This case describes the history of Uber, its business model-including the ways it differed from that of the traditional taxi industry-and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its behavior had frequently sparked controversy ever since its launch in 2010. By June 2017, Uber had a valuation of $70 billion, making it the most valuable venture-funded tech startup in the world, but a shadow hung over its reputation, due in part to recent revelations about its toxic and sexist corporate culture, and to its tendency to ignore local regulations when expanding into new markets. In June 2017, Uber's co-founder and CEO Travis Kalanick resigned, and in August 2017, Dara Khosrowshahi, formerly the CEO of Expedia, was hired in his place. Meanwhile, Lyft, which presented itself as the "nice guy" alternative to Uber's bad-boy image, seemed to be gaining ground. The case asks what Khosrowshahi might do to fix Uber's broken culture and improve its public image, and how he could best ensure Uber's dominance in the years to come.