The Fiat 500's success story is proof that the highest-earning cars aren't always the fastest or the newest. This little car has a published annualized Return on Investment (ROI) of 178.2%, with hosts pulling in an average of $7,009 per year in earnings.

Its incredible profitability comes down to a simple formula: low initial cost minimizes financial drain, which the car’s consistent urban demand easily surpasses. The Fiat 500 is a masterclass in making big money from a small investment.

The Financial Win: Low Barrier to Entry

The biggest factor boosting the Fiat 500's ROI is its purchase price. Since the model was discontinued in 2020, you can buy them used at a rock-bottom price, avoiding the heaviest costs of new car ownership.

  • Low Vehicle Value: The average Fiat 500 used for Turo is valued at just $12,512. The low value means the annual loan cost is minuscule, averaging only $2,519.
  • Rapid Depreciation Burn: The original buyer already swallowed the steepest depreciation hit. Buying a pre-owned 500 shields you from that most expensive period of value loss, a crucial element for maximizing profit.
  • ROI Strategy: Turo calculates ROI by dividing your net earnings by the estimated annual loan cost. Because the earnings ($7,009) are so vastly higher than the loan cost ($2,519), the resulting 178.2% ROI is a powerful financial metric.

The Guest Hook: Charm, Efficiency, and Parking

The Fiat 500 consistently gets booked because it perfectly meets the needs of a specific, high-utilization renter.

  • Urban Maneuverability: It's small, incredibly easy to park, and ideal for dense cities and busy tourist spots. Guests appreciate that they can find parking anywhere.
  • Distinctive Style: Guests choose the 500 because it's a "comfy fun lil car" and "stylish". It has an iconic, retro-modern aesthetic that stands out from a sea of generic rental cars.
  • The "Cheapest Fun" Factor: It is often the cheapest option in the market. You attract budget-conscious renters, but they still get a charming, unique car, leading to high satisfaction.
  • Great on Gas: Excellent fuel economy is a major selling point for renters on long drives or city exploration.

The Operational Reality: Maintenance Warning

While the revenue is high, you must be prepared for the realities of running a budget-focused imported vehicle.

Hosts generally report that the car is "reliable" and "runs great", especially for getting the guest "everywhere I needed to go with no problems".

And because it is an imported vehicle, parts and labor for major issues can be higher than a domestic car. The massive revenue cushion, however, gives you ample room to absorb these costs.

Some hosts note the car "needs alittle maintenance" and "shows it's age". Be ready to handle maintenance like tires and basic services quickly.

These items are essential for any high-utilization economy car, protecting your margins and boosting reviews.

  • All-Weather Floor Mats: A simple, non-negotiable buy to protect the carpets from dirt and spills.
  • GPS Tracker: Highly recommended for every Turo car to protect against misuse and aid in location.
  • Key Lockbox: Essential for streamlining remote pickup and drop-off, a major convenience factor for guests.
  • Multi-Charging Cables: Universal cables (USB-C, Lightning) are a simple, high-value amenity that guests love.

A Strategic Bet on the Economy Segment

The Fiat 500 teaches the best Turo lesson: focus on the cost-to-revenue ratio. Its high ROI comes from buying the asset cheap and keeping it booked solid.

The host who succeeds with the Fiat 500 is one who buys it outright to avoid loan costs and maintains a substantial repair fund, trusting that the enormous revenue cushion will keep them highly profitable.

Frequently Asked Questions (FAQ)

Q1: Is the 178.2% ROI number based on net profit?

A: No, that high ROI number is based on net host earnings (revenue after Turo's cut) divided by the estimated annual loan payment. It does not factor in variable costs like maintenance, parking, or insurance. Actual net profit is much lower, estimated around 18-35% for economy cars.

Q2: What is the average annual revenue for a Fiat 500 Turo host?

A: The average gross annual earnings after the Turo fee is $7,009. This is revenue, not true net profit.

Q3: What models offer similar high ROI?

A: Other economy vehicles that rank highly include the Chrysler Voyager (150.1% ROI) and the Kia Rio (138.5% ROI). The Toyota Prius c also ranked highly (194.4% ROI).

Q4: Should I buy the standard 500 or the convertible?

A: The standard 500 Hatchback is the highest volume performer. However, the 124 Spider Convertible is a good niche play, as open-air driving experiences command a premium in favorable climates.

Q5: What is the biggest risk with the Fiat 500 on Turo?

A: The biggest risk is a major mechanical failure. Because it's an import, repairs can be costly and parts may be harder to source than for a Toyota. You must have a robust emergency repair fund built into your budget.