Auto Rental News
MenuMENU
SearchSEARCH

Turo Raises $92M, Acquires Daimler's Croove

Turo, a peer-to-peer carsharing marketplace, has raised $92 million in funding from Daimler and other investors. Turo also acquired Daimler's Croove, a peer-to-peer carsharing service in Germany.

by Staff
September 6, 2017
Turo Raises $92M, Acquires Daimler's Croove

Andre Haddad, CEO of Turo, poses with a vintage Mercedes-Benz. Photo courtesy of Turo.

2 min to read


Andre Haddad, CEO of Turo, poses with a vintage Mercedes-Benz. Photo courtesy of Turo.

Turo, a peer-to-peer carsharing marketplace, has raised $92 million in Series D funding and will acquire Croove, a peer-to-peer carsharing service in Germany, from Daimler.

Daimler and SK Holdings — a South Korean-based company — led the round, with Liberty Mutual Strategic Ventures and Founders Circle Capital also joining the financing. Existing investors August Capital, Canaan Partners, Kleiner Perkins, GV, Trinity Ventures, and Shasta Ventures also invested in the latest round of financing.

Ad Loading...

"We are proud to welcome Daimler, SK Holdings, Liberty Mutual Strategic Ventures, and Founders Circle Capital to the Turo family," said Andre Haddad, CEO of Turo. "This impressive roster of strategic investors joins our existing investors in fueling Turo's mission to put the world's one billion cars to better use and positions Turo firmly as the global leader in the fast-growing peer-to-peer carsharing space. We're thrilled to have them by our side as we work to reshape car ownership and travel worldwide."

Turo's acquisition of Croove provides an opportunity to expand its presence from existing international markets in Canada and the U.K. to Germany and more broadly into Europe, according to the company. Funding co-lead SK Holdings will also provide support and insights as Turo considers expansion into South Korea and other Asian markets.

"People want access to mobility — anytime and anywhere," said Jorg Lamparter, head of mobility services, responsible for all mobility services bundled under the roof of Daimler Financial Services. "We have already been addressing this desire by providing mobility services to over 15 million people, and our investment in Turo allows us to further expand our leading position and create a stronger mobility services ecosystem. Daimler's expertise in this sphere and Turo's marketplace complement each other perfectly."

The $92 million Series D funding brings Turo’s total funding to $193 million, according to the company. In addition to its focus on expansion abroad and deepening its expertise in insurance, Turo plans to invest capital from the Series D to enhance the customer experience on both sides of the marketplace, boost customer acquisition, and grow the brand globally.

"Attitudes toward car ownership and travel are rapidly changing,” said Dong Hyun Jang, CEO of SK Holdings. “We've witnessed these changes first-hand through our investments in SoCar, Korea's leading carsharing service, and SoCar Malaysia, which will launch at the end of this year. We are confident that Turo will continue to accelerate these trends and look forward to helping Turo to expand into Asia."

More Rental Operations

A tech collage of electronic devices against a computer chip blueprint map.
Rental OperationsMay 1, 2026

Why Car Rental Can No Longer Run On Workarounds

The shift from branch-based software to connected operations is turning rental technology into strategic infrastructure.

Read More →
A tech collage of electronic devices against a computer chip blueprint map.
Rental OperationsMay 1, 2026

Why Car Rental Can No Longer Run On Workarounds

The shift from branch-based software to connected operations is turning rental technology into strategic infrastructure.

Read More →
A black Audi SUV superimposed on a historic scene from downtown Tashkent, Uzbekistan.

Carwiz Sets Up Rental Operations In Central Asia

The global franchise operation reaches a first in its rental fleet portfolio with new service in Uzbekistan.

Read More →
Ad Loading...
A raging brushfire in the countryside.
Rental Operationsby Martin RomjueApril 30, 2026

Where Rental Fleets Must Adjust To Shifting Catastrophe Risks

West Coast disasters pose unique challenges and liabilities for rental fleet operators, who are advised to take steps tailored to their specific situations.

Read More →
ARN Industry Newsmakers thumbnail page with ARN and ICRS logos and shots of Nick DiPrima and Martin Romjue
Rental Operationsby Martin RomjueApril 27, 2026

Using AI To Find Rental Car Damage

Angry car renters are storming social media, the mainstream media, and online ratings platforms to complain about charges they claim are either unfounded or excessive.

Read More →
Photo of CEO Krešimir Dobrilović against a gray modernist crooked-tile mural display.

Carwiz Opens Car Rental Service In Panama

A Carwiz partner in Puerto Rico is taking on the Panama franchise with operations in the nation's largest airport.

Read More →
Ad Loading...
A world map with Flexways logo and new locations headline.

Flexways Opens 10 Locations Among Franchise, Affiliate Rental Networks

The integrated business model combines each operator’s local expertise with international standards to boost sales.

Read More →
Photo of a suitcase, passport, and smartphone.

Traveler Customer Satisfaction Up This Year Data Study Shows

The study looks at customer analytics to size up performance in car rentals, rideshare, airlines, lodging, and OTAs.

Read More →
A rental car between two placards showing a symbolic revenue increase from $300 to $1600.

New Consulting Company Ready To Boost Point-of-Sale Revenue

Revcuity, an outgrowth of Frontline Performance Group, aims to help clients capture more revenue moments with face-to-face customers, including in the car rental space.

Read More →
Ad Loading...
Martin Romjue stands at conference stage podium close to a dangling, glistening chandelier.
Rental Operationsby StaffApril 15, 2026

Meet The (Semi-New) ARN Editor

Martin Romjue has been editing and reporting for ARN since 2023 and fully transitioned to the role of chairman of the International Car Rental Show in 2026.

Read More →
Ad Loading...