Uber for Business and Mazda Team Up to Enhance Customer Experience at U.S. Dealerships
Rhea-AI Summary
Uber for Business (NYSE:UBER) announced a U.S. collaboration with Mazda to let Mazda dealerships arrange on-demand courtesy rides, vehicle delivery, premium ride options, parts delivery, and loaner-fleet support through Uber’s platform.
The integration adds centralized billing, reporting, and workflow integration so dealerships can offer flexible transportation for customers during sales and service visits.
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News Market Reaction
On the day this news was published, UBER gained 0.30%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Market Reality Check
Peers on Argus
UBER was down 3.39% while key software/application peers like SHOP (-14.34%), INTU (-4.76%), NOW (-4.72%), ADP (-3.53%), and ADBE (-2.25%) also traded lower. Only one peer appeared in the momentum scanner, suggesting more stock‑specific than coordinated sector momentum.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 10 | Autonomous partnership | Positive | -0.6% | Baidu-Uber deal to launch Apollo Go autonomous rides in Dubai via Uber app. |
| Feb 09 | Acquisition agreement | Positive | -1.1% | Agreement to acquire Getir’s Türkiye delivery business, expanding delivery footprint. |
| Feb 09 | Payments partnership | Positive | -1.1% | Expanded Adyen partnership to power payments and kiosks in new global markets. |
| Feb 04 | Earnings report | Positive | -5.2% | Reported strong Q4 and 2025 results with higher trips, bookings, revenue and FCF. |
| Jan 15 | Retail partnership | Positive | -0.3% | Kroger launched ~2,700 stores on Uber platforms for nationwide on‑demand delivery. |
Recent positive strategic announcements (partnerships, acquisition, strong earnings) were followed by negative 24-hour price reactions, indicating a pattern of selling into good news.
Over the past month, UBER issued several growth-focused updates, including strong Q4 2025 and full‑year results, multiple global partnerships, and an acquisition agreement in Türkiye. Despite broadly constructive business developments, shares saw negative 24‑hour reactions of -0.32% to -5.15%. Today’s dealership-focused collaboration with Mazda fits this pattern of operational expansion news arriving against a backdrop of short‑term market weakness.
Market Pulse Summary
This announcement adds another partnership to Uber’s enterprise efforts, extending its reach into Mazda’s U.S. dealer network for courtesy rides and operational logistics. Recent history shows several growth-oriented deals and strong Q4 2025 results, yet short-term price reactions often skewed negative. Investors may focus on how widely dealerships adopt Uber for Business, the impact on trip volumes, and how these integrations complement other recent partnerships and the Türkiye acquisition plan.
AI-generated analysis. Not financial advice.
Collaboration gives Mazda dealerships a new way to support service and sales customers through courtesy rides, vehicle delivery, and more
SAN FRANCISCO, Feb. 12, 2026 (GLOBE NEWSWIRE) -- Uber for Business, Uber’s enterprise arm, today announced a collaboration with Mazda North American Operations to help its dealerships enhance the customer experience by offering courtesy rides on Uber’s platform. Through this integration, dealerships across the U.S. can tap into Uber’s network to easily arrange convenient, on-demand transportation for their customers, whether they’re purchasing a new vehicle or leaving one for service.
For Mazda dealerships using Uber for Business, this collaboration allows for greater flexibility and convenience when staff need to move customers to and from the dealership. In addition to traditional courtesy vehicles and shuttles, dealerships can now request Uber rides on-demand for their customers—another flexible transportation option that ensures customers can continue with their daily routine while their vehicle is being serviced. Dealerships also have the option to request premium rides like Uber Black or Uber Comfort for customers, enhancing the customer experience even further.
The integration offers a seamless way for dealerships to get customers from point A to point B without disrupting operations. Uber for Business integrates directly into existing workflows, making it easy to request and manage courtesy rides while maintaining centralized billing and detailed reporting. In addition to customer transportation, dealerships can also use the platform to supplement loaner fleets, deliver parts, or support other operational needs.
“In the dealership world, the customer experience is everything,” said Josh Butler, General Manager and Global Head of Sales at Uber for Business. “Today’s customers expect convenience and flexibility in every part of their experience, including how they get to and from the dealership. By working with Mazda, we’re helping dealerships meet those expectations with on-demand courtesy rides that fit naturally into customers’ daily routines, while giving dealers an easier way to manage transportation needs around their operations.”
The collaboration supports Mazda’s broader focus on elevating the dealership experience and reinforcing the Mazda Service Promise—its commitment to quality, convenience, and transparency throughout the ownership journey. By adding Uber for Business to the dealership toolkit, Mazda will continue to provide unique value to its customers while eliminating logistical hurdles, ultimately driving both customer loyalty and service volume.
“When customers leave their vehicle with us, they’re placing a great deal of trust in our dealerships,” said Rob Milne, Vice President of Accessories and Aftersales, Mazda North American Operations. “This collaboration allows dealership staff to extend that sense of care beyond the service bay by offering dependable courtesy transportation, so customers can stay focused on their day while our network of Mazda dealerships take care of their vehicle.”
To learn more about how to enhance the dealership’ experience for customers through Uber for Business, please visit [link].
About Uber for Business
Uber for Business brings the best of Uber to organizations around the globe with a seamless platform built to help them better support and engage those they employ and serve. With global scale, integrated solutions and exceptional service, Uber for Business empowers organizations to streamline business travel, reimagine employee wellbeing, and elevate the customer experience – all while enabling employees to effortlessly leverage the Uber they love and trust in their professional lives. Since launching in 2014, Uber for Business has scaled to 70 countries and 15,000 cities, and helped 200,000 organizations bring flexibility and efficiency into their operations. For more, visit our website.
About Mazda North American Operations
Proudly founded in Hiroshima, Japan, Mazda has a history of sophisticated craftsmanship and innovation, and a purpose to enrich life-in-motion for those it serves. By putting humans at the center of everything it does, Mazda aspires to create uplifting experiences with our vehicles and for people. Mazda North American Operations is headquartered in Irvine, California, and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada, Mexico and Colombia through approximately 795 dealers. Operations in Canada are managed by Mazda Canada Inc. in Richmond Hill, Ontario; operations in Mexico are managed by Mazda Motor de Mexico in Mexico City; and operations in Colombia are managed by Mazda de Colombia in Bogota, Colombia. For more information on Mazda vehicles, including photography and B-roll, please visit the online Mazda media center at news.mazdausa.com.
Media Contact
press@uber.com
FAQ
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