Uber Black is about to get some competition with Lyft Premier. The new service is Lyft’s entry into the luxury end of the ride-hailing arena which has been highly demanded by riders. Currently the service is kicking off in Los Angeles, the Bay Area, and New York.
Lyft Premium makes use of the Audi A6 as well as BMW 5 Series, Cadillac Escalade, and the Lexus ES lines. For driver with these cars, they will be able to pick up riders who didn’t go with the Premier option so they still can get in on the wider pool of Classic riders. This is great for luxury drivers outside of larger cities where there just might not be that big of a demand for a top line riding experience.
Promotion-wise, Lyft is simply advertising Premier as a luxury experience. It’s not promising high end bottled water, wine, or anything. Lyft is promising that Premier will expand to more cities and giving Premier riders 20-percent off their first 10 riders via the LYFTPREMIER20 promo code.