BLACK VOICES

Uber’s Convenient Racial Politics

 

Six years ago, when Uber first came on the scene with its sleek black cars, the company was selling upper-middle-class customers a vision of luxury, telling them that even the not-quite-rich could have private cars. As Uber’s CEO, Travis Kalanick, put it, “When we started in San Francisco, it was a lifestyle play. We wanted to push a button and get a ride…we just wanted to be baller in SF.”

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