NEW YORK: Lyft, a ridesharing app competing with Uber in many cities across America, is putting "friendliness" at the heart of its brand mission in a bid to stand out.

Logan Green, Lyft's co-founder/ceo, discussed its current strategy while speaking at TechCrunch's Disrupt NY 2015 conference.

"That friendliness, that being nice, is actually, I think, our core strength. It's what we're good at, and it's what we plan to continue to use as our advantage," he said. (For more, including how the company is activating its strategy, read Warc's exclusive report: Lyft: the friendly face of ridesharing.)

Having grown rapidly, Uber is now present in over 150 urban hubs in the US, but has also faced various accusations ranging from potential privacy failings to allegedly "digging dirt" on hostile journalists.

Lyft, by contrast, is active in a more modest 65 markets. What it lacks in quantity, however, the firm wants to make up for in quality.

"There's been a bit of conversation about Lyft being the nice guy. And I think it's true," Green said.

"It's a fundamental part of our culture. The company culture is about being human, and being good to other people. And you feel that experience and that culture every time you get in a Lyft."

Although Lyft's rivalry with Uber has understandably received the most attention, Green reported that its overall aims are much broader.

"Our goal with Lyft was never to create just a better taxicab. Our goal was to create a legitimate alternative to car ownership," he said.

In making the service increasingly affordable, as well as communal, Lyft is also testing products where two or more passengers travel in the same car.

"We don't want Lyft just to be the service that you use once a month when you need a ride to the airport. We want to be part of people's lives twice a day, every day – an indispensable piece of their life."

Data sourced from Warc