Uride will launch across smaller cities in B.C. by the end of the 2019, their CEO says. (Black Press Media)

New ride-hailing company to launch in smaller B.C. cities

The Thunder Bay-based company is currently looking for drivers

A new ride-hailing company is coming to B.C. communities left behind by the bigger players – but not Metro Vancouver.

Uride founder and CEO Cody Ruberto said the company has submitted an application to operate in all parts of the province, but will be focusing on smaller communities for now.

The Thunder Bay-based company is currently looking for drivers in Victoria, Nanaimo, Kamloops, Kelowna and Prince George.

“We’re keeping an eye on Metro Vancouver but we’re currently running ads in those cities,” Cody Ruberto said.

Ruberto said he got the idea when he saw people in his hometown of Thunder Bay get left behind by ride-hailing.

“I would see people stranded with no rides, sometimes in -30 C weather,” he told Black Press Media by phone Thursday.

“I really wanted to solve this problem for Thunder Bay.”

READ MORE: B.C. sets rules for ride hailing, same minimum fee as taxis

Uride proved successful in Thunder Bay and Ruberto said soon other smaller communities were reaching out. Currently, the company operates throughout Ontario and in Winnipeg. It’s also looking to start operating in Saskatchewan.

Ruberto said the company’s aim is to curb impaired driving, especially in smaller cities where public transit isn’t always sufficient and taxis remain expensive.

He said teamwork is the key to making ride-hailing work in the small communities that giants like Uber and Lyft have passed by.

“Our drivers actually know each other and they all talk,” Ruberto said.

“We warn them in advance whenever theres a big night coming up.”

Although Uber and Lyft have expressed disappointment with B.C.’s Class 4 licensing requirement for ride-hailing, Ruberto said he’s not worried.

“We trust whatever the government has set,” he said.

“Just from speaking to our driver recruitment team, it hasn’t been that much of an issue”

Ruberto said he hopes to have Uride up and running in B.C. before the end of the year.

READ MORE: New ride-hailing app says it will operate across B.C.

READ MORE: Transportation minister outlines ‘widespread concerns’ about ride-hailing in B.C.

READ MORE: Nine Vancouver-area taxi companies ask B.C. Supreme Court to quash ride-hailing rules


@katslepian

katya.slepian@bpdigital.ca

Like us on Facebook and follow us on Twitter.

Just Posted

Port Alberni Fire Department to be featured on Discovery Channel

Second season of Hellfire Heroes premieres Oct. 22

Port Alberni’s newest street gets Nuu-chah-nulth name

Process prompts review of pre-approved names

EJ Dunn Elementary School celebrates playground

MLA Scott Fraser cuts official ribbon, climbs with kids at Port Alberni play space

Port Alberni students meet federal NDP leader Jagmeet Singh at rally

Singh posts trending video to TikTok, says reaching youth on their level is important

VIDEO: Saanich resident shocked when trespasser licks security camera, rummages through mail

‘I found the situation really bizarre,’ said the Gordon Head resident

Alberta man pleads guilty, fined for hunting without a licence in North Island

It’s the responsibility of each hunter or angler to know whether they are considered a B.C. Resident.

B.C. mayor apologizes for removal of Queen’s portrait from council chambers

‘I prefer to be inclusive of the many aspects of our history’

Alcohol a possible factor in crash that killed 17-year-old girl near Williams Lake

A pickup truck left the road and rolled over on Highway 20 on the weekend

Rare bird spotted in Victoria draws enthusiasts from across the continent

It’s the first time a yellow-browed warbler has been reported on the mainland of North America

B.C. woman must pay $1,000 after unleashed dog bites another

Owner should never have left Bibi unattended, tribunal member wrote

Climate activist Greta Thunberg’s mural defaced in Edmonton

The eyes on the portrait were blacked out

App designed to help cut waste and grocery bills

Food security advocates say addressing poverty is ultimate key

Report suggests new BC Ferries terminal near YVR

Metro Vancouver currently has two ferry terminals at northern and southern reaches

Most Read