📝 Lyft fights surge pricing

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Lyft is piloting a new feature called Price Lock, allowing riders to purchase a monthly subscription to cap prices for specific routes at specific times. This aims to address the inconsistency of surge pricing, especially for daily commuters. CEO David Risher highlighted the importance of reliable pricing during Lyft’s second-quarter earnings call, explaining that the subscription will likely cost under $5 monthly, with current testing showing a price of $2.99. Price Lock is separate from Lyft Pink membership and is part of Lyft's strategy to reduce the frequency of surge pricing, which has already declined by 25% quarterly. Despite achieving GAAP profitability for the first time, Lyft's third-quarter forecast fell short of analyst expectations, with projected gross bookings between $4 and $4.1 billion and adjusted core earnings of $90 million to $95 million. This new initiative is expected to enhance rider conversion rates, particularly in markets like Phoenix, Baltimore, and Orlando, where reductions in surge pricing have shown positive results.

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