Bleeding red ink like many taxi companies across the globe, Yellow Cab of Pittsburgh has decided that to compete with Uber and Lyft it has to be more like Uber and Lyft.

The company has morphed into zTrip Taxi, named after the app that it hopes will stave off inroads made by Uber and Lyft.

“zTrip represents a new kind of transportation service that is committed to our customers, our drivers, and the community in which all of us live and work,” said Jamie Campolongo, president of Pittsburgh Transportation Group.

“The taxi industry is evolving and zTrip is leading the way,” said Campolongo. He said that while patrons are likely to initially notice the taxi service’s name change and the new look of its vehicles – zTrip Taxis will be painted silver and branded with the familiar zTrip logo – they will quickly learn that the changes go well beyond the surface.

“Advancements in dispatch technology, coupled with a renewed commitment to customer service, will translate into a positive customer experience that begins before the customer is even in the vehicle,” Campolongo explained.

“This is an exciting announcement for Yellow Cab that will bring even more competition, convenience and efficiency to residents and visitors to our region,” said Allegheny County Executive Rich Fitzgerald. “The Yellow Cab Company has long been a staple in Pittsburgh, one which I was proud to work for, and with the launch of its new zTrip service will be part of our city and county for generations to come.”

”Yellow Cab has been an important part of the Pittsburgh community for more than 103 years,” said Mayor William Peduto. “I am excited to see that proud tradition continue as Yellow Cab evolves into zTrip, reaffirming its commitment to its riders, its employees, and everyone who lives and works in this great city.”

“We have made a commitment to providing outstanding customer service, and that obviously applies to both our long-time customers and new customers who are trying our service for the first time,” added Campolongo.

According to Campolongo, zTrip users will be able to not only hail a cab on the street, but also book a ride for now or later by phone or with the zTrip app. This means no waiting on the curb for a car to arrive. Customers also won’t have to wait to make transportation arrangements until the last minute. They can book a black car on a Tuesday for a trip they need to make on Friday morning.

zTrip will provide a number of additional features that will distinguish it from competing services, including:

• No surge pricing – zTrip offers the same low price every time, regardless of the day of the week or whether it’s 2 p.m. or 2 a.m.;
• Professional, licensed, full-time drivers – zTrip drivers are fully insured and have undergone background checks so riders don’t have to worry about who is driving them home;
• 24/7 live customer service – zTrip offers users a live support team via traditional or in-app emails, through social media, or by phone anytime.

“We are proud to have served Pittsburgh and its surrounding communities since 1913, and are very confident our renewed commitment to our customers, our drivers, and our community, coupled with our innovative use of technological advancements, will create a new kind of transportation service that will carry us successfully into the future,” Campolongo concluded.

zTrip is the latest service offering by Transdev On Demand, the largest on demand transportation provider in the United States. zTrip provides the safest and most cost effective ride, with transparent pricing and professionally trained, licensed and insured drivers, according to the company.

Campolongo said zTrip gives riders the most control over transportation with taxi or black car options, now or later pickups, cash or credit payments and phone or street hailing. He said zTrip is backed by more than 100 years of experience, as previously part of Yellow Cab. He said the company is committed to providing the safest rides.

Campolongo said Yellow Cab found itself “at a fork in the road” as Uber and Lyft and the technology they embrace changed the cab industry nationwide. He admitted it was a major decision to rebrand and change the 103-year-old Yellow Cab company, a project he said cost $4 million to $4.5 million. But he added he looked back to companies such as Blockbuster and Borders while he considered the rebranding decision.

“Both of those companies are out of business,” he said. “They're out of business because they refused to embrace technology, and they refused to change their business model.”