The mom-mobile is a myth
for the company’s Lady Boss campaign. The female-targeted marketing effort deconstructs outdated concepts of women as drivers and highlights strong women ascending in male-dominated industries, particularly NASCAR race driver Julia Landauer.
Fortunate for Turo, moms as a demographic are more complex than stereotypes, too. Seventy-one percent don’t think mini-vans match their personality and 59% of all women prefer sporty cars. This is where Turo as a service comes in, allowing moms to ditch the family vehicle and roll a Mini Cooper for the day when they’re feeling sporty. While they’re out driving something different, they can earn on their vans and SUVs by making them available to someone who has some group driving to do.
In a phone interview, Turo marketing chief Andrew Mok said the company hears from its clientele that it also allows people to make a financial commitment to buy something that is not their daily driver, to act as a host during the week to allow others to offset the cost of their fun weekend car. “For example, if you are a mom and you wanted to get a Porsche on the side for the weekend trips, without Turo, you wouldn’t make that investment,” Mok said.
To allow new potential hosts to crunch the numbers on how much they might earn on their cars, Turo has a
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