Uber expects to be busy New Year’s Eve, and its policy of raising rates when demand is high, or surge pricing, is economics 101. Low demand leads to lower prices. Higher demand means a company can jack up prices and customers will still pay.
Defenders of the surge pricing policy say Uber is transparent, warning riders that getting from point A to point B will cost them more. Still, the concept is a new one for many people,so even if there’s no trickery involved, there’s still likely to be pushback from frustrated users whocan’t understand why their car delivery service raises prices, right when they most need a ride.
Click the media player above to hear more.
In Los Angeles, Uber reports it expects highest demand and highest fares between 12:30 and 4 a.m., with an average ride at 2 a.m. probably costing more than $100.
As a nonprofit news organization, our future depends on listeners like you who believe in the power of public service journalism.
Your investment in Marketplace helps us remain paywall-free and ensures everyone has access to trustworthy, unbiased news and information, regardless of their ability to pay.
Donate today — in any amount — to become a Marketplace Investor. Now more than ever, your commitment makes a difference.