Basically, that’s what Uber could be facing if it faces the worst-case scenario as a result of these legal proceedings.
What’s even stranger is that not too long ago in 2013, Google and Uber were looking like they were going to march hand-in-hand into the autonomous car future as allies, not mortal enemies. Google invested $258.0 million in Uber back in 2013; quite a departure from their current relationship. (Source: “The inside story of the rise and rise of Uber,” TechCrunch, February 7, 2017.)
First you have the issue of duplication. While Uber was first in the market to popularize ride-sharing as an app (and has benefited greatly due to that initiative), competitors like Lyft are increasingly making a claim on Uber’s market share. And, all things being equal, if consumers are faced with a choice between the vilified Uber or the more personable Lyft, it’s not hard to imagine who they’ll be hailing. (Source: “Uber’s books still top secret, but its biggest weakness isn’t,” CNBC, June 8, 2016.)