FreeNow Sold! - Lift Buys German Uber

An American giant takes on a European leader, and the mobility market is turned upside down. Will Lyft dominate Europe or spark a new wave of innovation? The acquisition of FreeNow for €175 million is not just a transaction – it is a game-changer.

What will passengers gain, what should drivers watch out for, and why the rebranding could be a double-edged sword? Find out what Lyft's entry into the European market really means.

1. The End of German Uber, Now There Will Be an American One!

2. A new quality of micromobility?

3. What does this change in Europe?

The End of German Uber, Now There Will Be an American One!

Big move in the mobility market – Lyft enters Europe with a bang! On April 16, 2025, the American giant announced that it is acquiring the European platform FreeNow for 175 million euros.

The transaction is scheduled to be finalized in the second half of the year , but it is already safe to say that there will be a lot of confusion.

FreeNow is not just anyone. It operates in over 150 cities in nine European countries , offering not only classic taxi rides , but also scooter rentals and car sharing services. Lyft is therefore gaining not only a brand, but also a ready-made infrastructure that it can quickly use. What's next?

A new quality of micromobility?

Joining forces means an opportunity to accelerate the expansion of e-scooters and car sharing . FreeNow is already operating in this space, and Lyft is just waiting to scale it all. New cities, new fleets, new possibilities.

But that's not all. Analysts agree that Lyft can bring its experience in autonomous vehicles to Europe. And that, in turn, opens the door to robotaxi tests on European streets. Science fiction? Not necessarily.

One brand, one ecosystem

The rebranding of FreeNow to Lyft is more than just a logo change. It’s also a unification of the app , interface, and payment systems. FreeNow users can gain access to Lyft’s Pink loyalty program and a shared wallet—akin to a global commuter card.

On the one hand, it's convenience and consistency. On the other, it's risk. The FreeNow brand has its local capital of trust. Will the new name undermine it? Time will tell.

What does this change in Europe?

Lyft’s entry into the game means more competition—and that usually results in lower prices for passengers . A global player with a deep pocketbook can afford promotions that give local operators headaches.

On the other hand, an injection of capital and technology can accelerate innovation – from better demand analytics to AI implementation.

But before everything gets off the ground, it will have to go through a regulatory sieve: nine countries, different regulations, plus EU GDPRs and antitrust procedures. Things will happen.

What about local players? Some will probably be absorbed, others will disappear, and still others will join forces to compete with the new leader.

Opportunities and threats

On the plus side:

• More options for passengers – scooters, cars, subscriptions in one place.

• New subscription models, premium fleets (cooperation with BMW and Mercedes),

• Green transportation – Lyft has ambitions to invest in sustainable mobility.

The downside:

• Risk of losing local character – will the European user buy the American style?

• Personal data protection – connecting systems also means more potential threats.

• Antitrust procedures – the EU does not like monopolies and can set conditions.

What about drivers?

The mood here is mixed. For many drivers, taking over FreeNow won’t necessarily mean an overnight revolution. But in the long run, there may be challenges.

More competition means lower rates. Lyft will compete for passengers with promotions, and this often affects drivers' earnings. In addition, there is more intensive marketing - bonuses, discounts, and maybe even free rides to start. This is great for passengers, but not necessarily for those sitting behind the wheel.

Lyft works very similarly to Uber. The payment model, the rating system, the algorithms – all almost identical. And that means more emphasis on efficiency, less on flexibility.

Let's not forget about the local market - especially in Poland and Germany . In our country, many drivers would prefer iTaxi to take over FreeNow . In Germany, on the other hand, there are voices of disappointment that the local alternative to Uber has disappeared.

For the whole of Europe, this is another signal: large technology platforms are disappearing, and global giants are taking their place.

What to pay attention to?

For passengers – watch what new services will appear. For drivers – keep your finger on the pulse: new conditions, changing rates, possible new requirements. For regulators – you will have a lot of work.

And for all of us? More options, more technology, but also more questions. Because while Lyft is entering with a flourish, this is just the beginning of a new chapter in the European mobility market.

So – only one question remains: is this a step towards better services or towards a monopoly?