What started as an experiment with a single car has evolved into a thriving six-figure enterprise for a Miami couple who transformed a side hustle into their family’s full-time livelihood.
Gerardo Aletti and Sofia Escarra told Business Insider they purchased an Infiniti in 2020 with a straightforward idea: rent it out through car-sharing platform Turo and see if it could generate some extra income. If the plan failed, they figured they could simply sell the vehicle and move on.
Instead, the couple’s gamble paid off. Six years later, the Venezuelan immigrants have built a business that operates a fleet of 63 vehicles and has generated around $500,000 in earnings during 2025. The company is now run with the help of their son, daughter and niece, making it a true family affair.
“We enjoy the interaction with customers,” Aletti said, adding that serving travelers has become one of the most rewarding aspects of the business.
Building on Experience and Local Knowledge
Aletti’s background in transportation and mechanics gave the couple a head start when it came to choosing vehicles and maintaining them. His lifelong interest in cars helped the pair understand which models would appeal to customers and how to keep operating costs under control.
Living in Miami also provided another advantage. As native Spanish speakers, Aletti and Escarra were able to cater to travelers arriving from Latin America, who now account for roughly 30% of their customers.
Their bilingual abilities proved useful in everything from explaining airport pickup procedures to offering restaurant recommendations and local advice. Establishing strong relationships with guests helped create repeat business and positive reviews, both essential ingredients for growth on peer-to-peer platforms.
Reinvesting Profits Helped Fuel Rapid Expansion
Rather than spending early profits, the couple continuously reinvested their earnings into purchasing additional vehicles. Their strategy of measured expansion allowed them to increase their fleet while maintaining healthy cash flow steadily.
As the business grew, they added infrastructure to support the operation. By 2023, they had secured office and storage space, and by the following year, the car rental venture had become their primary source of income.
Their son, Fabrizio Aletti, joined the operation despite never imagining he would work alongside his family.
“I had no idea we would grow so much in so few years,” he said. “It’s been a journey for sure.”
Today, responsibilities are divided among family members, with each person handling different aspects of the company, from customer service to vehicle management.
Tourism Boom and Customer Service Drive Success
Miami’s tourism industry has provided a major boost to the business. The influx of visitors linked to the 2026 FIFA World Cup, with several matches being hosted in the city, has resulted in a surge in bookings.
Aletti said recent weeks have brought increased demand from football fans and international travelers. The addition of Spanish language support within Turo’s app has also made it easier for customers from Latin America to discover and book vehicles.
Despite dealing with occasional problem renters and the challenges that come with managing dozens of vehicles, the family remains optimistic about the future.
Aletti believes success on platforms like Turo requires more than simply owning cars. Understanding the market, delivering excellent customer service and scaling strategically are what separate a profitable operation from an expensive hobby.
For the Miami family, a single car experiment has grown into a flourishing business that now supports multiple generations, proving that sometimes a side hustle can become much more than just extra income.