New generation of Black Michiganders finding financial freedom through automobiles

From financial struggles to becoming an all-star in the peer-to-peer car-sharing space, this is one local entrepreneur’s inspiring success story.

Detroit, MI – Metro Detroit has long been a place of opportunity for Black Americans seeking prosperity. The automotive industry brought many families to Michigan, providing well-paying jobs that allowed them to achieve the American dream. Lavell Riddle knows this history all too well, having grown up in Inkster born into a family that had turned to the auto industry to create a better life. His parents both worked for Ford Motor Company, but downsizing in the industry meant that opportunities were fewer for Lavell’s generation. Instead of following in his parents’ footsteps, Lavell joined the peer-to-peer car sharing marketplace and has found success as a micro-business enterprise entrepreneur.

Lavell’s story is a testament to the Silver Rights Movement, which seeks to secure economic and financial rights and opportunities for marginalized communities. Despite the obstacles he faced, Lavell combined his passion for cars with a side hustle mentality to build a successful business. His story shows that with determination and innovation, it is possible to find new avenues to achieve wealth and success.

Overcoming the obstacles

When Lavell achieved his high school diploma, he decided it was time to focus on his dream of becoming an automotive designer. This proved to be a difficult journey.

He began attending college while simultaneously working in retail. Despite excelling at this job and receiving recognition for his incredible work ethic with continuous promotions, Lavell soon began hearing news from former classmates that many were getting laid off from their automotive positions. Worried about his future, Lavell focused more on his retail position.

The 2008 recession hit, and with it, came more layoffs and bankruptcy filings. Years of switching from one retail job to the next, without ever finding stability, led to an even more devastating situation for Lavell and his then-fiance (now- wife) Laquondra. During Christmas 2016, Lavell and Laquondra were in the midst of wedding preparations when he was laid off from his job at a cellphone company.

Riddled with wedding planning debt and no job, Lavell found himself at a crossroads with two options: give up or take a risk. So he channeled the legacy of his father’s hard work and took a page out of his father’s playbook. Using the knowledge he had gained from fixing cars and homes, Lavell pivoted to plumbing and electrician school, so he could learn how to properly fix and flip real estate. But just as he was starting to gain momentum, COVID-19 hit.

Taking Matters Into His Own Hands

Lavell knew deep down that his dream was possible if he just kept pushing. A friend told him about Turo in 2021. After some research, he discovered that it was the perfect way to monetize his skills and passions. From there, he decided to take on the opportunity of becoming a peer-to-peer car-sharing entrepreneur.

Lavell quickly found success with Turo. The peer-to-peer car-sharing marketplace gave Lavell the ability to monetize

Today, Lavell shares six vehicles on Turo, and has consistently received glowing reviews from satisfied customers. He often shares his knowledge with other up-and-coming entrepreneurs within his community, as well. Lavell has proven that anything is possible when you

Little did he know at the time, but all of the above experiences would help cultivate the mindset that would drive him to success in years to come. Thanks to his early upbringing, Lavell has since been able to manifest his dream and become the proud owner of a Detroit-area home and of two 1988 Mustangs, his childhood dream car. He’s now also the owner of a successful business with Turo, making his goals in life his reality and building generational wealth for his family.

Lavell is not the replica, but the remedy

It’s stories like Lavell’s that demonstrate the power of determination and hard work in creating success. But it’s equally important to recognize the role of local entrepreneurs like Lavell in the Silver Rights Movement and to consider them when crafting innovative policy.

It’s time for policymakers to ensure a level playing field that encourages competition, safeguards consumer choice, and protects the livelihoods of people like Lavell and Laquonda, who have worked hard to bring reliable and safe mobility options to their community. Lavell is adamant the service he provides to guests, both visitors and locals alike, is not a replica to the rental car industry, but the remedy to the tired and disappointing rental car counter.

While stories like Lavell’s may not always make headlines, they definitely show us what can be achieved with hard work, dedication, and fair access to economic opportunities. It’s time to ensure an economy that works for everyone, while enabling those who contribute to be part of the success.