Lift launches high-end service to challenge Uber image

In its efforts to counteract Uber, General Motors’ ride-sharing partner Lyft announced it introduced in the US a luxury ride programme similar with Uber’s Black.

Even if Uber’s dominance in the ride-sharing business is quite hard to be challenged in the United States, rival Lyft has been trying to keep up with the pace. Thus, it has been focusing so far on competing with standard-services such as UberX and UberPOOL, without going to the next level. However, it has decided now to take a step further and announced the launching of Lyft Premier, an offering aimed towards users looking for a more stylish trip. Passengers choosing the new service will be picked up by a premium sedan or SUV, such as a BMW 5 Series, Audi A6, Lexus ES or Cadillac Escalade. Lyft Premier is initially only available in Los Angeles, New York, and San Francisco, but it is expected to be extended to other cities as well in the coming future. Lyft said this high-end feature was requested by the majority of its users.

Earlier this year, Lyft teamed up with China’s biggest taxi-hailing company Didi Chuxing, so that Didi users were able to use the company’s smartphone application in the US to access Lyft’s fleet. Reuters recently reported that Lyft was looking for a possible sale of the firm or to raise new capital, with sources reveling that GM and Didi consider expanding their stakes in the San Francisco-based startup.