From CNET: When Lyft first launched its ride-hailing service in San Francisco in 2012, it gave drivers big, pink, hairy mustaches to drape over their cars' grilles. The idea was to make it easy for passengers to identify Lyft drivers. That fad, however, did not last.
After rolling out other iterations of the pink 'stache, the company has finally decided to move away from facial hair replicas and into new branding territory. Enter "Amp."
Riffing on the idea of a taxi light, Amp is a lit-up, oblong box that drivers adhere to their dashboards. The glowing display of 160 LED lights -- emblazoned with the word "Lyft" -- comes in a rainbow of colors to help passengers better identify their drivers, especially at night.
"We don't view this as shaving the stash," Tali Rapaport, Lyft's vice president of product, said during a press event at the company's San Francisco headquarters. "We view this as a bigger, bolder amp of our brand."
Next to Uber, Lyft has long been thought of as second string in the highly competitive ride-hailing space. While Uber is valued at $68 billion, Lyft is valued at $5.5 billion. And while Uber is in more than 450 cities in 70 countries, Lyft is in 200 US cities. But competition is heating up as Lyft continues to grow and aims to win over Uber passengers.
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