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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.
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Garret Camp came up with the idea for UberCab, a premium black-cab service with luxury vehicles for working professionals. When Kalanick took over as CEO, he negotiated himself a majority stake to have absolute operational controls. Initially, Uber focussed on luxury branding with a fleet of high-end black cars and the tagline "Everyone's Personal Driver." Uber got its first drivers by convinced a few black car services in San Francisco to use Uber during their lull times. The app grew as it received glowing reviews from the press. A customer who hired a traditional cab would not know when the cab would arrive, what condition it would be in and finally struggle to find the correct change. In contrast, Uber had live tracking, offered premium cars and seamless payments charged to a credit card. The use of Uber became a status symbol in San Francisco.
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Learn how Uber's growth was fuelled by obsessive product focus, broken rules, growth at all costs and minimal bureaucracy from the book that inspired ...
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