Uber Expands to Lower-Density Florida Coastline Despite Controversies

Uber is a big success story in the emerging shared economy, and its bold vision of removing one million cars from the road could improve how cities function while helping reduce carbon emissions. But Uber is drawing questions and complaints along the road to sustainability. Top issues include labor and trade practices, safety, and competition with the established taxi cab and limousine industry. Meanwhile, local governments are exploring how to regulate ride-sharing services, and dealing with opposing political tensions, namely the need to avoid alienating the traditional taxicab industry while also embracing innovation and promoting a range of transportation options. And last week the world was reminded of the dangers of a new, rapidly-growing industry when New Delhi banned Uber after one of its drivers was accused of raping a customer. 

Uber seems undeterred, however, and its latest expansion is noteworthy not just because it immediately follows the disturbing case in New Delhi, but because Brevard County, Florida is not as densely populated and compact as the typical Uber-city. By adding Brevard County, Uber's service area along Florida's central Atlantic coast now stretches 100 miles north and south of Cape Canaveral. Brevard County is Florida's 10th most populated, and it does not include a major metropolitan anchor city. The area does include dozens of tourist beaches, so this latest expansion could mean that Uber's popularity has reached a point where population density is not the only critical factor in determining whether an area can support ride share.

But Uber's general popularity is unquestionable. In less than five years, Uber has expanded to more than 220 cities in 52 countries. And the company's financial value is also speeding forward. A June 2014 valuation was listed at $18B, which some observers found eye-popping, while others argued it could have been more. And then last month another round of financing shot the figure upward to $40B, sparking more discussion about how high Uber's value will climb and what to expect if it goes public. Uber's trajectory and business practices have withstood industry titans and government agencies, and whether it continues to stomp on the gas pedal may ultimately be shaped by its shareholders.