Ride share company Lyft is entering the scooter arms race, marked by launching its scooter rental program in Denver on Thursday.

The company, which tries to differentiate itself from its competitors by stressing sustainability and social justice issues, is launching its two-wheeled vehicles later than its competitors. Early entrants into the scooter market moved stealthily into markets like San Francisco and Santa Monica, often before municipalities could craft regulation. As a result, cities like San Francisco responded with a ban, while making companies apply for permits for a pilot program.
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