• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem

1

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock

2

OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation

3

Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
Uber Technologies

Uber’s CEO Launched a Charm Offensive to Win Over London

By
Bloomberg
Bloomberg
Down Arrow Button Icon
By
Bloomberg
Bloomberg
Down Arrow Button Icon
June 26, 2018, 4:04 PM ET
Add Fortune on Google for similar content.

London’s 45,000 Uber drivers can breathe a sigh of relief after a judge in London granted the ride-hailing company a 15-month probationary license to keep operating in the city. Dara Khosrowshahi, the company’s chief executive officer, might also have cause to celebrate.

The Tuesday ruling was a legal and public-relations victory for the newish CEO who took charge of the company last year as it was already reeling from multiple scandals and headlines of the unflattering kind. Within weeks, he was confronted with yet more bad news when London’s transit regulator said it wouldn’t renew the startup’s operating license in the city. His flight to London soon after was both a diplomatic mission and the beginning of a test to prove he was the right person to salvage the scandal-drenched business.

“Such a young business has suffered a number of growing pains which have not been helped by what seemed to be a rather gung-ho attitude of those running the business in the very recent past,” Judge Emma Arbuthnot said in her ruling Tuesday.

It was a nod toward the strides Khosrowshahi has made, in less than a year on the job, to turn things around. Previously the CEO of Expedia Group Inc., the 49-year-old executive was appointed as Uber’s new boss in August, two months after his predecessor Travis Kalanick resigned. At the time, the ride-hailing company was dogged by scandals related to its male-dominated culture, the use of controversial software to bypass regulators, the concealment of an enormous data breach, and the mishandling of a 2014 Indian rape case.

In September, Transport for London — the city’s transit authority — concluded San Francisco-based Uber wasn’t “fit and proper” to hold a license, and said the company failed to do proper background checks on drivers, or report “serious criminal offenses.” It also took issue with software called “ Greyball” that was used to thwart government sting operations to apprehend potentially lawbreaking drivers. Uber’s “approach and conduct demonstrate a lack of corporate responsibility,” the regulator said in a statement at the time.

The company was given 21 days to appeal, which it did, and was able to continue to operate while that process played out. But the legal fight was only half the battle: Uber was facing growing public unease due to the frequency of scandals the business was embroiled in, protests from labor unions and the city’s traditional black cab industry, and political headwinds. London Mayor Sadiq Khan defended TfL’s decision, saying that “providing an innovative service must not be at the expense of customer safety and security.”

London Mayor Sadiq Khan defended TfL’s decision, saying that “providing an innovative service must not be at the expense of customer safety and security.”

What followed was Khosrowshahi’s meticulous strategy, involving public mea culpae, governance changes, software overhauls, reworked safety and crime protocols, and political diplomacy.

In January, Uber announced its drivers would have to take uninterrupted breaks after completing 10 hours of work, to fend off accusations that its workers would stay behind the wheel for excessive periods of time at the potential expense of rider safety. In February, the company said it was forming “driver advisory groups,” which would see small teams of its workers meet weekly to discuss issues they were facing in order to report those concerns to senior Uber staff.

More significant changes soon followed. The company said it would open 24-hour telephone support lines for all drivers and riders, promised better contact with police, and pledged to directly report any “serious incidents” that occur during a passenger’s journey. Uber said it would also share drivers’ license details with riders.

More recently, Uber announced a set of financial insurance packages would be made available to drivers in the U.K. and elsewhere in Europe, covering them for lost earnings due to sickness, injury or other reasons, as long as they had completed 150 trips over the eight weeks prior to a claim.

Still, for London’s tens of thousands of Uber drivers, such improvements would be moot if their place within the so-called “gig economy” was disrupted by one of the world’s most valuable startups being forced out of town. “It would be devastating,” one Uber driver told Bloomberg.

But by the spring there were signs that Uber’s strategy was working: Following an April court hearing in London, a lawyer for the company said TfL’s list of concerns had more than halved since its September decision.

On May 24, in a final blowout of PR scene-setting ahead of the June appeal hearing, Uber’s U.K. general manager, Tom Elvidge, wrote in London’s Evening Standard newspaper that “we had to look to ourselves rather than blame others.” He said TfL’s initial ban had become “the latest wake-up call for a company that had grown incredibly quickly but still needed to grow up.”

It was a carefully crafted piece of marketing, but it underscored Khosrowshahi’s successful strategy to steer Uber away from scandals that erupted under his predecessor’s charge.

It won’t do much to appease London’s black-cab drivers. In a statement on the day of the regulator’s September decision, the union Unite predicted that “Uber will no doubt throw all its legal and corporate lobbying might to overturn this decision.”

Vocal opponents of the company also continue to fill up Twitter with fierce rhetoric using #WhereToBritain — a hashtag originally used by Uber to promote its British television series that followed the lives of drivers in various cities and featured Manchester United soccer stars and burlesque dancers as passengers.

While Tuesday’s decision will let the ride-hailing company maintain its foothold in its biggest European market, it’s just the first of two major court battles the company faces in London this year. Uber’s appeal of a decision granting its drivers benefits including overtime and paid vacation is scheduled to be heard by another court on Oct. 30.

About the Author
By Bloomberg
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in

Tiny Texas town sues to block Trump’s border wall that it says threatens the Rio Grande’s flood levees
PoliticsDonald Trump
Tiny Texas town sues to block Trump’s border wall that it says threatens the Rio Grande’s flood levees
By The Associated Press and Rebecca SantanaJuly 22, 2026
29 minutes ago
Trump
PoliticsDonald Trump
Trump approves Saudi nuclear deal that could allow uranium enrichment as U.S. wages war to end Tehran’s program
By The Associated Press, Aamer Madhani, Michelle L. Price and Jon GambrellJuly 22, 2026
34 minutes ago
FBI Director Kash Patel meets Cambodian prime minister to crackdown on cybercrime and romance scams
AsiaFBI
FBI Director Kash Patel meets Cambodian prime minister to crackdown on cybercrime and romance scams
By Sopheng Cheang and The Associated PressJuly 22, 2026
38 minutes ago
An Ebola healthcare worker is assisted putting on protective equipment in a treatment center.
HealthEbola
Nearly 1,000 people dead from Ebola outbreak in Congo amid health worker strike
By The Associated Press, Prosper Heri Ngorora and Constant Same BagalwaJuly 22, 2026
42 minutes ago
buffett
SuccessWealth
‘The man who dies rich dies disgraced’: The last time America had such wealth inequality, Andrew Carnegie knew he had to give it all away
By Nick LichtenbergJuly 22, 2026
44 minutes ago
gen z
Real EstateHousing
The millennial generation has split, new Fed research shows: Those over 35 are edging toward boomer-style wealth, while everyone else falls behind
By Nick LichtenbergJuly 22, 2026
56 minutes ago

Most Popular

Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
Success
Mark Cuban says he has the solution to growing income inequality, and it's to reward every employee—from CEO to janitor—with company stock
By Sasha RogelbergJuly 20, 2026
2 days ago
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
Cybersecurity
OpenAI says its AI models secretly broke out of a secure test environment and hacked into AI company Hugging Face in order to cheat on an evaluation
By Jeremy Kahn and Emily ForliniJuly 21, 2026
22 hours ago
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
AI
Mathematicians grapple with a ‘very rapid and very unsettling change’ as AI cracks yet another century-old problem
By Eva RoytburgJuly 21, 2026
1 day ago
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
Success
‘I want to die broke’: Billionaire philanthropist Denny Sanford dies after giving away $4 billion
By Sydney LakeJuly 20, 2026
2 days ago
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
Success
Despite a $156 million contract, Knicks star Jalen Brunson still calls his parents for financial advice any time he makes a big purchase
By Emma BurleighJuly 21, 2026
1 day ago
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
AI
'Dr. Doom' Nouriel Roubini says we're headed for universal basic income or 'some form of socialism' as AI revolutionizes work—He calls that optimistic
By Jason MaJuly 18, 2026
4 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.