Uber to cut Wichita fares by 35 percent

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Ride-sharing service Uber is set to cut its fare rates in Wichita by 35 percent, according to a company spokeswoman.

Lauren Altmin said Friday that Uber plans to cut prices in the Wichita market, along with a number of other U.S. markets, in a seasonal, post-holidays move. In a news release, the company indicated that it also plans to reduce prices on a temporary basis in “several dozen” other U.S. markets, something it has done following the past two holiday seasons.

“Seasonality affects every business, and Uber is no exception,” Altmin said. “Now that January is here, people tend to hunker down at home, which typically means less demand for rides.”

Altmin said the move is basically a play to increase demand, adding that financial incentives and “guarantees” will be implemented for drivers in price-reduction markets to offset any potential lost income. Altmin said the changes will go into effect beginning at noon on Saturday.

Bryan Horwath: 316-269-6708, @bryan_horwath