Starting 12 pm today, Miami riders will be able to request rides through the Uber app on their smartphones. The launch of UberX, the peer-to-peer service provided by the company, comes in direct response to competitor Lyft’s recent launch in the city.
For months, Uber has battled in Miami-Dade County to change the taxi laws, but has been unsuccessful so far.
Uber’s decision to go heads-on against their ride-sharing competitor Lyft means that it will brave mass fines and legal action from the county.
According to the The Miami Herald, Lyft has already seen its drivers nailed with 11 fines totaling $22,000 by county regulators.
Since Lyft launched in Miami a few weeks ago, there were rumors that Uber was up to something, starting with the job posts and Facebook ads for drivers.