How a Miami family turned car rentals into a growing business
A Humble Beginning in 2020
In 2020, a Miami couple made a simple decision: test the waters of car rentals by listing their first Nissan Infiniti on Turo, a peer-to-peer car-sharing platform. What started as cautious experiment soon became the backbone of their income—growing from a single vehicle to a 63-car fleet today.
But the most surprising twist? The whole family got pulled into the business. Their son, daughter, and niece now play key roles, transforming a side gig into a full-time enterprise that raked in half a million dollars last year.
Why This Family Stands Out
The Aletti family’s success isn’t just about numbers—it’s about who they are. Deep roots in transportation and fluency in Spanish gave them a sharp competitive edge, especially since Spanish-speaking tourists make up nearly a third of their customers.
Miami’s skyrocketing popularity, fueled by hosting FIFA World Cup games in 2026, has only boosted demand. Turo’s recent app upgrade to include Spanish has made it even easier for travelers to book their cars—something the family was already excelling at.
The Power of Starting Small
Risk aversion proved key. After their first car rented out smoothly, they reinvested profits to expand carefully, responding to market demand. Their son, now the operations manager, never expected to build a career alongside his family—yet here he is, part of an unexpected yet rewarding journey that reshaped their lives in just a few years.
How the Family Runs Like a Well-Oiled Machine
Each member has a role:
- Finances & car purchases handled by some.
- Customer service & marketing managed by others.
What’s fascinating? Most bookings come from Turo’s search results—not paid ads. They admit that even if they stopped promoting themselves, they’d still get plenty of interest. That’s the magic of word-of-mouth and platform visibility in today’s digital economy.
The Challenges Behind the Success
No business is without hiccups. The Aletti family has dealt with:
- Mysterious smells in returned cars
- Inconsistent customer behavior
- That one memorable trip involving an elderly pair of renters whose car reeked of marijuana
Yet, they stay positive, trusting Turo can be a lucrative business for those who balance car management and customer relations—because at its core, this is a business built on trust and convenience.
Their Winning Formula
For anyone looking to replicate their success, the Alettis have a simple three-step guide:
- Understand cars – Know your inventory inside out.
- Understand customers – Cater to their needs.
- Treat people right – Build a reputation on reliability and respect.
From a single test rental to a family-run empire, their story proves that passion, adaptability, and a bit of calculated risk can turn a small idea into something extraordinary.
