Ride-hailing app Lyft has consigned its grill-mounted fluffy pink moustaches to the history books in favour of a small luminous ‘Glowstache’.
The ‘Carstache’ branding, which is used to identify Lyft drivers, has been replaced with a plastic ‘Glowstache’ (pictured) which attaches to the driver’s dashboard.
On the new branding, John Zimmer, president of Lyft, told Wired: “It was this big giant fuzzy thing, if you were going to an important business meeting, it might not be the best way to roll up.
“The reality is, people were using it less and less. When people did use it, the thing wasn’t always sending the best message about the company itself. A lot of times you’d see people driving around and it was cockeyed, or matted, or windblown.”
Instead the firm has rolled out the glowstache which Zimmer claimed is “more modern, more fresh, and also more acceptable for everyone”.
Rival Uber previously used the pink moustache as a point of contention with its “shave the stache” campaign urging for Lyft drivers to turncoat.
— Edith Yeung (@edithyeung) May 24, 2013
The rivalry runs deeper however with Uber chief executive Travis Kalanick admitting he lobbied fundraisers to snub app rival Lyft during its May 2014 fundraiser.