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Lyft goes after Uber’s black cars with new high-end rides

09
May
2014

On an unusually gusty San Francisco day, a beaming new white Ford Explorer sits idling in a tent in front of me. Its the first of what Lyft hopes will be a fleet of vehicles people will pay more to ride than the smaller, less luxurious Toyota Priuses and Corollas that make up the bulk of the cars in its network. This is Lyft Plus, and it will soon be an option in San Francisco at twice the price of what Lyft currently charges for set-price hauls. Similar to Ubers black SUVs, its aimed less at the people who would normally shell out for a taxi, and more for those who are having a night out (on a date or in a group), or just dont mind spending more for luxury.

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