In the early days, Uber's slogan was “everyone’s private driver” while Lyft was “your friend with a car.” Uber's marketing was aimed at recreating the experience of a private chauffeur (which in certain older times would have been a member of the servant class), while Lyft's marketing was aimed at recreating the experience of carpooling with a friend.

Obviously neither marketing story was really true, but they did influence the way the customer experience was and is presented.