When USC announced a partnership with Uber to augment the university’s campus cruiser program, students were excited. Ride sharing services had already become an integral part of the college experience in Los Angeles, and many students were already familiar with Uber when the USC program launched. Inefficient public transportation and sizable distances make a car essential for getting around LA, and ride sharing services like Uber and Lyft have been a tremendous help by providing students with viable option for mobility.
In Los Angeles, Uber has several tiers of service, ranging from uberPOOL (a shared ride service) to Uber Lux (a personal luxury car). While the more expensive rides like Lux, Select, and Black maintain a flat rate no matter the hour, UberX services engage in a controversial practice called “surge pricing,” which multiplies a fare depending on the supply and demand of rides. This practice has already resulted in some amusing headlines and public backlash, but Uber continues to defend surge pricing as the fairest way to ensure rides are equally available.