[slykat]

With the pivot of UberX yes. Previously Uber had a luxury brand position, all of their products (UberX, Black Car, SUV) were priced higher than a taxi, and the bulk of their revenue was coming from black car services. I remember the old advertising and they never had the concept of a "sale" or messaging about their pricing relative to the competition.

However the rise of Lyft and other competitors essentially pushed Uber to go into a price gauging war. They went into a big price cut with UberX that essentially made them cheaper than both Lyft & taxis, and had a lot of advertising campaigns talking about their price advantage. This happened late last year (I believe) and since then both Lyft & Uber have been going through a series of price cuts & driver promotions to compete on both side of the table.

So yes, Uber users are definitely price conscious. This has happened largely because Uber has shifted its model more towards UberX. Slashing fares was a pretty bold move (companies rarely cannibalize cash cows with high margins).

The new focus, I think is to consolidate their position by growing aggressively, competing with Lyft on pricing & driver promotions, and ultimately, drive the cost of service so low that they expand the market past on-demand limos (Uber before X), cabs (Uber now), to a service cheaper than owning a car (Uber in the future).