Lyft: The friendly face of ridesharing

This event report outlines how Lyft, the ridesharing app, is putting friendliness at the heart of its brand proposition.

Lyft: The friendly face of ridesharing

Stephen WhitesideWarc

The automotive sector is no stranger to brand rivalries, from Ford sparring with General Motors on showroom floors to Avis and Hertz fighting for superiority in the rental-vehicle market.

But as attitudes toward car ownership change, especially among millennials, and mobile apps give consumers the power to request that a vehicle picks them up anywhere, anytime, a new rivalry is emerging between Uber and Lyft – two "ride-sharing" firms battling it out in a growing number of American cities.

Uber, with a $40-billion valuation, has a pool of 160,000 drivers, together...

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