Goodbye to a brand is always sad, regardless of whether it has lived for a few years, the truth is each and every one of them manages to connect with, at least, a group of consumers who will miss not enjoying more than x products or services. Without a doubt this is the process that is lived with Jump, which gradually comes out of the market.
Just a few weeks that Uber confirmed that it would focus its efforts on the alliance with Lime and that the orange electric bicycles would begin to be withdrawn, today the fate of part of that flotilla is known.
A new future
It was in early May that we announced that Uber, along with other companies, he led a capital injection for $ 170 million in the micro-mobility company for electric bicycles and scooters, an agreement that would make the collaboration between the two brands closer, and that would also include the disappearance and dismissal of most of Jump’s staff.
Well, part of this process also considered that Lime would keep part of the assets of the orange brand, but certainly some 20 thousand electric bikes they were without a defined destination.
Today it is known that they were destroyed. Through some videos shared on social networks, it was learned that the vehicles were taken to recycling centers to separate short elements that can be used in other products, such as batteries, metal and tires.
What seems like a strategic mistake on the part of Uber, has an explanation that supports the reason for the decision.
“As part of our recent agreement, Lime took possession of tens of thousands of new Jump bikes and scooters. We explored the possibility of donating the remaining older model bikes, but due to many major issues including maintenance, liability, safety concerns, and lack of quality consumer loading equipment, we decided the best approach was recycle them responsibly, ”an Uber spokesperson explained in a statement cited by Fast Company.
Heard the decision may lie with @limebike instead of @JUMPbyUber. Maybe someone has a contact that can see value in a better outcome? Keep the message going! #CreateChange #SenselessWaste #BikesForKids 👧👦 pic.twitter.com/TeMIpQ1hi3
– Cris Moffitt (@CrisMoffitt) May 27, 2020
Goodbye to a brand
After the decision to bet on Lime and Jump disappear, the scooters and electric bicycles of this second brand were withdrawn from different markets, a day after this announced the lifting of the vehicles began in Mexico City, for example, a market in e days later the withdrawal of service would be announced, less than a year after arriving.
Although many of these units began to be deployed by Lime, much of that equipment would be discontinued, so it was likely that it cost Uber more money to keep them than to give them a destination such as dismantling and recovering some recyclable parts.
The goal of the San Francisco, California company is to focus capital, technology and human resources on market segments with the greatest growth potential and, in addition to Uber Eats, it is clear that they are targeting micro-mobility.
This was how Khosrowshahi let him see on more than one occasion highlighting that micro-mobility will be key in the future. In this sense, its users and the population of the cities where Jump came to have a presence may begin to forget the brand, but surely they will see a greater presence of Lime in return.
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