Uber's initial focus on luxury branding played a significant role in its growth. The company started as UberCab, a premium black-cab service with luxury vehicles for working professionals. This focus on luxury branding, with a fleet of high-end black cars and the tagline "Everyone's Personal Driver," helped Uber stand out in the market. The use of Uber became a status symbol in San Francisco, which helped the app grow as it received glowing reviews from the press. Furthermore, the seamless experience of live tracking, premium cars, and payments charged to a credit card added to the luxury feel of the service, attracting more users.
Learn how Uber's growth was fuelled by obsessive product focus, broken rules, growth at all costs an...
View summary