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January 9, 2015

Uber cuts prices in 48 US cities

The firm will also guarantee driver wages in every city where it is cutting prices.

By Amy-Jo Crowley

Uber has announced plans to slash prices for its taxi journeys in 48 cities across the US.

The discounts will apply to cities including Denver, Cincinnati, San Diego and Atlanta, which haven’t yet benefited from the lower prices.

"In the past, Uber has implemented price cuts without a guarantee for drivers. However, this time around, we’re trying a new approach," Uber said in a blog post.

"We’re so confident in the earnings gains drivers will see that we’re making earnings guarantees in every city where we’re cutting prices. We feel that it is important for drivers to have this kind of certainty and comfort going into a price cut."

The San Francisco-based company, which is present in more than 140 cities in North America, added that the percentage of the price cuts will vary depending on the market.

The move comes as the controversial app faces numerous regulatory challenges around the world, as taxi firms and governments struggle to deal with the cheaper car service.

Most recently, China’s Ministry of Transport banned private cars from offering cab services via apps.

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The app is also facing legal challenges in Spain, Germany and Brussels, while five out of six Uber bases in New York were suspended earlier this week.

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