The potential for adoption is promising, but Luxe does have a few barriers that may slow the process. Namely, the Drive Home service will cost $25 for the initial pick up then $3 per mile. Depending on how price sensitive the target audience is, drivers may decide to drive drunk rather than pay that fee. According to CEO Curtis Lee, this price may decrease with time. Additionally, what if a user is too drunk to use the app? Can Luxe enable a partner mode functionality so a friend can ensure they get home safely?
So what, if any, impact will this have on reducing incidents of drunk driving? Well if a recent report by Mothers Against Drunk Driving (MADD) and Uber is any indication, the increased availability of reliable transportation options (such as ride-sharing services) lead people to make safer choices. According to the report’s findings, 78% of residents surveyed in Chicago said that friends were less likely to drive drunk after Uber arrived in their city. In California, the report’s findings uncovered that monthly alcohol-related crashes decreased by 6.5% (or 59.21 per month) among drivers under 30 following the launch of uberX ride-sharing in California in markets where Uber operates.
Only time will tell what impact Luxe will have on reducing drunk driving. It’s clear that Uber has given drivers a viable alternative to driving if they are headed for a night out. Drive Home will make it possible for people who have already driven to think twice about driving themselves home.