Lyft launches a new membership programme called Lyft Pink

Lyft believes that cities should be built for and around people, not cars — that means fundamentally changing the way people think about getting around their cities.

The ride-hailing platform wants people to shift from personal car ownership and move society toward transportation as a service.

To this effect the company has launched Lyft Pink. Lyft Pink is a new membership programme that offers an elevated Lyft experience with preferred pricing to enable riders to unlock all their city has to offer. or $19.99 per month, Lyft Pink riders will lock in 15% savings on all car rides, priority airport pickups, surprise offers, relaxed cancellations, and more.

The new programme offers released cancellations where the company will cover three cancel fees per month. Subscribed customers will also get seasonal discounts and exclusive savings. The members of the programme will also be able to avail 3 free 30-minute bike or scooter rides per month in select markets.

Lyft Pink is available for riders who take 2-3 rides per week or more and who are looking to make the most of their time and money.