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Offbeat Uber rolls out new ads to save its reputation, market share

17:44  16 may  2018
17:44  16 may  2018 Source:   cnbc.com

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Uber CEO Khosrowshahi is rolling out a series of ads to save its reputation and market share . "Moving forward, it ' s time to move in a new direction. And I want you to know just how excited I am to write Uber 's next chapter," Khosrowshahi says in the longer, 60-second commercial.

Its chief rival Lyft earlier this week said it now claims more than a third of the U.S. ride-hailing market .

Uber is deploying its top executive Dara Khosrowshahi in a series of national commercials — a rare Silicon Valley CEO spot appearance — to improve its reputation and, likely, its market share from rival Lyft.

The shorter of two commercials features Khosrowshahi dispensing wisdom from his father and vowing that under his leadership, Uber will be a "much, much better service."

Khosrowshahi took over the top spot at Uber last year after its embattled founder Travis Kalanick was ousted. He's become the face of Uber's turnaround in the months since, promising to deliver better rides for users and better working conditions for drivers.

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Uber valued at about B in new offer to buy company stock : Is Ikea’s new credit card worth it? The furniture giant released a new credit card on T Its chief rival Lyft earlier this week said it now claims more than a third of the U.S. ride- sharing market .

Click to share on Facebook (Opens in new window). Uber has created a feature on its app to reach out to passengers and drivers if it detects an accident or unplanned stop. The moves are an attempt to repair Uber ’s reputation after a wave of major scandals and bad press.

"Moving forward, it's time to move in a new direction. And I want you to know just how excited I am to write Uber's next chapter," Khosrowshahi says in the longer, 60-second commercial.

Khosrowshahi's had to battle back from the days of the #DeleteUber movement, that Lyft executives have said contributed to one of the rival ride-sharing service's biggest growth weeks in company history.

Lyft earlier this week said it now claims more than a third of the U.S. ride-sharing market.

Khosrowshahi has prioritized ride safety, worker rights and better public relations since taking over. Uber said Tuesday it was ending forced arbitration for claims of sexual misconduct.

Feds: Uber self-driving SUV saw pedestrian; did not brake .
The autonomous Uber SUV that struck and killed an Arizona pedestrian in March spotted the woman about six seconds before hitting her, but did not stop because the system used to automatically apply brakes in potentially dangerous situations had been disabled, according to federal investigators.In a preliminary report on the crash, the National Transportation Safety Board said Thursday that emergency braking is not enabled while Uber's cars are under computer control, "to reduce the potential for erratic vehicle behavior."Instead, Uber relies on a human backup driver to intervene. The system, however, is not designed to alert the driver.

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