Uber started as a way to book black cars. Founded as UberCab by Garrett Camp and Travis Kalanick, it launched in San Francisco in 2010, letting users summon a licensed black town car with a smartphone tap. It entered New York in 2011 by working with TLC-licensed black car drivers and bases. Only later did it introduce cheaper services like UberX, which used ordinary cars. Uber Black remains its premium tier — a reminder that the app revolution grew out of the black car industry.

At a glance
Founded 2009 (as UberCab)
Launch San Francisco, 2010
Original service On-demand black town cars
New York launch 2011, via licensed black car drivers
Mass-market service UberX, from 2012

The idea

Camp reportedly came up with the idea after struggling to find taxis in San Francisco. The concept was simple: combine GPS, smartphones and licensed black car drivers who had free time between pre-booked jobs.

From UberCab to Uber

Regulators objected to the word “cab” because the company was not a licensed taxi service, and it became simply Uber in 2010.

Entering New York

In New York, Uber worked within the existing black car regulatory framework: drivers and vehicles were TLC-licensed and affiliated with a licensed base. Its growth later transformed the city’s for-hire market and led to new regulations. Read the history of black car service in NYC and the NYC TLC.

What it changed

  • On-demand booking replaced phone dispatch for many trips.
  • Dynamic pricing (“surge”) appeared at busy times.
  • Traditional taxis and medallions suffered sharp declines.

Pre-booked black car service today

Pre-booked chauffeured service remains distinct from app-based ride-hail: a fixed quote, a specific chauffeur, flight tracking and consistent vehicles. Read black car vs Uber Black in NYC and fixed vs surge pricing.