Uber rolls out ‘Uber Elite’ chauffeur service

Ride-sharing service Uber not only triggered a seismic shakeup of the taxi industry – it also disrupted the premium end of the market, by embracing suited hire car drivers in its Uber Black tier.

Uber’s latest tilt towards the top end of town is a fully-fledged chauffeur service to be rolled out under the Uber Elite brand.

Aimed at high-flying executives and well-heeled travellers, Uber Elite will offer an “upgraded experience” with professional chauffeurs behind the wheel of luxury cars – none more than three years old.

Uber Elite guarantees chauffeur drives in new high-end vehicles.

Complimentary in-vehicle amenities will include USB phone charging points, bottled water, mints and hand towels.

Beyond that VIP ride, the in-app ‘Meet and Greet’ option will let Uber Elite passengers request their chauffeur driver to meet them inside the airport terminal at baggage claim.

Riders will also be able to submit special requests ahead of time, from favourite drinks and snacks to a bottle of Champagne in an ice bucket to mark a celebration or special occasion.

Uber Elite will live under the Reserve a Ride tab of the Uber app.

Uber Elite is now being trialled on an invitation-only basis in Los Angeles and San Francisco, with New York set to follow, ahead of a wider international rollout.

Uber says frequent users of Uber Black and its Uber for Business platform will be among the first able to sample Uber Elite.

Uber Elite will sit in the app’s Uber Reserve section for placing advance bookings, rather than be a ‘chauffeur on demand’, although Elite rides can be booked as close as one hour ahead.

In Australia, Uber Black continues to dominate the premium end of the Uber space, with prices generally twice that of entry-level Uber X or the often-competitive Uber Comfort rides.

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