by Turo
posted on November 25, 2025
Lessons and stories from the “Slay car ownership” campaign
Last month, we announced a more affordable, low-commitment alternative to traditional car ownership. Guests who book trips for a month or more on Turo can avoid the financial and emotional burdens of vehicle financing, maintenance, and depreciation, while still having flexible access to a car to suit their lifestyle.
To highlight the opportunity to avoid car ownership altogether in favor of more flexible alternatives, we launched “Slay car ownership” with Sarah Michelle Gellar. It seems everyone has a car shopping or ownership horror story, so as part of the campaign, we hosted a “10 days of slay” contest asking for people to record videos telling us their stories over the 10 days leading up to Halloween. Ten contest winners with the spookiest, most compelling, and creative videos received three-month trips on Turo, to help them escape the horrors of car ownership and still enjoy access to a car when they need it.
Congratulations to the winners, who shared truly nightmarish tales!
Lessons from car ownership horror stories
The response from the contest was remarkable. Car buying and ownership are clearly all-too-common sources of pain — people from all over the US had frightening and disheartening stories ready to go. We received nearly two thousand video submissions, and many themes emerged that underscored the trouble that Americans have with affordability, the misery of the dealership experience, and the headaches that can come with owning a car.
While these experiences were disappointing to hear, they validated the need for long-term access to cars without the pains and costs of ownership. Dozens upon dozens of contestants even shared how they already use Turo over long periods of time to meet everyday car needs because they don’t have any other options. The freedom and flexibility of having a car is as important as ever, but the usual way of accessing a car is harder than it’s been in a long time — we need a new way.
Unsurprisingly, affordability is a huge barrier
- Many car shoppers get turned away from dealerships because of their credit scores not meeting dealership standards or lack of savings — a demoralizing experience for anyone. Some are forced to fork over hundreds or thousands more more up front, while others get saddled with huge interest rates on their loans which makes financial freedom even less attainable.
- For those who do take on loans, many have trouble keeping up with their significant monthly payments. Many spoke of how the fear of repossession takes a toll on their daily lives — 58 respondents mentioned a repo experience in their videos.
- Many shoppers opt for cheaper models than they had been hoping for after getting discouraged by sticker shock, fees, and interest rates — leading many to opt for a cheaper model than they had been hoping for.
The dealership experience is broken
- New cars are more and more expensive just about every year, and when you add on dealer markups, surprise fees, and upselling tactics, it makes more sense for many to skip the certified lots and look at used cars.
- Car shoppers often get treated poorly by salespeople. Many people, particularly women, feel profiled, ignored, or taken advantage of by salespeople.
- Car shopping is time-consuming. It’s common to spend all day at a dealership, haggling with salespeople, waiting on managers, and filling out paperwork. Others travel hours to dealerships or private sellers, only to find the car they had seen online is not as advertised — forcing them to decide to settle for the inferior vehicle, or head home having wasted their time.
Ownership is costly, especially with older and cheaper cars
- Unforeseen mechanical issues can be disastrous. Even those who diligently budget out their monthly loan and insurance payments can get caught off guard by breakdowns, or experience accidents that require repair bills in the thousands.
- People without lots of disposable cash take a risk on cheaper used cars. Those who can’t afford newer cars or qualify for loans with reasonable interest rates have to settle for cheaper options, and when those cars break down — sometimes within days of the purchase — they’re left with enormous repair costs or even no car. 60 respondents even referenced buying a “lemon” in their stories.
The current alternatives are costly and inconvenient
- Public transportation isn’t always a reliable option. Much of the US is built on car dependence, and public transportation isn’t available or convenient in many places, so people need a personal vehicle to go about their lives comfortably.
- Many spend hundreds each week on rideshare apps. At least 50 people mentioned they use rideshare options like Uber or Lyft for errands and commuting, and the cost adds up quickly.
- Some have already found renting to be their solution. Many dozens reported they already use Turo for long-term car needs, as it’s cheaper than relying on rideshare apps or buying a car.
A different path
Car ownership is certainly possible and can be a joy for many. Owning a car gives independence and empowerment, but it also requires commitment. Given the financial costs of that commitment, ownership can be burdensome or even out of reach for people all over the country. Yet they still need a car to get to work, bring their kids to school, visit the doctor, and get groceries.
Fortunately, there’s a path for those who aren’t ready to commit to buying a car. Renting month-to-month on Turo requires no salespeople, no paperwork, and no car loans, and gives drivers a flexible alternative to locking into a hefty vehicle purchase. Try for yourself and find monthly rentals on Turo across the US, Canada, and Australia!
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