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

Town of Port McNeill’s financial statements are in, and the numbers might surprise you

One resident asked why CIBC bank charges (Fiscal Expense) were $15,000 higher than the previous year

OPINION: A Kayaker’s Paradise with no Kayaks

A kayak rental would greatly bolster tourism in Port Alice.

Bradshaw’s Photo Highlight: A bird and some otters

Here’s two pictures I took while out in my skiff just cruising around the inlet enjoying the weather.

B.C. salmon farm inspection deal reached with Indigenous people

Monitoring to determine if any Broughton region farms stay open

Union says mediated negotiation with WFP has been ‘disappointing’

Striking forestry workers have been on picket lines since Canada Day

PHOTOS: Young protesters in B.C. and beyond demand climate change action

Many demonstaers were kids and teens who skipped school to take part

Walmart to quit selling e-cigarettes amid vaping backlash

U.S.’s largest retailer points to ‘growing’ complications in federal, state and local regulations

Former B.C. lifeguard gets house arrest for possession of child porn

Cees Vanderniet of Grand Forks will serve six months of house arrest, then two years’ probation

Crown alleges resentment of ex-wife drove Oak Bay father to kill his daughters

Patrick Weir alleged in his closing arguments that Andrew Berry is responsible for the deaths of his daughters

‘I’d do it again,’ says B.C. man who swam naked, drunk in Toronto shark tank

David Weaver, of Nelson, was drunk when he went to Ripley’s Aquarium in Toronto on Oct. 12 2018

How to react to Trudeau’s racist photos? With humility, B.C. prof says

‘We are now treating racism as a crime that you cannot recover from’

Victoria man spots online photo of his totem pole 11 years after it was stolen

Mark Trueman restored the pole himself before it was stolen off of his property in Duncan

VIDEO: Fire destroys Williams Lake strip club targeted by past arson attempts

Diamonds and Dust Entertainment Lounge destroyed by fire, as well as New World Tea and Coffee House

Trudeau seeks meeting with Singh to apologize for blackface, brownface photos

‘I will be apologizing to him personally as a racialized Canadian,’ Trudeau said Friday

Most Read