Lyft is looking at one of its biggest potential opportunities to make up some ground on its rival Uber, given the latter company’s ongoing and worsening PR crisis. So it makes sense that Lyft would go even further in the opposite direction, with a new program that lets riders top off their fare to the nearest dollar, and donate the difference to one of a group of selected charities.
The new feature is reminiscent of another recent ‘light side ridesharing alternative’ move by Lyft, namely its decision to commit $1 million in donations to the ACLU over the next four years, as a response to Donald Trump’s initial Muslim immigration ban. Lyft’s new program is in line with its founding principles, the company says, and not tied to any behavior by the competition, but it’s definitely a contrasting image given the circumstances.
Lyft will be rolling out …
READ MORE ON TECHCRUNCH.COM