it easier for travelers to find and book their cars. Starting small helped reduce risk. After their first car rented out smoothly, they reinvested profits to buy more, expanding carefully based on market demand. Their son, who now manages operations, admits he never expected to build a career working alongside his family. He describes it as an unexpected yet rewarding journey—one that reshaped their lives in just a few years.What’s interesting is how the family divides responsibilities. Some focus on finances and purchasing new cars, while others handle customer service and marketing. Surprisingly, most bookings come from Turo’s search results rather than paid ads. The family admits that even if they stopped promoting themselves, they’d still get plenty of interest. That speaks to the power of word-of-mouth and platform visibility in today’s digital economy. But success hasn’t been without hiccups. Over time, they’ve dealt with everything from mysterious smells in returned cars to inconsistent customer behavior. One memorable incident involved an elderly pair of renters whose car smelled strongly of marijuana. Despite a few rough experiences, the family maintains a positive outlook, believing Turo can be a lucrative business for those who know how to manage both cars and people. Their advice for others? Understand cars, understand customers, and treat people right—simple rules for a business built on trust and convenience. Their story highlights how passion, adaptability, and a bit of risk-taking can turn a small idea into something much bigger.