UberX announced Wednesday it will begin offering in Denver and Boulder a new high-end service that will give patrons the option of riding in brands like BMW, Lexus and Mercedes.
The new service, called UberSELECT, will cost roughly double what a ride on the company’s UberX platform runs.
Uber said the cost of UberSELECT should be comparable to that of a taxi but will have what it calls “a touch of luxury.”
The service will be a part of the UberX family, whose drivers operate their own vehicles and are not subject to the same license requirements as taxi or livery drivers.
UberSELECT has been rolled out in cities across the country, . So far, the interest in the new service has been spreading fast.
The company says a few hundred drivers have already signed up to be a part of UberSELECT in the state.
“It’s a market that’s ready for it,” said Will McCollum, general manager of Uber Colorado.
Jesse Paul: 303-954-1733, jpaul@denverpost.com or twitter.com/JesseAPaul
