Lyft Launches Lux Line to Rival Uber Black

Lyft has launched new luxury ride services to rival Uber Black.

Called Lyft Lux and Lux SUV, the offerings will initially be available in Chicago, Los Angeles, New York, San Francisco and San Jose. Lyft plans to expand this rollout to 20 cities by the end of summer.

The Lux line is higher-end than Lyft’s Premier tier, which will continue to operate as normal.

“We’ve added two black car options—Lyft Lux and Lyft Lux SUV—so even when you’re dressed to the nines, Lyft offers a ride that suits your needs,” the company said in a statement today.

Lyft is hoping to gain marketshare amidst Uber’s myriad controversies this year, including intellectual property theft, a toxic corporate culture, and questionable efficiency tactics.