The Cadillac Escalade will serve as a taxi during the 2014 Detroit auto show.

Photo credit: GM
JAKE LINGEMAN

Cadillac, Uber partner to offer taxi rides

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Jake Lingeman is an associate editor at Autoweek, a sister publication of Automotive News.
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DETROIT -- Cadillac and taxi service Uber will be helping out journalists and visitors at the Detroit auto show. The app-based ride service will pick up attendees of the show in a 2014 Cadillac SRX or an Escalade, free of charge.

Rides will be limited to 15 minutes and will cover all areas of downtown Detroit, including Corktown, Midtown, New Center and others.

To request a ride, users need to open the Uber app on their smartphone, toggle to the right and select the Cadillac option, select a pickup location and tap "request."

Riders are encouraged to use Twitter and Instagram to record their rides and share their experiences with friends.

The Uber experience will run during the media and industry preview days as follows:

-- Sunday, Jan. 12, 5 a.m.-11:30 p.m.

-- Monday, Jan. 13, 6 a.m.-7:30 p.m.

-- Tuesday, Jan. 14, 6 a.m.-7:30 p.m.

-- Wednesday, Jan. 15, 11:30 a.m.-9:30 p.m.

-- Thursday, Jan. 16, 6:30 a.m.-9:30 p.m.

-- Friday, Jan. 17, 5:30 p.m.-1 a.m.

"Cadillac's partnership with Uber gives auto show attendees the opportunity to experience a new Cadillac vehicle," said Melody Lee, director, brand and reputation strategy for Global Cadillac. "Both Cadillac and Uber are known for remaking the rules when it comes to technology and service."

Uber has been in the news recently for lowering its prices below those of competing taxis in 16 different markets, including San Francisco, Seattle, LA, and Phoenix.

Outside of the Detroit auto show promotion, Uber will also offer new users $20 off their first Uber Detroit ride if they enter the promo code Cadillac.

Obviously, availability depends on how many people take advantage of the service. We'd guess they'll be pretty busy, especially with journalists not used to the city's lack of public transportation.

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