Amazon-owned Zoox is set to begin charging for robotaxi rides in Las Vegas starting August 10, but the fares might be higher than many expected.
According to Reuters, the company plans to price its autonomous rides similarly to the 'comfort' tier offered by other ride-hailing services.
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That means even without a human driver, a Zoox robotaxi could end up costing more than a standard Uber or Lyft.
The comfort tier typically features newer, roomier vehicles and charges fares about 20-40% higher than standard ride-hailing services.
For example, an UberX from downtown Detroit to Comerica Park might cost around $52, while a Comfort class vehicle would be $81.
At Lyft, a Standard ride would be $87, and an Extra Comfort vehicle would be $96.
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Zoox explained that its pricing includes a base fare and a time-and-distance model calculated using the best route.
The company also said it will disclose destination-specific fees upfront and won't charge riders more if the robotaxi takes a longer route than planned.
This pricing strategy seems counterintuitive, as one of the main selling points of robotaxis was eliminating human drivers to lower costs.
It remains to be seen how popular Zoox robotaxis will be once they start charging riders.
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The novelty factor may attract initial interest, but the premium pricing could limit long-term appeal.
