uberfamily

Uber launches kid-friendly car service Uber Family

When you think of the transportation app Uber, the first thing that comes to mind is definitely not babies. But the company known for its over-the-top promotions is celebrating Mother’s Day with the New York launch of Uber Family: Rides that arrive with car seats to keep your kid safe.

Uber Family is a version of ride-sharing service UberX with similar rates, but tacks on an additional $10 surcharge for the car seat (which makes the $1 Safe Rides fee on UberX look like chump change). That surcharge is waved over Mother’s Day weekend, thanks to Uber’s partnership with Care.com. You can apply the promotion in the Uber app—just select Promotions and enter the promo code ‘Family’ to view available Family drivers.

uberfamily ios

Access Uber Family in the Uber app's Promotions tab.

The service is currently only available in Manhattan below 110th Street and in parts of Brooklyn—limited, Uber said, by its need to train drivers. Uber worked with a noted car seat expert (yes, there is such a thing) to train its top-rated UberX drivers on car seat installation, but you’ll have to buckle the kid in by yourself. Uber put together a whole video tutorial to get you started.

This is Uber’s second specialty launch in Manhattan in recent weeks, following on the heels of the Uber Rush courier service rollout. Uber tends to use New York as a testing ground for niche services, though the company is also launching a new UberXL service in Boston and Chicago this week for riders looking for larger vehicles without the high price tag of UberSUV.

With its kid-friendly car service, Uber is targeting a new market: busy parents. They might not depend on Uber as much as Manhattan’s Wall Street and fashion types, but in a pinch, Uber Family sounds like a more convenient (if pricier) option than struggling with a stroller on a packed subway car.

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