They call it the Mother Road, and it’s the most iconic road in America — lined with motels, neon signs, gas pumps, and drive-ins. It’s been immortalized in the books of Steinbeck and Kerouac, and we’ve seen it on the big screen in Thelma & Louise, Easy Rider, and in scenes from The Blues Brothers and Rain Man. Many have traveled it: thousands of settlers fleeing the Great Depression, bikers in search of asphalt and freedom, vacationing families — and in 2026, it will celebrate its 100th anniversary. Traveling the full stretch means crossing 8 states (starting in Chicago and ending in Santa Monica, California — or the other way around — for a total of about 4,000 km / 2,500 miles) and experiencing a slice of America. Those who’ve done it say not to expect to see everything — you have to miss something if you want to make it to the end, and chances are you’ll literally get lost along the way. Route 66 has become a historic road, fragmented by modern highways, but the nostalgic charm of its golden age is still a major draw — and at the same time, it offers a crash course in American history, all in just 15 days. Better to take three weeks, suggests Cruise America, the largest RV rental company in North America. Their tour book details every stop, highlighting must-see attractions: from Lincoln’s tomb in Springfield to the Woody Guthrie Center in Tulsa, to the Native American pueblos in New Mexico. Naturally, all to be experienced aboard an RV (recreational vehicle) — which means no need to pack and unpack, the freedom to cook your own meals, and the chance to spend as much time as possible outdoors. The story of this 72-year-old company is closely tied to the roads of America and its economic model. Its foundation and growth embody the American self-made man spirit — someone who recognized the potential of a then-nonexistent market and built a company that now operates 132 rental and sales locations across 33 U.S. states and four Canadian provinces. Today, 52% of the RV rental market in North America carries the Cruise America name.
Cruise America has a founding father: Robert A. Smalley Sr., born in Detroit in 1923, though nearly 50 years would pass before he would find great success in the RV rental business. His future was shaped by a decision made by his grandfather, Frank B. Couture, who moved to Miami in 1925 and opened a car rental agency that quickly took off. He had a vision: the number of “snowbirds” — seasonal travelers heading to Florida for the winter — would only grow, especially thanks to the new Florida East Coast Railway. Little by little, the entire family got involved — first Robert’s parents, then Robert himself along with his cousin Earl. The only pause came during their four years of service in World War II. But when they returned, their next goal was already clear, and once again the business evolved alongside the country’s growth. This time, the opportunity lay in tapping into the wave of tourists arriving at Pan American Field, the future Miami International Airport, where they opened a second location. The Smalley family was in the right place at the right time. The cousins were ambitious, and in 1948, they bought the business from their grandfather. In just eight years, Couture Rent A Car became the third-largest car rental company in the world, with offices in Cuba, Puerto Rico, New York, and Colorado. It was a small gem — so much so that Hertz acquired it in 1957. Robert sold the company but stayed on as a manager, eventually rising to the top of Hertz International and later the Hertz Corporation itself. It was Hertz that, in 1968, tested RV rentals for one summer — and the experiment worked. But the project was shelved. At the time, the focus was more on cars than on traveling with a “second home.” But Robert Smalley believed in it. He left the Hertz group and decided to start over, following in his grandfather’s footsteps. That meant returning to Miami and founding American Land Cruisers (ALC) in 1972, the company that would later become Cruise America, bringing in his sons Robert Jr. and Randy.
History repeats itself — just like in the grandfather’s time, the venture turns into a solid success. So much so that in 1984, ALC takes a major step forward and goes public, getting listed on the stock exchange. This leads to a new acquisition by Budget Rent-a-Car, but just three years later, the acquiring company files for bankruptcy. At that point, the Smalley brothers buy the company back, restoring it to the top of the industry. There have been ups and downs ever since — including the impact of the pandemic. “The rental business is a vacation business,” said President Randall Smalley. “And it’s highly resistant to shocks — we’ve had boom years after wild events like 9/11.” And that’s exactly what happened again after 2020. During that time, while the tourism side of the business came to a halt, there was strong demand from people who rented RVs to return home without flying, to transport a vulnerable person, or for use by government agencies, companies, and medical centers.
“We’re lucky to work in an industry that brings people together,” said Randall Smalley.
“There’s something magical about the classic road trip that seems to strengthen bonds between family and friends.” And that bond became something even greater in May 2014, when Randy and Bob decided to sell the company to its employees. Since then, Cruise America has been 100% employee-owned through an Employee Stock Ownership Plan (ESOP). This form of employee ownership, first introduced in 1956 by American lawyer Louis Kelso, has often been used by companies to invest in their workforce — sometimes even as part of their retirement plans. Over the past 50 years, 10 million employees have participated in ESOPs, including workers at Chrysler (as early as 1979) and United Airlines. While profits may be lower, ESOPs serve as an alternative to speculative financial takeovers and offer greater security for employees. As of today, the National Center for Employee Ownership (NCEO) estimates there are 6,548 ESOPs in 6,358 companies, involving 14.9 million participants and managing over $1.8 trillion in assets. In uncertain times marked by major changes, ESOPs provide a more stable and secure foundation for businesses and their people.