As Uber grapples with problems of sexual harassment, changing staffers, and losing customers due to political protests and otherwise, Lyft has decided to step in and launch a new marketing campaign that would make customers “feel good” about using Lyft, in an attempt to knock Uber from it’s number one spot for taxi services.
“Lyft announced Sunday that it would soon be rolling out Round Up & Donate, an opt-in app feature that allows riders to automatically route rounded-up ride charges to charity,” says USA today.
While Uber is still worth almost 10 times what Lyft is worth, Lyft believes that the new allegations against the company in a politically conscious climate opens them up for success.
USA Today also states:
As Uber grapples with accusations of sexism, Lyft is making more moves to position itself as the feel-good ride hailing company to consumers who may not be familiar with the smaller rival.
Lyft announced Sunday that it would soon be rolling out Round Up & Donate, an opt-in app feature that allows riders to automatically route rounded-up ride charges to charity.
“We’ll be launching with one charity, then on-boarding more with a focus on being unique in each of our communities,” Lyft vice president of marketing Melissa Waters told USA TODAY. She declined to name the debut charity.
Lyft currently operates in 300 U.S. cities. Uber is in nearly 600 cities and more than 80 counties. Lyft’s value is pegged at $7 billion while Uber’s is ten times that.
The new Lyft feature comes on the heels of an announcement last week that it had doled out more than $200 million in tips to its drivers. Uber does not allow tipping on its app, a feature that many drivers have requested.
Waters dismissed the notion that Lyft was altering its marketing strategy to take advantage of Uber’s troubles, which include revelations about a discriminatory work environment and a dash-cam video of CEO Travis Kalanick berating a driver.
“We won’t be swayed by whatever is happening,” she said. “We’re operating based on our own values.”