Starting today, Uber riders in Chicago will have the option to ride in luxury vehicles by the likes of BMW, Lexus and Mercedes. The company's new uberSELECT program will offer rates comparable to a city taxi with the added luxury of a fancy car that few people can afford.
The new option is almost twice as expensive as UberX, but is still significantly cheaper than the suit-wearing chauffeurs of UberBlack. The program looks to be an attempt to attract riders who are turned off by the crusty back seat of a random person's Toyota Camry.
Last month, taxi drivers protested in the Loop after the city granted Uber a transportation network provider license, and uberSELECT looks to be a slight twisting of the knife.
City cabs might be able to offer a better ride than UberX, but you'll never be able to hail a Benz for a cruise down Lake Shore Drive.