Uber is lowering prices in over 100 U.S. and Canadian cities, effective tomorrow. January is a slower month for the car service and the company says it is reducing fares in order to increase demand. “Seasonality affects every business, and Uber is no exception,” said the company blog post.
Uber claims that the increased demand will offset the lower prices and that drivers will make more money. But if this doesn’t work out, Uber says its prices will go back up again. This is the third year that Uber has cut January fares for some cities. The company showcased Boston, DC and Los Angeles as examples of cities where past price cuts resulted in increased demand.