Lyft deletes tone-deaf ad after furious backlash

Rideshare service, Lyft, is under fire after deleting a tone-deaf advertisement offering New York City riders a reimbursement on the city's new controversial congestion fee it reportedly lobbied for. 

On January 5th, New York became the first city in the nation to institute a fee for cars entering the central business district, quite to the dismay of many Big Apple and metro residents.

Lyft took the new policy as an opportunity to launch an ad campaign, heroically offering relief from the fee. 

However, the ad was immediately inundated with furious comments, highlighting the ride share app's own role in advocating for the congestion fees. 

In a now-deleted ad, the company showed the POV of a person riding in a back of a car through the city with an on-screen caption reading: 'We're here for you, New Yorkers. 

'And through the end of January, we're crediting back the city's new congestion fee on every ride.'

The ad was swiftly removed from the Lyft Tiktok account after the negative responses kept pouring in. 

For those traveling by Lyft or Uber, a new $1.50 congestion surcharge - in addition the existing $2.75 fee that already goes to the MTA - will be added to rides that enter the Central Business District (CBD), which covers roughly half of Manhattan. 

Throughout January, the pink rideshare company is offering its riders a reimbursement of the $1.50 charge that can be used toward another Lyft ride or Citi Bike trip, according to the company. The credit is only good for one week. 

For Ubers and Lyfts to recoup the $9 congestion daily fee, drivers would only need to perform six rides a day in the zone - 12 for taxis, whose passengers only pay a $0.75 fee per ride through the CBD. 

Despite the small number of rides needed, each ride through the CBD for taxis and other rideshares will be charged the additional fee - quite to the fury of riders who feel betrayed by the companies. 

Uber and Lyft reportedly lobbied government officials heavily to enact congestion pricing, as they are set to make millions, according to the New York Post. 

The prices to rent a Citi Bike - which is owned by Lyft - also rose on Monday - the fourth year in a row the company has increased its rates. Bikes are not subject to the congestion fee. 

'Read this as: We will be taking $1.50 more from the driver's pockets,' one angry X user wrote. 'Also, don't forget that Lyft, Uber and other TNC's [Transportation Network Company] lobbied for this.' 

Another argued the January reimbursement is only going to 'keep those roads clogged, Lyft.' 

'Often missed in the Congestion Pricing plan is that Lyft and Uber get in FREE,' another argued. 

'Only $1.50 paid by passenger. This plan isn't about traffic, or limiting cars, it's about eliminating private car ownership, and handing the streets over to the apps.' 

A fourth claimed: 'They're directly responsible for over 60k additional cars per day in the city that simply didn't exist 10 years ago, and yet their drivers can come and go as they please waiting for fares at no charge. It's ridiculous.'

A fifth wrote: 'And Uber and Lyft lobbied for the congestion tax because they believe it will force more people to use their services. It's a prime - and disgusting - example of crony capitalism.' 

Despite the company's decision to remove the ad in question, Lyft has not given up on the campaign altogether - it is still advertising the promotion on their social media, claiming they have the 'remedy' to congestion pricing. 

In another video, it encourages riders to use their service again by using the credits they receive through the reimbursement, which directly contradicts what the congestion fee is suppose to help promote - the use of public transit. 

'Our goal isn’t to undercut the City’s efforts to reduce congestion, and funding public transportation is a good thing,' it said in a press release. 

'But when we put ourselves in riders’ shoes, we also understand it’s grown more and more expensive to live in and visit NYC, so we consider this a small gesture to help people adjust to another new expense - even as we work to reduce the overall cost of rides.'

The company also claimed in the statement that it lobbied for those living below 96th Street in Manhattan to not be charged the additional congestion fee as they already pay the $2.75 fee. 

'New Yorkers of all incomes rely on rideshare for commutes, job interviews, doctors’ appointments, and other important trips,' it said in a press release. 

'But rides in NYC are among the most expensive in the country, partially due to all the government-imposed taxes and fees riders have to pay before even stepping into a vehicle.

'Call it one small step towards our New Year’s resolution to help make rideshare in NYC more affordable.' 

On top of the congestion fee - which is supposed to help repair NYC's public transit system - MTA prices are also expected to rise prices from $2.90 to $3 per ride come August.