RelayRides started as a crowdsourced long-term alternative to Zipcar (think: the Airbnb of cars). The name confused customers, and the unwieldy compound did not travel well among non-English speakers. The client needed a more approachable name that would distinguish it from the short-term ridesharing juggernauts Uber and Lyft.
The name Turo leverages classic automotive associations and is built to travel the world — literally and linguistically. The structure of the word, consonant–vowel–consonant–vowel, is the most fundamental structure of words in all languages.
The automotive category is inherently aspirational: cars are an expression of personal identity. We aim to match this personality to what consumers expect and desire from their driving experience. In this way, the automotive names we develop unlock new ways of thinking about who you can be and what you can accomplish when you get behind the wheel.
A Few Automotive Brands We've Named: