You can be on Entrepreneur’s cover!

Uber Competitor to Give Customers Up to $100 in Trip Credit for Surge Pricing Gett, the ridesharing underdog, is going after its larger competitors in the war to win the prized New York City market.

By Catherine Clifford

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Gett

Gett is either crazy or crazy ambitious.

The flat-fee ridesharing service is about to launch an aggressive campaign to win customers away from its larger rivals in the prized New York City market. Starting Nov. 10, the company will offer Uber and Lyft customers credit for future Gett rides equal to what those customers paid in surge pricing, up to $100 per customer.

The program, called "Surge Sucks," will only be available in New York.

To register for the fare credits, Uber or Lyft customers must sign up at SurgeSucks.com and then forward their email receipts showing their surge pricing charges to Gett. Credits will be rounded up to the nearest $5. For example, a $16 surge fee will be considered a $20 Gett credit.

Related: Uber Competitor Gett Adds New Delivery Categories in 32 Cities Around the World

Surge pricing -- a term that has been mostly associated with Uber but is the same concept as "Prime Time Fees" at Lyft -- refers to the practice of raising fare prices in times of higher demand. The strategy, which hasn't appeared to hurt either company in terms of its growth, has come under intense media scrutiny for being an example of companies squeezing consumers when they are at their most vulnerable. In response to the outrage, New York City government leaders are currently considering a bill that would make it illegal for ridesharing companies to ever charge more than 100 percent over normal prices.

Gett, which offers $10 flat rides in Manhattan, is seeking to capitalize on that furor by positioning itself as the anti-surge pricing, transparent alternative.

Related: Gett Is Playing Serious Hardball to Win Drivers From Uber

"Gett is committed to providing New Yorkers with affordable flat rates that they can rely on, no matter the weather, traffic, or demand," said Gett CEO Shahar Waiser in a statement.

While it's a bold move, Gett has a lot of ground to cover before it catches up to either Uber or Lyft. The London-based company's only American presence is in New York; its other markets are in the U.K., Russia and Israel. Lyft is U.S. only, but operates in 65-plus cities. Uber, the leader in the space, is in 64 countries.

Gett is also much smaller in terms from a funding perspective. According to Crunchbase, Gett has raised $207 million in venture funding, Lyft has raised a little over $1 billion and Uber has raised a whopping $8.2 billion. Uber is said to be in the process of raising another billion, with investors looking at a valuation of up to $70 billion.

Related: Uber Competitor Makes Aggressive Push in NYC With $10 Flat Fares
Catherine Clifford

Senior Entrepreneurship Writer at CNBC

Catherine Clifford is senior entrepreneurship writer at CNBC. She was formerly a senior writer at Entrepreneur.com, the small business reporter at CNNMoney and an assistant in the New York bureau for CNN. Clifford attended Columbia University where she earned a bachelor's degree. She lives in Brooklyn, N.Y. You can follow her on Twitter at @CatClifford.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Dad Started a Side Hustle to Save for His Daughter's College Fund — Then It Earned $1 Million and Caught Apple's Attention

In 2015, Greg Kerr, now owner of Alchemy Merch, was working as musician when he noticed a lucrative opportunity.

Business News

I Designed My Dream Home For Free With an AI Architect — Here's How It Works

The AI architect, Vitruvius, created three designs in minutes, complete with floor plans and pictures of the inside and outside of the house.

Marketing

What the C-Suite Needs to Know About the True Power of Earned Media

Through debunking common misconceptions and illustrating its impact across the marketing sales funnel, this article urges C-suite members to embrace earned media as a key driver of sustainable growth and brand influence.

Business News

Disney World, Disneyland Will Now 'Permanently' Ban Guests Who Tell This Lie to Skip Lines

The company rolled out changes to its Disability Access Services earlier this week.

Business News

Adobe's Firefly Image Generator Was Partially Trained on AI Images From Midjourney, Other Rivals

Adobe gave bonus payments to people who contributed to the Adobe Stock database to train its AI, even those who submitted AI-generated images.

Business Ideas

7 Link-Building Tactics You Need to Know to Skyrocket Your Website's Rankings

An essential component of SEO, link building is not just a 'Set them and forget them' proposition, but a dance of skills and strategies.