Uber says you can request champagne in its new Elite rides. Here’s how the service works

Fancy a chauffeur? Uber is courting the well-heeled with a new ride option that will see it extend its reach from a taxi alternative to offering a more exclusive, limousine-style service.

Uber announced Thursday it will launch a chauffeur ride option—Uber Elite—that will offer a “luxury ride experience” targeting executives and other frequent travelers. Uber Elite will become the rideshare operator’s most expensive option, and will be offered on an invite-only basis for current Uber Black and Uber for Business clients in San Francisco and Los Angeles, followed soon by New York.

Uber is banking on a market for “a more elevated experience,” though the accompanying cost may be difficult to justify for some people. 

Just consider the hypothetical ride that the company shared as an example in its announcement. An Uber Elite customer could request a ride from the San Francisco International Airport to the city’s Union Square, with an option for a meet and greet at baggage claim, for a whopping $177.95 for the roughly 13-mile journey. That’s more than three times the cost of an UberX, a standard ride-alone option, while the city’s BART system costs only $11.80 for that same journey.

PREMIUM PRICING FOR PREMIUM EXPERIENCE

The premium pricing is seemingly justified by a premium experience: Uber Elite will partner with fleet companies that employ professional chauffeurs driving luxury vehicles. 

In addition to the option to be met at baggage claim by the chauffeur, riders can expect complimentary amenities that some Uber drivers already offer in quest of a 5-star rating: Chargers, bottled water, mints, and hand-sanitizing towelettes. Riders can also make special requests, like champagne, which surely come at an extra cost. 

But there is a notable perk for anyone who has dealt with the frustration of trying to reach a human through Uber’s customer support options: Uber Elite riders will have access to premium 24/7 phone support, which will be available before, during, and after the trip. What’s more, riders can call their chauffeur directly before pickup and rides can be arranged with as little as one hour notice or up to 90 days in advance.

Chauffeur services have become the new battleground for rideshare companies. In October, Lyft acquired TBR Global Chauffeuring for about $110 million, expanding its reach into the luxury market in more than 3,000 cities in 120 countries. That said, Lyft has also been appealing to more budget-conscious customers recently, with recent blog posts touting the benefits of opting for rideshare versus car rentals and car ownership.

Since its founding in 2009, Uber has steadily expanded its options to corner nearly every transportation option, from bikes to air taxis in select markets. Last year, riders booked more than 13.5 billion trips with Uber, the company reported last month.

Even so, Uber’s stock has stalled; it’s fallen more than 27% from an all-time high in October and slumped nearly 2.8% in mid-day trading on Thursday.

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