Gett Cuts Base Fares in Manhattan for Black Car Service

March 10, 2015

9:30 pm

Gett, the on-demand black car service that competes with the likes of Uber and Lyft, announced today that it is reducing its base fare rates by up to 25 percent across Manhattan. It’s an aggressive move, especially considering that the company already offers no variable surge pricing on its fares and has a fixed $10 rate for rides anywhere between two points in central Manhattan.

“Unlike Uber’s surge charges which could end up costing two, three times, or even as we’ve seen in the past, up to twelve times as much, Gett’s peak time charge is just an additional flat $10” explained Gett founder and CEO Shahar Waiser.  “Our customers will never be surprised and overpay by an arbitrary and extraordinary surge fee.”

Founded in 2010, the company works similarly to major car services like Uber and Lyft – you book a ride via the Gett app on your mobile phone. The company operates as GetTaxi across major cities in Europe and Asia, including London, Edinburgh, Manchester, Birmingham, Glasgow, Moscow, St. Petersburg, Jerusalem and Tel Aviv, and provides flat, predictable pricing on taxis. In New York City, the company offers a black car service in the Manhattan borough. The company launched its NYC operations in 2013 and has since become a popular alternative for consumers who don’t want to deal with Uber surge pricing.

For those who live or work in central Manhattan, Gett has become a popular method of transportation simply because of its $10 ride price. Whether you’re going from 58th & 11th to Bleecker or from Washington Square Park to 47th & 3rd, the company offers a flat rate of $10. Starting today, the company is offering a 25 percent cut in pricing across other parts of Manhattan. For instance, a ride from Soho West to the Upper East 90s will only cost you $28.

What’s most notable about Gett, though, is the fact that it doesn’t implement surge charging during peak hours like Uber or Lyft. Rather, the company just adds a flat $10 rate to your tab during peak times. So, for example, rides in central Manhattan would cost you $20 during Gett peak hours, and that ride from Soho West to the Upper East 90s would cost $38. The $10 additional flat charge during peak hours is incredibly cheap, considering that Uber can charge you 1.5 times or 3 times the rate during peak hours.

However, while the reduction of Gett fares is great, it still leaves a glaring issue: unavailability. Every time I’ve tried to use Gett, there are never cars available, causing me to resort to other means to get around in Manhattan. And others I’ve asked commiserate with this issue. The company is apparently focused on fixing that and plans to recruit 10,000 more drivers this year.

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Ronald Barba was the previous managing editor of Tech.Co. His primary story interests include industry trends, consumer-facing apps/products, the startup lifestyle, business ethics, diversity in tech, and what-is-this-bullsh*t things. Aside from writing about startups and entrepreneurship, Ronald is interested in 'Doctor Who', Murakami, 'The Mindy Project', and fried chicken. He is currently based in New York because he mistakenly studied philosophy in college and is now a "writer". Tweet @RonaldPBarba.

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