The Top 4 Most Profitable Car Models for Turo in September 2025

Disclaimer: This content is for informational and educational purposes only and should not be considered financial advice. Always conduct your own research and consult with financial professionals before making investment decisions.

Executive Summary

After independantly researching and analyzing 12,000+ active car listings across the Los Angeles in September 2025, we've identified the top-performing vehicle models that are consistently generating the highest returns for hosts. Our real data reveals luxury and exotic vehicles dominating the high-revenue segment.

Methodology

Our analysis is based on comprehensive data from thousands of active car listings with real performance metrics. We evaluated vehicles based on:

- Median Monthly Revenue: The middle value of monthly earnings across all listings. This is Gross not Net.
- Utilization Rates: Percentage of days vehicles are rented per month. We divide the number of trips by the amount of time a listing is listed, then multiplying the result by 3-4 days to get a percentage.
- Market Volume: Number of active listings to ensure statistical significance
- Performance Score: Our proprietary algorithm weighing revenue, utilization, and market demand

The Top 4 Winners

1. Rolls-Royce Cullinan

Est. Monthly Revenue: $10,269/month | Utilization: 11.7% | Daily Rate: $999

The ultra-luxury Rolls-Royce Cullinan commands the highest revenue in our entire dataset. Despite lower utilization rates due to its exclusive positioning, the Cullinan makes almost $10,269 a month for hosts who can access the ultra-high-end market segment. With only 3 active listings in our database, this represents the pinnacle of luxury car sharing.

💡 Pro Tip: Use our Vehiculator tool to explore luxury vehicle ROI in your market.

2. Lamborghini Urus

Monthly Revenue: $7,732/month | Utilization: 32.4% | Daily Rate: $494

Lamborghini's luxury SUV attracts affluent renters seeking exotic experiences. The Urus makes almost $7,732 a month with its combination of supercar performance and SUV practicality. This exotic SUV appeals to special occasion renters and social media influencers.

3. Mercedes-Benz G-Class

Monthly Revenue: $7,309/month | Utilization: 35.4% | Daily Rate: $353

This iconic luxury SUV appeals to both luxury travelers and social media influencers. The G-Class makes almost $7,309 a month with its unmistakable design and luxury positioning. With 7 active listings, it shows stronger market presence than ultra-exotic options.

4. Land Rover Range Rover

Monthly Revenue: $5,442/month | Utilization: 50.9% | Daily Rate: $335

Range Rover's flagship luxury SUV offers the best combination of high revenue and solid utilization rates among luxury vehicles. The Range Rover makes almost $5,442 a month with strong performance across luxury markets and the highest utilization rate in our top 4.

Market Context

Our analysis of 12,337 total listings reveals important market insights:

- Market Median Revenue: $874/month (Gross)
- Market Median Utilization: 43.8%
- Market Median Daily Rate: $54
- Active Listings with Revenue Data: 10,535

The luxury segment significantly outperforms the broader market, with our top 4 models earning 6-12x the market median revenue.

Key Insights from the Real Data

Ultra-Luxury Dominance

All top 4 performers are luxury or exotic vehicles, with daily rates ranging from $335-$999. This reveals a clear premium market willing to pay significantly higher rates.

Utilization vs. Revenue Trade-off

Interestingly, the highest revenue vehicles have lower utilization rates. The Rolls-Royce Cullinan at 11.7% utilization still generates the highest monthly revenue due to its $999 daily rate.

Brand Power Matters

German luxury brands (Mercedes-Benz) and British luxury (Rolls-Royce, Land Rover) plus Italian exotic (Lamborghini) command the highest revenues.

Investment Strategy Recommendations

For New Investors

Consider that the luxury market requires:
- Higher initial capital investment
- Access to affluent customer segments
- Premium service standards
- Insurance considerations for high-value vehicles

Do not sacrifice your livelihood for the chance of making money off luxury. Unless you think you can afford the operating costs, the cleaning costs, the chance of a crash, speeding, smoking, or any other potential variable--we do NOT recommend buying this kind of vehicle. Luxury renters expect luxury service.

💰 Planning Your Investment? Use our Fantasy Fleet tool to model different vehicle combinations and optimize your portfolio.

For Experienced Hosts

The luxury segment offers the highest revenue potential but requires:
- Significant capital investment ($100K-$400K+ vehicles)
- Specialized marketing to reach luxury travelers
- Higher insurance and maintenance costs
- Perfect condition and detailing standards

Brand Performance Analysis

Based on our 12,337 listing analysis, top-performing brands by median revenue include:
- Mercedes-Benz: $1,145/month median (884 listings)
- BMW: $1,109/month median (775 listings)
- Tesla: $986/month median (1,112 listings)
- Audi: $995/month median (265 listings)

🔍 Research Tip: Check out our Car Search tool to explore specific models within these high-performing brands.

Next Steps for Your Turo Business

1. Research Local Demand: Use our analysis as a starting point, but research your specific market conditions
2. Calculate Your Numbers: Input potential vehicles into our Vehiculator to see projected returns
3. Build Your Portfolio: Consider our Fantasy Fleet builder to optimize your vehicle mix
4. Stay Informed: Check our other market analysis posts for ongoing insights