Lyft's new marker. Photo courtesy Paige Thelen /Lyft.
Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.
Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.

Out with the fur and in with the nightlife-friendly glow.

The ride-sharing company Lyft has upgraded its trademark pink moustache from its furry and plushy origins to a plastic, illuminated  “Glowstache.”

Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.
Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.

The Lyft car marker’s evolution into a smaller, glowy form will also mean its relocation from the car’s grill (which may have carried a overheating hazard according to Geekwire) to safer residence on the dashboard.

The upgrade launched Tuesday as part of the San Francisco-based company’s new marketing campaign for 2015.

Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.
Lyft’s new marker. Photo courtesy Paige Thelen /Lyft.

Founded in 2012, Lyft has often contended with local government regulation and disgruntled taxi companies. The company was recently subject to $500,000 in civil penalties, but less maligned for its cooperation than ride-sharing rival Uber in a lawsuit by District Attorney Jackie Lacey.

Lyft also released Tuesday an economic report by Harris Interactive breaking down a survey of 6,000 Lyft drivers and users.

Among the findings about Los Angeles:

  • Lyft passengers in Los Angeles and San Francisco saved over 1.5 million hours by using Lyft instead of their next best transportation option in 2014
  • Lyft passengers in LA and SF spent a total of $156M more on local bars, coffee shops, retail, etc. than they would have otherwise
  • In LA, 57% of drivers and 44% percent of drivers in San Francisco work in a creative profession
  • Lyft riders in LA spent on average $24 more per week, amounting to an estimated $76 million net gain in output for the LA economy.

Lyft operates in 60 cities,  in 29 states and D.C.

— Colleen Park, MyNewsLA.com

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