Waymo launches $29.99 Premier subscription to reward frequent robotaxi users
The new Waymo Premier tier coincides with the rollout of the Zeekr-built Ojai vehicle and follows a strategic pricing model informed by rider willingness to pay a premium over traditional ride-hail services.
Waymo has introduced Waymo Premier, a new monthly subscription service priced at $29.99, designed to incentivise frequent use of its autonomous ride-hail network. The programme targets regular users with a suite of benefits including 10 per cent cash back on every trip, with the potential for higher rates during peak periods. Subscribers also receive five free ride cancellations per month and priority access to bypass virtual queues or hail vehicles in cities where the service currently operates with a waitlist.
The launch of the loyalty programme aligns with Waymo’s broader expansion strategy in the United States and its preparations for an international rollout later this year. Concurrently, the company is beginning to deploy its latest vehicle, the Zeekr-built van designated as “Ojai,” across Los Angeles, Phoenix, and San Francisco. This hardware expansion supports the growing demand for autonomous transport in key metropolitan markets.
Waymo confirmed to TechCrunch that the Premier service will not be available in Austin or Atlanta. In these markets, the company operates exclusively through the Uber app, meaning riders in those cities cannot access the new subscription tier directly through Waymo’s platform. This operational distinction highlights the fragmented nature of Waymo’s current US distribution channels.
The pricing structure and member perks were determined based on direct feedback from riders, according to the company. Internal data indicated that users are willing to pay a premium for Waymo services compared to traditional ride-hail options, justifying the higher entry point relative to competitors. This approach mirrors strategies employed by other sectors, such as the airline industry, where loyalty programmes have become significant revenue generators and financial tools.
While Uber’s own One programme, priced at $9.99 per month, serves over 50 million members, Waymo’s higher price point reflects the distinct value proposition of autonomous technology. The move signals a potential new line of business for the company as it scales, transforming its user base into a recurring revenue stream while enhancing customer retention in a competitive mobility landscape.
