Ride-hailing company Lyft has shaved its famous brand mustache, instead putting its physical branding hopes upon a LED sign called ‘AMP’.
The company claims that the sign will display text such as passenger names and can shine a user-requested colour to aid pickups.
The Amp is a pill-shaped Bluetooth sign which, according to the company, creates a “new line of communication” between drivers and passengers.
It wasn't so long ago the company updated the car-mounted fluffy mustaches to the glow in the dark Glowstache - which is now being retired.
Lyft said in a statement: “The first in-car communications device of its kind, Amp makes it even easier for passengers and drivers to find each other, and adds an extra layer of safety. Amp will officially hit the road on New Year's Eve in cities across America.”
Underlining the move are four TV spots, these cast shade upon a certain unnamed rival. Watch them below.