After the design debacle that left everyone’s favorite designated driver program as the laughing “asshole” of the design world, Uber has put in some damn hard work with a total rebrand. From ousting the former CEO Travis Kalanick as a part of the culture change to dropping the suggestive logo for a more classic “Uber” design, the company is taking it a few steps further.

The introduction of the “Pro” program may be exactly what the company needs to boost the looming venture into the public sector and ultimately cash in. So what’s at stake? Eh, only a self-proclaimed $120 billion, no biggie.

This past year has been a doozy for the company, trudging through everything from wide-spread allegations of sexual harassment to the alleged thievery of super secret insights from their industry nemesis, Alphabet Inc.

Uber is trying to set itself apart from the rest before launching a public campaign.

But maybe all is not lost for the staggering giant. Their pink little brother/sister Lyft was recently valued at a cool $15.1 billion, has pushed Uber to do some very smart, and in our opinion, cool things.

Uber’s new “Pro” program steps in line with their “180 days of change” initiative and pushes the company into a direction that hopefully, many will start to follow. One of the inspiring incentives is they have partnered with Arizona State University (yup the shocker party school) to offer free tuition to the top Uber drivers.

Based on the accumulation of points, the company is putting its focus on the driver. By giving them carrots of education and actual in-app tips (yup, they finally adding a tipping feature to the app) their objective is to keep their drivers happy and from jumping ship to Lyft and other ride-sharing programs.

The Uber Pro Program promises its drivers free education with performance.
The Uber Pro Program courtesy of Uber

Launching in major hubs like Orlando, New Orleans, Denver, Seattle, New Jersey and the two Flordia hot spots of Orlando and Tampa, Uber’s plan is aggressive and widespread. With more cities to be added to the already impressive list, the Pro program could be the boost the company needs to stay in the lead.

So it seems like Uber is finally putting its money where its mouth is and following through with the much-needed cultural changes starting from the top down. Will it be enough to leave Lyft in the rearview and crest that cool $120 billion, or will we see another misstep like the “asshole” design or shadowy dealings take them backward?


Ryan is the content guy at Rareview and thankfully, not related to the Pearsons. Bringing over a decade of writing to the table, as well as a hefty pour of bourbon, his delusions of grandeur keep him writing and drinking.

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