The Uber Black service allows riders to select high-end vehicles such as the BMW 7 Series, Jaguar XF, and Mercedes-Benz S-Class for their trips across town, complete with a driver who “dresses to impress.” Lyft has chosen not to provide an equivalent service in the past, but today that all changed with the launch of Lyft Premier.
Much like Uber Black and Uber Select, Lyft Premier ferries its customers about in lavish machines like the BMW 5 Series, Audi A6, and Cadillac Escalade. The service is rolling out in Los Angeles, San Francisco, and New York City, and will generally cost twice as much as a typical Lyft journey. That means anywhere from $2.39 to $3.77 per mile depending on the city, plus the standard base charge, which varies by location.
Read more: After tackling food delivery, Uber is stepping into travel advisory and concierge services
For those who like to ride in style, the news couldn’t have come at a better time. Wait times for Uber Black vehicles have been increasing as the program has become more popular. According to Lyft, about 60 percent of its customers have expressed interest in a more lavish transportation option.
The announcement should work out nicely for those behind the wheel as well, as Lyft Premier drivers can still respond to standard requests if nothing else is available. This is very similar to Uber’s arrangement, as Uber Black drivers can pick up Uber X riders if they so choose.
For those new to Lyft, the brand is currently offering a 20-percent discount for the first 10 Premier rides. Simply enter the code LYFTPREMIER20 to activate.
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