The nation’s leading rideshare companies are offering promotions on Election Day to get voters to the polls that they hope will reel in new customers.
Tuesday, Zipcar will offer 7,000 of its vehicles nationwide free of charge to help customers get to polling places between 6 p.m. and 10 p.m. Existing customers and new ones can reserve the cars now, either online or through Zipcar’s mobile app.
Zipcar’s #DRIVEtheVOTE campaign could drive new membership and bring awareness to the markets where Zipcar operates. It also inspires goodwill among current users, according to Andrew Daley, vice president of marketing. "People are just appreciative that a brand would do that," he said in an interview Monday.
Lyft, the nation’s No. 2 ride-hailing company, is enticing customers to take its cars to the polls by offering a limited number of 45% discounts between 7 a.m. and 8 p.m., to commemorate the election of the 45th President. Lyft is capping the discount at $10, but new users can also use the promotional code NOVEMBER8TH to get $5 off their first 10 rides.
Uber's app reminds users it’s Election Day and includes an option to direct them to their local polling place. The ride-hailing behemoth isn’t offering wide discounts, but first-time users can use the promotional code VOTETODAY to shave $20 from their first ride.
Daley declined to disclose Zipcar's investment in the promotion but said, "it's the most substantial one we've done in three or four years." The company offered half-off rides to the polls on Election Day in 2012.