Lyft Launches “Premier” Luxury Ride Service To Rival Uber Black

Image courtesy of Lyft

What’s a luxury-loving customer to do when they want to ride in style? Uber has its “Black” tier of service offering trips in more luxurious vehicles, and now Lyft is launching a new offering called Premier to compete for those customers willing to pay for the privilege of a fancier car.

According to Lyft, 60% of its customers have asked for an option with a bit more luxury, prompting it to roll out Premier. Riders will get a higher-end car to ride in for special events, parties, or a regular night out, with vehicles like a BMW 5 Series, Audi A6, Lexus ES, or a Cadillac Escalade.

Prices will be higher, accordingly, but Lyft Premier is different from Uber Black in a way that might be important to some customers, The Verge points out: if Lyft drivers with nicer cars can’t find a Lyft Premier customer to pick up, they can opt to pick up Lyft Classic customers as well.

In comparison, Uber Black drivers only pick up customers willing to fork over that extra cash for the privilege of being fancy.

Premier is available now in the Bay Area, Los Angeles, and New York City, with Lyft offering new users 20% off their first 10 Premier rides with a discount code.

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