TORONTO - As Toronto city council prepares to discuss reinstating a cap on ride-share vehicles this March, Uber (NYSE:UBER) Canada has launched an advertising campaign aimed at addressing what it views as misconceptions about its services' impact on city traffic and driver income. The move by the ride-sharing giant comes at a time when the city is considering tighter regulations on ride-share licenses, potentially with exemptions for zero-emission vehicles.
Uber's campaign emphasizes data suggesting that at any given time, only an average of 7% of its drivers are active, with this number rising to 13% during peak hours. The company is actively challenging the notion that its services contribute significantly to congestion on Toronto's streets.
In response to the ongoing environmental concerns and the city's regulatory considerations, Uber Canada has committed to transitioning to a fully zero-emission platform by 2030. The company is advocating for the adoption of electric vehicles by its drivers as part of this commitment.
The advertising push has not gone without criticism. RideFair TO, a local advocacy group, has labeled Uber's campaign as misleading, implying that the company is downplaying the potential negative impacts of its operations on the community.
The upcoming city council meeting will be critical for Uber and other ride-share services, as council members will review a report that could shape the future of ride-sharing in Toronto. This report will inform decisions on whether to implement a cap on ride-share vehicles and how to potentially structure license restrictions, with an emphasis on promoting eco-friendly transportation options.
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