When Uber first launched in San Francisco in 2010, it was considered a luxury brand — and not just because your driver picked you up in a sleek Black Car. To many locals, the whole idea of a smart and efficient way to get around the city seemed unattainable and out of reach, like two World Series wins in three years or the Bay Bridge suddenly becoming the prettier one.

… Things change. We’re in 35 cities now, and the launch of our eco-friendly uberX option last July made Uber a more affordable choice for everyone. But what would happen if uberX were actually cheaper than a taxi? What would it mean for your daily routine if you could get a premium experience without paying any premium at all?

Effective today, uberX prices are 10 percent lower than taxi prices. You can take it to work. You can take it to get groceries. You can take it to the club. When that uniquely Uber combination of reliability, convenience, and luxury comes at less than the price of a cab, you can take it anywhere, because it’s the only transportation option you need.

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uberX at cheaper-than-taxi pricing means never, ever waiting for a bus in the rain or walking alone at night. It means $8 from FiDi to AT&T Park, $15 from the Marina to the Mission, and $50 from North Beach to SFO. It means a single, cost-effective solution for dependable pickups in minutes, 24 hours a day, all over the Bay.

It’s like a taxi — only quicker, cleaner, and a little bit magical.

We’ve come a long way, and we couldn’t have done it without you in the backseat. Thanks for riding.