Canadian car owners are increasingly listing idle vehicles for rent as travel demand builds ahead of a major global soccer tournament this summer, according to a release from Turo Canada Co. ULC.
The car-sharing platform said hosts in Toronto and Vancouver are projected to earn a combined $1.1 million between June 1 and July 31, driven by an influx of international visitors. Bookings in both cities are already up 25 per cent year-over-year for June, signalling strong demand as the event approaches.
Listings are also rising sharply. Vancouver saw a 73 per cent increase in vehicles listed in March compared with a year earlier, while Toronto climbed 96 per cent over the same period.
“Canadians are really struggling to stay afloat financially in this economy. From groceries to gas to rentals, costs have climbed and stayed there,” said Bassem El Rahimy, Head of Turo Canada, in a statement. “This is one of the reasons we’re seeing a growing influx of Turo hosts join our platform ahead of June 11.”
The trend suggests a shift in how consumers view vehicle ownership, at least this summer. As more buyers look to offset costs, vehicles may increasingly be considered income-generating assets rather than purely personal transportation.
It’s a shift that could influence purchase decisions, particularly in urban markets, with some buyers favouring models that appeal to renters or offer lower operating costs. It may also create opportunities for dealers to position certain used vehicles toward customers interested in car-sharing or small-scale fleet use.
At the same time, peer-to-peer platforms add competitive pressure to traditional rental and subscription models, while increased vehicle usage could drive additional service and maintenance demand within dealership fixed operations.
