Job number-1 for new Uber chief executive officer Dara Khosrowshahi is rebranding the ride-hailing service. At stake is the growth of its business versus strengthening competition, both in the U.S. and overseas.
A positive development, reports Recode, is that it has bounced back from the loss of market share through the #deleteUber boycott. From March through September in the U.S. there was 15% sales growth.
The problem is that its sales are growing at a rate slower than that of competitor Lyft. During the same time frame, Lyft produced 33% increase in sales.
Meanwhile in southeast Asia, competitor Grab, reports TechCrunch, has reached 1 billion rides in 142 cities. It is backed by funding from SoftBank and Didi.
The Uber brand has to shift from rogue to ethical and law-abiding. A major obstacle in rebranding is that the members of the media closely cover the lawsuits against Uber, the federal investigations, and the imposing of new regulations. All that ink about Uber's alleged misconduct can distract from positive changes in the culture.
Recently Uber hired from Pepsi's Tony West to head its legal department. His signature is for successful initiatives in ethics and diversity. However, he will be battling on so many fronts at Uber. If he doesn't achieve signs of cultural change at Uber, members of the media will have reason to keep hammering Uber.
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