Uber Unveils “Go Get” Strategy to Win Back Cost-Conscious Riders with Fixed Routes and Subscription Options

In a significant strategic pivot aimed at recapturing price-sensitive customers, Uber Technologies Inc. announced a comprehensive new initiative called “Go Get” that introduces fixed-route shuttles, expanded subscription passes, and enhanced carpooling options across its platform.

The ride-hailing giant revealed the plan during its annual product showcase on Tuesday, positioning the move as a direct response to consumers increasingly seeking more affordable transportation alternatives amid persistent inflation concerns.

“Affordability is the top pain point for consumers,” Uber CEO Dara Khosrowshahi told reporters, according to Bloomberg. “We’re trying to make Uber more affordable for more people.”

At the heart of the new strategy is “Route Share,” a shuttle-like service that will operate along fixed routes in major U.S. cities beginning this summer. The service, which Bloomberg reports could be up to 50% cheaper than UberX rides, requires passengers to walk to designated pickup points rather than offering door-to-door service.

“Route Share is really going after that commuter use case,” said Sachin Kansal, Uber’s Vice President of Product, as reported by The Verge. “It’s the most affordable option on the Uber platform.”

Industry analysts view the move as Uber’s attempt to compete more directly with public transit options while addressing growing consumer price sensitivity. The company’s internal data revealed that 60% of Americans have reduced their ride-hailing usage due to cost concerns, according to Reuters.

The initiative also introduces “Price Lock Pass,” a subscription service allowing riders to lock in reduced fares on specific routes for a monthly fee. This feature appears designed to build consumer loyalty while providing more predictable pricing.

“It’s a win-win. Customers get the predictability they want, and we get the predictability we need to optimize our marketplace,” Khosrowshahi explained, as quoted by TechCrunch.

Uber is also expanding its existing Uber One membership program to include more ride benefits, and introducing “UberX Share Pass” in select markets, offering unlimited shared rides at a fixed monthly price.

The strategy represents a notable shift for the company, which has historically focused on premium services and convenience. Fast Company notes that these new offerings reflect Uber’s recognition that “affordability has become the top concern for riders” in the current economic climate.

Financial analysts suggest the move could help Uber capture market share from public transit and potentially increase its total addressable market. The company’s research indicates that 80% of Americans don’t use ride-sharing services monthly, with cost being the primary barrier.

“We want to become an everyday product for everyday people,” Khosrowshahi said at the event, according to Reuters.

The initiative comes as Uber faces increasing competition from more affordable alternatives, including revitalized public transit systems in major cities and budget-focused competitors.

Implementation will begin this summer in select U.S. cities before expanding more broadly, with the company indicating that rider feedback will shape future iterations of these services.

While the company did not provide specific financial projections for the new offerings, executives expressed confidence that the strategy would drive growth by tapping into previously underserved market segments without cannibalizing its premium services.