US tech giant Uber has reportedly invested more than US$500 million in Mexico since setting foot in the country five years ago.
According to a report by Reuters, this massive figure includes “contributions to government-run mobility funds, “social responsibility” projects and unspecified security spending”, it said, citing the company’s comments.
Competition is hot in the global ride-hailing business, as rivals Didi Chuxing have been closing in on Uber’s territory around the world, with Mexico being Ground Zero for some key battles between the providers.
Mexico still remains one of Uber’s best markets — fourth biggest in terms of rides — so the company has plans to remodel its Mexican support centers,as well as activating a tipping option for passengers who enjoyed the ride.
While the company operates in 21 states, the remaining states have been unwelcoming to Uber and its competitors, primarily due to intense backlash from taxi drivers.
Even so, the company plans to expand to expand to 10 new cities to consolidate and strengthen its presence in Mexico, growing its driver count to 500,000 by the end of the year.
In 2016, the company pulled an interesting marketing stunt in Mexico for Uber Pool by hovering drones over drivers stuck in traffic. The drones carried signs with passive-aggressive marketing slogans, saying things like “Driving by yourself?” and, in reference to the pollution caused by excessive traffic, “This is why you can never see the volcanoes.”