Exotic car experiences rarely come cheap, especially when the keys belong to a Lamborghini or Ferrari. This weekend, however, Turo is giving automotive enthusiasts a chance to get behind the wheel of select Italian machines for less than the price of a fast-food meal.
The peer-to-peer car rental platform has launched a limited-time promotion called “Turo Takes Italy to the Game,” offering a collection of Italian vehicles for just $23 per day before taxes and fees. The campaign coincides with the 2026 FIFA World Cup and celebrates Italian automotive culture, despite Italy not qualifying for this year’s tournament.
The offer is available on a first-come, first-served basis and includes a diverse lineup of 11 Italian vehicles spread across major host cities in the United States and Canada. From supercars to compact city cars, the promotion highlights some of Italy’s most recognizable automotive exports.
For lucky renters who secure a reservation before availability disappears, it could be one of the cheapest opportunities ever to experience an Italian exotic.
Eleven Cities, Eleven Italian Cars
Turo’s promotion centers around what it calls “Italy’s Starting XI,” a collection of 11 Italian vehicles located across 11 different cities. Each market receives a single featured vehicle available at the promotional rate.
Participating cities include Atlanta, Boston, Houston, Kansas City, Los Angeles, Miami, Philadelphia, San Francisco, Seattle, Toronto, and Vancouver. Rental periods run from June 19 through June 22, giving customers a narrow window to take advantage of the offer.
The lineup includes everything from classic Italian icons to modern performance machines. Some markets received particularly desirable vehicles, creating an uneven but intriguing selection of automotive personalities.
The variety reflects Italy’s broad influence on car culture, from affordable transportation to some of the most exotic performance cars ever built.
Lamborghinis, Ferraris, And More
Among the headline attractions is a Lamborghini Huracán Evo offered through the Miami market. Unsurprisingly, vehicles of that caliber attracted immediate attention from enthusiasts hoping to secure a bargain rental.
Seattle arguably received one of the most coveted entries in the promotion: a Ferrari 458 Italia. Even years after production ended, the naturally aspirated V8 Ferrari remains one of the most celebrated modern supercars and a favorite among driving enthusiasts.
Not every city received a six-figure exotic, however. Atlanta’s featured vehicle is a Fiat 500L, highlighting the theme of Italian automotive culture rather than focusing exclusively on high-performance machinery.
That mix of vehicles gives the campaign a distinctly Italian flavor, showcasing everything from practical urban transportation to world-famous supercars.
Celebrating Italy Without A World Cup Team
The campaign carries a unique twist given Italy’s absence from the 2026 World Cup. Rather than focusing on football success, Turo chose to celebrate the country’s cultural and automotive contributions through a collection of iconic vehicles.
According to the company, the promotion honors Italy’s influence on design, craftsmanship, and passion for both sports and automobiles. The rental fleet serves as a rolling tribute to a nation that has produced some of the world’s most memorable cars.
To help launch the campaign, Turo even staged a promotional event featuring several Italian vehicles arriving by barge in Seattle. The visual spectacle reinforced the campaign’s playful effort to bring a piece of Italy to tournament host cities.
While Italy may not be competing on the pitch, its automotive heritage remains front and center.
A Deal That Is Unlikely To Last Long
At just $23 per day, the offer represents a fraction of what many of these vehicles normally command. Exotic rentals can often cost hundreds or even thousands of dollars per day, making the promotion particularly attractive for enthusiasts.
Availability is extremely limited because each city only receives a single featured vehicle. Once a reservation is booked, that market’s promotional vehicle is effectively gone for the duration of the campaign.
The low price also explains why some of the most desirable cars disappeared almost immediately after bookings opened. Enthusiasts monitoring the promotion were quick to secure reservations before others could act.
For those fortunate enough to reserve one of the vehicles, the experience may prove to be one of the automotive bargains of the year.
More Than A Marketing Stunt
Promotional campaigns often focus on discounts or giveaways, but Turo’s approach taps directly into automotive enthusiasm. The chance to drive a Ferrari, Lamborghini, or other Italian machine for a nominal daily rate creates an experience that resonates far beyond traditional advertising.
The promotion also highlights the diversity available through peer-to-peer car-sharing platforms. Unlike conventional rental fleets, services such as Turo can offer access to rare, unusual, and enthusiast-focused vehicles that are typically unavailable through mainstream rental companies.
Whether participants are passionate football fans or simply car lovers looking for an unforgettable weekend drive, the campaign successfully combines both worlds. Italy may not have made it to the World Cup, but its automotive icons are still making an appearance in host cities across North America.