Gerardo Aletti and Sofia Escarra, a Venezuelan immigrant couple based in Miami, transformed a single-car rental side hustle into a full-time, family-run business with 63 vehicles. The couple began in 2020 by renting out a Nissan Infiniti on Turo, a car-sharing app, as an experiment. If it failed, they planned to sell the car. Instead, the venture grew into a six-figure enterprise, earning them $500,000 in 2025. Today, their fleet operates exclusively on Turo, with family members, including their son, daughter, and niece, managing the business.
A Family Business Built on Experience and Language Skills
The couple’s success stems from their background in transportation and fluency in Spanish, which helps them cater to Latin American travelers, who make up 30% of their clientele. Aletti’s prior work in transportation and mechanics, combined with their ability to assist Spanish-speaking renters, has been instrumental in scaling the business. The 2026 FIFA World Cup, with seven matches in Miami, has further boosted demand, as has Turo’s recent addition of Spanish language support in its app.
Expanding the Fleet and Workforce
The business now employs multiple family members, with their son, Fabrizio Aletti, initially surprised but now enthusiastic about the family collaboration. The couple emphasizes the personal satisfaction of interacting with guests and the unexpected growth of their venture. Their story reflects a broader trend of side hustles evolving into full-time careers, particularly in the gig economy.