Uber announces Richmond fare reduction to help fight ‘January blues’

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The logo for the ride sharing service Uber, stylized on a gray background.

RICHMOND, Va. – Uber is implementing a seasonal price change to help fight the January blues and save passengers some green.

In January, drivers usually make lower earnings due to a post-holiday slowdown that keeps people at home, according to the company.

The company implemented seasonal price changes in several dozen markets across the U.S. in 2015, and 2014, to boost demand.

The company said that the extra demand results in more business for drivers, making up for the price cut.

UberX and UberXL prices will be reduced by 15%.

“We’re so confident in the earnings gains drivers will see that we’re making guarantees in every city where we’re cutting prices,” a representative said, through email. “While demand picks up, we’re running 24/7 incentives to put drivers at ease.”

If drivers aren’t busier, prices will go back up again, Uber said.

Driver earnings in cities where prices have been cut three years in a row continue to rise year after year.

In the cities where price cuts didn’t work, Uber reverted back, they said.

Uber made the announcement just days after cities around the country experienced skyrocketing prices on New Year’s Eve.