Uber’s Brand Defense Mirrors Its Platform Ambitions
Dec/26/2025
Uber Technologies capped off 2025 with a reminder that scale brings vigilance as well as growth, filing a U.S. trademark opposition on December 24 against 'IUBERLAUNDRYSERVICE', a laundry pickup and delivery brand it argues encroaches on its name. The move fits a company that has spent more than a decade defending — and expanding — its turf. Founded in 2009 as UberCab, Uber has evolved from a ride-hailing insurgent into a global mobility platform operating in 70 countries, serving 189 million monthly users and generating nearly $44 billion in net revenue in 2024. Having weathered regulatory battles, the pandemic shock, and fierce rivalry from Lyft, Uber now pairs profitability with diversification, spanning food delivery, micromobility, autonomous rides, and experimental logistics. Protecting the brand, it seems, is as central to Uber’s strategy as disrupting the industries it enters.
