Uber’s new pricing strategy

Uber is changing the way prices are quoted in Chicago. It now just offers a dynamic fare value rather than a multiplier.

Surge pricing will not change. What does change is the way price is quoted.

Uber’s goal is to make a ride available at the push of a button even on the busiest day of the year. This means they need to have surge pricing in place to create the necessary supply.

This action underlines how valuable it is to match supply and demand to satisfy market needs.