Rafi Mohammed

Why Uber Needs Clearer Pricing

Posted on March 5th, 2014 (0 Comments)

Uber, the technology/private car start-up, is the darling of Silicon Valley. I’m a huge fan of Uber (use it regularly) but the role of price in Uber’s brand is terribly confusing. While Uber heavily promotes discount prices, it’s fair for customers to be surprised at its surge prices which can reach as high as 8 times the normal fare.  Surge fares are not part of Uber’s “everyone’s private driver” low price brand. This ambiguity is hurting Uber’s growth.

Please check out my latest piece for the Harvard Business Review which discusses the role of price in a company’s brand – and suggests that Uber take some pricing lessons from rock star Kid Rock.

As always, thank you for reading!

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