2018 was supposed to be a recovery year for Uber. Sandwiched in between the disaster that was 2017, and the expectation that the company will go public in 2019, this was a year for Uber to put its sordid past behind it and stride confidently into the future.
Except it didn’t quite achieve it. Dara Khosrowshahi has certainly succeeded in putting a more grown-up face on Uber, but that wasn’t too hard given predecessor Travis Kalanick’s reputation for brogrammer shenanigans and the toxic workplace culture at the company’s San Francisco headquarters. All Khosrowshahi had to do was look apologetic when asked about Uber’s past scandals, and then quickly pivot to the company’s new ethos, which was safety and corporate responsibility. Easy,...