RIDE-HAILING firm Uber has finally launched its new membership programme in the UK this morning, as the company makes its grand push into subscriptions.

Uber One will bring together discounted rides and delivery services for £5.99 per month or a yearly fee of £59.99. The subscription will also offer member-only upgrades, as well as access to perks on food and rides.

The fresh offering for Brits follows a successful launch in 18 markets globally, including the US, Mexico and Germany.

Head of membership at Uber Awaneesh Verma called Uber One a "fantastic opportunity for customers to save money with Uber".

However, head of TMT Research at Mirabaud Neil Campling told City A.M. that "subscription fatigue" and rival offerings may make Uber One a difficult sell for the US firm.

"Loyalty programmes are common place and not unique," he said, citing Deliveroo Plus as well as the Lyft Pink service launched in the US in 2019.

(c) 2022 City A.M., source Newspaper