Lyft starts a business travel brand, escalating its Uber rivalry

Lyft is creating a new brand to mark the endeavor journey market.

The division, called Alcove, volition merge new company journey offerings alongside UK-based TBR Global Chauffeuring, which Lyft acquired final twelvemonth for the equal of $110 million.

Alcove volition provision "the highest levels of service" alongside "great chauffeurs," Lyft CEO David Risher stated in a declaration Thursday.

"Like the extend alternatively of the tunnel? Prefer 72 degrees? Want the rear opening open fair a bit? That's what Alcove volition offer," he said.

Alcove is the latest attempt by a ride-hailing business to access endeavor and administrator journey — a market that companies accept is additional lucrative than your average ride.

In March, Uber started its own version, called Elite, as a akin black-car assistance "designed for executives, common travelers, and riders looking for a additional elevated experience," the business said. The identical month, Uber acquired Berlin-based chauffeur assistance Blacklane.

The earth chauffeur market is value "tens of billions of dollars," Lyft stated in its statement announcing Alcove.

Alcove volition initially activity immediately alongside companies and journey administration firms, Lyft said. The business plans to formalize the new brand by unveiling a new portal and a mobile app next year, it said.

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