Skift Take

The tech press and early adopters love Uber, but adoption outside of that circle has been hampered by, among other things, high prices. The new service will be the first real test of whether Uber is reinventing the game or just pointing towards its next iteration.

Uber, a start-up based in San Francisco, has won a following among urbanites with its novel twist on calling a car service: its app lets you summon a luxury sedan with a tap on your phone. Now it is trying to appeal to the less affluent by adding less luxurious cars.

In San Francisco and New York on Wednesday, Uber will start to give customers the option of choosing a hybrid car at a price that it says will be 10 to 25 percent more than a taxi.

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Tags: apps, taxis