Uber, the world's largest transportation platform, has taken a strategic and very intelligent step: collaborating with all companies that offer autonomous taxis to integrate them into its own app. Instead of continuing to invest in developing its own driverless vehicles, Uber has changed course. And it has done so with a clear vision: to leverage its main strength, which is none other than its immense user base.
Today, millions of people use the Uber app in hundreds of cities around the world. Many of them order not only a car with a driver, but also food through Uber Eats, or packages with Uber Direct. But Uber's great leap into the future comes with autonomous vehicles.
Years ago, this company attempted to develop its own driverless taxis. It invested billions of dollars in the project, but the results were not as expected. Technical problems, accidents, and fierce competition forced the company to abandon that path.
However, Uber didn't give up on the idea. It just changed its strategy. Instead of manufacturing its own cars, it began seeking partnerships with technology companies that are already operating autonomous taxis.
The goal? To enable its users to choose between a traditional ride with a driver or one with an autonomous vehicle, all from the same app.
A clear example of this new strategy is being seen in Atlanta and Austin, two cities where Uber users can now request a self-driving car from Waymo, the self-driving car company owned by Alphabet (Google's parent company).
In these cases, Uber isn't competing with Waymo. It's collaborating. Waymo provides the cars, Uber provides the customers. And both win.
This contrasts with what happens in cities like San Francisco, where Waymo operates on its own, competing directly with Uber. In fact, it has already managed to capture approximately a third of all urban trips, demonstrating the potential of this technology.
A smart move: Collaboration and Competition at the same time
This hybrid model, which combines collaboration with competition, is especially advantageous for Uber. It doesn't need to take the high risk of developing its own autonomous technology. Instead, it relies on companies that already have it ready.
And most importantly: Uber becomes the major gateway for autonomous taxis to the mass market. Why? Because it has what many have yet to achieve: millions of active and loyal users, accustomed to using its app daily.
Uber's vision is not limited to the United States. The company's CEO, Dara Khosrowshahi, has already confirmed his intention to expand this model to other regions of the world.
One of the most striking alliances is the one it has signed with Baidu, the Chinese company that already operates autonomous taxis in several cities in the Asian giant, and with which it aims to access other Chinese cities and the rest of the world.
Agreements are also being explored in countries like the United Arab Emirates, where autonomous technology is advancing rapidly.
With these moves, Uber is positioning itself as a global platform for autonomous mobility, without the need to be a vehicle manufacturer, and without the financial risk that this entails.
The great advantage of this model is that the customer chooses. If they want a car with a driver, they have one. If they want to experiment with an autonomous taxi, they can do that too. All from an app they already know and trust.
This approach reduces the initial fear that many people have about driverless cars, since they are not forced to use them, but rather are offered as an option. Furthermore, since it is integrated into the same app, the process is just as simple as ordering a traditional Uber.
From a business perspective, I think Uber's strategy is brilliant. It leverages its great competitive advantage—its user base—to enter an emerging market without taking on the enormous financial risks of developing its own technology.
If autonomous taxis succeed, Uber will already be there, ready to capitalize on that opportunity. If they don't, its traditional business model still works.
Is the autonomous taxi revolution near?
Although we've been hearing for years that self-driving cars are "just around the corner," the truth is that their implementation remains slow and uneven.
Technological advances are there. But regulatory challenges, operating costs, and public acceptance mean that expansion is more gradual than many expected.
Even so, the path seems set. The most technologically innovative cities are already seeing self-driving cars become part of the urban landscape. And with Uber's entry into this equation, mass adoption could accelerate.
Uber doesn't want to reinvent the wheel; it wants to be the highway on which all cars, including self-driving ones, roll. Its third-party integration strategy allows it to be at the center of a revolution without assuming all the risks. A smart, flexible, and forward-looking bet. Will Uber be the leader in autonomous transportation without owning a single car?
It's a serious possibility that time will reveal.
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