For most of its life, Uber has been a marketplace for human drivers with their own cars. On May 6, 2026, the company laid out the clearest version yet of a different model: a marketplace for robotaxis it neither owns nor operates. Alongside its first-quarter results—gross bookings of $53.7 billion, up 25% from a year earlier—Uber said it would deploy 10,000 Rivian R2 robotaxis on its network through Hertz's Oro Mobility unit, starting in San Francisco and Miami in 2028.
The structural shift matters because it answers a question that has hung over Uber since it sold its self-driving group to Aurora in 2020: who supplies the cars when the drivers are software? The Rivian–Hertz deal pairs a vehicle manufacturer with a fleet operator and slots Uber in as the demand engine. If the model holds, Uber sets prices and routing for vehicles built by carmakers and maintained by rental companies—closer to a hotel-booking platform than a taxi company.