Uber will pay you $1,000 to ditch your car for five weeks

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Uber’s "One Less Car" Challenge: Can Ride-Hailing Really Convince People to Ditch Their Cars?

In a bold move aimed at reducing car dependence, Uber has announced the One Less Car trial, challenging 175 individuals across the US and Canada to abandon their personal vehicles for five weeks. The company, known for its ride-hailing services, is using this experiment to highlight the substantial costs and environmental impact associated with car ownership, while promoting alternative modes of transportation.

This isn’t just a catchy marketing gimmick; it’s a carefully crafted experiment designed to gather valuable data. Uber emphasizes its commitment to reducing traffic congestion and promoting healthier, more sustainable urban environments, even as their own services have been linked to increased traffic in some cities.

Inspired by Similar Trials

This initiative is modeled after a successful pilot program conducted in Australia in 2023, where Uber and the Behavioral Insights Team challenged participants to go car-free for four weeks. The Australian trial yielded encouraging results: participants reported a noticeable increase in their use of walking, biking, and public transportation, demonstrating the potential for shifting transportation habits.

The One Less Car Challenge Details

The North American trial is open to car owners in eight major cities: Los Angeles, Chicago, Washington, DC, Miami, San Francisco, Toronto, and Vancouver. Interested participants can sign up online, and Uber will select 30 people from each city to take part.

The trial, scheduled from July 22nd to August 25th, provides each participant with a $1,000 stipend to use for alternative transportation:

  • $500 Uber Cash: Redeemable for rides, Lime bike and scooter share
  • $200 voucher: For car rental or carshare
  • $300: For public transportation

The participants will also receive a one-month complimentary Uber One membership, providing perks like 6% Uber Cash back on rides and free delivery fees on food and groceries.

The Requirements

To qualify for the challenge, participants must be:

  • 18 years or older
  • Hold a driver’s license
  • Own a vehicle used more than three times per week
  • Possess a bank card
  • Be comfortable documenting their experience

The first week of the trial is designated as the "control period", where participants document their usual mobility patterns. This provides a baseline for comparing changes in transportation behavior over the following four weeks.

Uber’s Perspective: A Move Toward Sustainable Mobility

Uber’s intention behind the One Less Car trial is clear: to explore the possibilities of car-light living and inspire people to embrace more eco-friendly options. As Adam Gromis, Uber’s global head of sustainability policy, stated, "Many Uber riders tell us they want to live a more car-light lifestyle with a variety of ways to ride, including public transit, shared bikes and scooters, walking, and rideshare."

Previous Attempts: Lyft’s "Ditch with Lyft"

Uber is not the first company to experiment with car-free trials. In 2018, Lyft launched its "Ditch with Lyft" program, providing hundreds of participants across various cities with $550 in Lyft credits, bikeshare access, and other incentives to ditch their cars for a month. The program later transitioned to offering free Lyft rides to individuals who sold their cars through Carvana, demonstrating Lyft’s growing interest in promoting shared mobility alternatives.

The Australian Inspiration: Encouraging Results, but Not Without Cautions

Uber’s research in Australia provided insights into the success of car-free challenges. The Australian study highlighted the need to offer alternative transportation options, demonstrating that access to at least four different modes of transport is crucial for successful car abandonment. However, it also revealed that a significant percentage of participants (only three out of 58) indicated a willingness to sell their cars permanently and rely solely on alternative transport options "in the near future."

Challenges and Criticisms

While Uber’s One Less Car experiment presents a compelling case for encouraging sustainable mobility, it faces some challenges and criticisms:

  • Accessibility: The availability of diverse and reliable alternative transportation options, such as public transit, bike infrastructure, and carshare programs, varies significantly across cities. This disparity could hinder the success of the challenge in areas with limited transportation options.
  • Cost: While Uber offers a substantial stipend, car ownership costs vary considerably depending on the individual’s vehicle, driving habits, and location. The stipend might not be enough for all participants to fully compensate for their car-related expenses, potentially creating financial barriers.
  • Urban Planning: Despite Uber’s efforts to promote car-light cities, the company itself faces criticism for contributing to traffic congestion. The inherent nature of ride-hailing services, with drivers circling for passengers, can inadvertently exacerbate traffic problems.

Future Implications

The One Less Car trial holds significant implications for future developments in the transportation sector. The success or failure of this initiative will provide valuable data that can inform urban planning strategies, nudge individuals towards more sustainable mobility choices, and encourage further innovation in the transportation landscape.


Uber’s One Less Car challenge is a bold initiative aimed at tackling car reliance and promoting a greener, more sustainable urban future. Whether this trial succeeds in sparking a permanent shift in transportation habits remains to be seen. However, the insights generated from this experiment, coupled with the growing focus on sustainable mobility solutions, could potentially lead to more transformative changes in the way we travel. It begs the question: are we ready to leave our car keys behind and embrace the future of transportation?

Article Reference

David Green
David Green
David Green is a cultural analyst and technology writer who explores the fusion of tech, science, art, and culture. With a background in anthropology and digital media, David brings a unique perspective to his writing, examining how technology shapes and is shaped by human creativity and society.