It's heatin' up out there folks.

It's a buyer's market for commuters in the Bay Area, where start-ups Uber, SideCar, and Lyft compete with traditional taxi companies to give harried San Franciscans a ride to work.

But it's not all fun and games: where competition goes, so negative advertising must follow.

Not content to let the service speak for itself, Uber has released a series of advertisements urging area residents to "shave the 'stache," a reference to Lyft's iconic pink mustache.

Uber CEO Travis Kalanick responded defensively:

Earlier, Matthew Ernest, who drives the DiscoLYFT car, shared a photo of the anti-Lyft ad and retorted: "I’m proud to be a part of a community with a bit more tact in their marketing and recruiting. #lyftLOVE #UBERfail." Ernest's post now seems to have been deleted.

No word yet on how or whether SideCar plans to enter the fray.

About the Author

Most Popular

  1. A Vancouver house designed in a modern style
    POV

    How Cities Get 'Granny Flats' Wrong

    A Vancouver designer says North American cities need bolder policies to realize the potential of accessory dwellings.

  2. Transportation

    Are Electric Vehicles About to Hit a Roadblock?

    With the EV tax credit on the chopping block and Tesla experiencing production delays, dreams of an electric future might prove elusive in the U.S.

  3. A scene from Hey Arnold! is pictured.
    Life

    Even Hey Arnold's Neighborhood Is Gentrifying Now

    Series creator Craig Bartlett explains how he built the cartoon city that every ‘90s kid dreamed of living in.

  4. Transportation

    Avoiding Thanksgiving Traffic, With Science

    Find the best times (and modes!) to get to dinner this record-breaking holiday weekend.

  5. An autonomous vehicle drives on a race track in California.
    Equity

    Driverless Cars Won’t Save Us

    In fact, they’ll do the opposite of what techno-optimists hope, and worsen—not ease—inequality.