Turo Sole Peer-to-Peer Marketplace

This says the category has already consolidated, and Turo now has a cleaner path to define peer-to-peer car sharing on its own terms. The model has been hard for rivals because supply is fragile, insurance is messy, and unit economics break if trips are too short or operations get too hardware heavy. Turo survived by shifting to daily rentals, removing required in-car hardware, and building a broader host marketplace that could reach profitability at nearly $958M of 2024 revenue.

• Getaround was Turo’s closest direct peer-to-peer rival, but it wound down U.S. operations in February 2025 and stopped accepting new U.S. rentals after February 11, 2025. That left Turo as the only scaled U.S. marketplace built around ordinary car owners listing cars to renters through an app.
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• Earlier car sharing winners used a different model. Zipcar owned or leased cars, parked them in fixed neighborhood spots, and rented by the hour. Turo and Getaround instead tried to turn privately owned cars into supply. Turo’s key product choice was to make trips longer and onboarding simpler, which made host earnings and marketplace liquidity more workable.
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• The remaining competition is no longer another major peer-to-peer marketplace. Uber shut down Uber Carshare in Australia, then partnered with Turo, and Turo rentals went live inside Uber Rent in May 2025. That means the biggest mobility app chose distribution over operating its own peer-to-peer network.
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From here, the category shifts from survival to maturation. Turo can use its lone scale position to pull in more professional hosts, more off-app demand through partners like Uber, and more trip types beyond vacation rentals, which should make peer-to-peer car sharing look less like a startup experiment and more like a durable alternative to traditional rental counters.