Dallas-based Alto, the app-based luxury rideshare company, has hit the 1 million mark in its number of rides across the U.S., according to CEO Will Coleman.
As the tech boom began declining earlier this year, Coleman says his startup took “adaptive and agile” steps, “making cutbacks early on.” In a statement, he added that the costs to be headquartered in Dallas “allows his company to stay ambitious and aggressive, and acquire top-tier talent.”
Founded in 2019, Alto is now operating in six different cities: Dallas, Houston, Los Angeles, Miami, Washington, D.C., and San Francisco.
In June, Alto leased a new 16,000-square-foot headquarters at 141 Manufacturing St. in the Dallas Design District—a move that followed its March expansion into Silicon Valley.
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Six months after a $45 million Series B raise, Alto will be a coast-to-coast company by end of this month. It now aims to transform its fleet of owned rideshare vehicles to 100% electric by the end of 2023, with a network of EV Ops Centers keeping them charged, maintained, and ready. The first center is being built now near its Dallas HQ.
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Jorge Varela has spent decades building startups in Silicon Valley, San Antonio, and even in Central America—his place of origin. Now his efforts will center on North Texas' innovation economy. “The shift from Silicon Valley and the East Coast to Texas and DFW is real,” Varela says.
![Erica Kosemund, Chief Brand Officer, Choctaw Nation of Oklahoma; Gillian Breidenbach, Chief Partnership Officer, North Texas FWC Organizing Committee; Chief Gary Batton, Chief of Choctaw Nation of Oklahoma; Monica Paul, Executive Director of Dallas Sports Commission and President of North Texas FWC Organizing Committee; John Hobbs, Senior Executive Officer of Communications, Choctaw Nation of Oklahoma; and Heidi Grant, Senior Executive Officer of Commerce Administration, Choctaw Nation of Oklahoma, celebrate Choctaw Casinos & Resorts becoming an Official Dallas World Cup 2026 Host City Supporter. [Photo: North Texas FWC Organizing Committee/Choctaw Casinos & Resorts]](https://s24806.pcdn.co/wp-content/uploads/2025/12/FIFA-Choctaw-dec-2025.jpg)
