Long Beach allows taxis to lower fares as they compete with Uber, Lyft

As reported by the L.A. Times:

Long Beach officials are pursuing a new strategy to resolve the growing rift between taxi drivers and ride-hailing services such as Uber and Lyft, becoming the nation’s first large city to relax restrictions on cabs, rather than increase regulation of their new competitors.

Removing requirements that taxi drivers say have put them at a competitive disadvantage, the City Council voted Tuesday to allow its exclusive cab franchise to rebrand itself, update the appearance of its fleet and offer variable, discounted fares, free rides and other price promotions to lure customers.

In addition to a new name (Yellow Long Beach) and a new Uber-like app (Ride Yellow), Long Beach Yellow Cab will repaint its traditional mustard-colored taxis a more vivid lemon. …

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