Mobile app car service Uber is starting to look like a lifestyle brand
July 24, 2013 Leave a comment
Uber is starting to look like a lifestyle brand
By JP Mangalindan, Writer July 23, 2013: 6:37 PM ET
The rapidly expanding car service is trying to expand its mission.
FORTUNE — Ask Travis Kalanick about the future of Uber, and he’ll tell you that it has become a brand that transcends its original mission. “Today, we’re in the business of delivering cars,” Kalanick said onstage at this year’s Brainstorm Tech conference. In the year-and-a-half sinceFortune profiled Kalanick, Uber has rapidly expanded into new markets, despite regulatory hiccups in cities like Washington D.C. and New York. But the serial entrepreneur, who previously cut his teeth on startups like the file-sharing service Red Swoosh in the early 2000s, also pointed out Uber has dabbled — and continues to do dabble — in other services. Last Friday, Uber worked with ice cream trucks and served up on-demand dessert in 33 cities; this Valentine’s Day, it delivered rose bouquets. And at previous South by Southwest conferences, the startup served up barbecue in a similar fashion. (The latter wasn’t much of hit however, something Kalanick told Fortune that had more to do with cold weather.) Read more of this post




