I think it’s fair to say, 2017 wasn’t Uber’s best year. There were the legal battles, the tax issues, the sexual assault allegations, the battle for a London license, the exposed aggressive business practices, and the resignation of CEO Travis Kalanick.
‘Nightmare’ is being kind, ‘crisis’ is more accurate.
So perhaps it was in search of a distraction that Uber moved into trucking. Uber’s original plans were to offer a complete package of trucking technology including self-driving trucks and smartphone-based logistics services. However, when Uber Freight launched last spring, it was more of a brokerage service matching truckers with shippers.
Other things haven’t gone to plan either. Last February, Alphabet’s self-driving car division filed a lawsuit against Uber alleging sensor technology theft.
Away from the courts, Uber are confident about Uber Freight – claiming it won’t impact jobs in the way many expect it to. Uber will have to overcome many challenges within the trucking space. It is entering a complicated market and will have to work hard to change the dynamics of a well-established industry.
Time will tell, but until then I’m sure Uber will keep the trucking industry on its toes, driving technology and innovation forward.
How do you feel about Uber’s plans? Let us know in the comments.