Lime recommits to localized strategy amid brand team redundancies and market exits

Andrew Cummings
January 11, 2020

"Lime remains fully committed to innovative mobility options and we are now working with state leaders on Beacon Hill to legalize electric scooters", the letter said.

The San Francisco-based company confirmed it would end operations in seven Latin American cities, four United States cities, and one European city. Company officials noted that, unlike other local bike-share systems, their program was operated without any public subsidies.

"Lime's highest priority is the safety of our riders, and we advance this through rider education, community engagement, product innovation, and policy development", Nick Shapiro, Lime's vice president and head of trust and safety, said in a statement. "Our shared learnings should empower communities to further prioritize building the infrastructure that existing riders need and is crucial to entice new people out of their cars".


Any Lime user, the letter said, "with remaining funds in their Lime account can use that balance in any other active Lime market, or receive a refund by request through our customer support channels".

Or they could wait for what might come next.

E-scooter brand Lime has said it will continue to plow on with its hyperlocal brand strategy, despite today's (9 January) announcement that it will cease operating in 12 markets and lay off a number of staff, including members of its brand team. Brookline and Salem were the only two communities in MA to sanction a scooter-sharing program.


Lime's not alone. Scooter operations require lots of capital, and after years of expanding in domestic and worldwide markets, most major players have made cuts while pursuing profitability.

He said that projection is based in part on improvements to Lime scooters' longevity, which in 2019 went from from six months to about 14 months. It's worth noting that the current two-year contracts can be modified with city council approval.


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