The Relationship Between a Firm and Its Customers

Product Mix

"The way by which products are customized for different customer applications."

Lyft has usually been setup so that each customer gets a completely random car and driver. Last year, the company announced the following:

"Today, we unveil Lyft Plus, a fresh and modern transportation experience with lower prices and higher capacity than current premium options. You can now request a sophisticated, custom six-seater just as you would any other Lyft ride. It’s the most versatile option available anywhere. Enjoy Lyft Plus on a date or a night out, on your own for maximum comfort, with clients on a business trip, or when traveling with your five best friends."

This gives customers the sense of customization and the ability to get a personalized type of ride. There have been rumors about them having an option to select the specific car you are choosing if you have a number of options in a given area. There are a lot of issues with that model, but it looks like Lyft is moving in the right direction.