Uber and Ford Motor Co are emerging together to launch the new “self driving uber car” which is a computer modified car. This car, named Boron 6 by Uber comes with more than 20 cameras, seven lasers, a spinning 360-degree laser-based detection system. The  first trial of the car was taken place in Pittsburgh, U.S.A. on 14 September, 2016. As the passenger sits in the car, they take a selfie on a computer screen (which is attached in the car) and then start driving wherein they can  see the infrared movement of the car on the screen which is totally a 360 degree vision with a 3D map. After the drive is complete, a GIF is sent to the passengers of the 3D route along with the selfie.

With this model, the value propositions of the passengers being safe from various road accidents  is fulfilled. It will now become safer for people who are scared to hire a taxi at night. People are also safe from the misbehaviour of Uber drivers that is being reported in the news everyday. A person can also press a big red button located in the centre console, in case he or she feels unsafe at any point. Due to this expansion in their business, Uber will now be the first company in the US to provide people with these cars – which will help them gain competitive advantage over its competitors such as Google and Volvo. It will be able to increase its customer relationships as it is the people who are benefitting the most from this project.

In my opinion, the use of these cars will ultimately benefit Uber, as it decreases the manpower of Uber. This will help them generate more profit as they will no longer have to pay any more wages to these drivers. This will also lead to great increase in the sales of Ford, therefore increasing their income too. If this facility launches soon in various countries, it will definitely be a success for both the people and the companies. People will not hesitate to pay the price of riding this car, as they will look for their safety and also they will feel more comfortable. Both companies have much to gain from this merger.