The ride-sharing service created a publication that shares the lives of its employees, highlighting its roster diversity as well as building consumer engagement with its brand

Uber prides itself on the diversity of its drivers, and now is planning to highlight their stories further with its new print magazine, entitled Vehicle. The publication will cover stories about drivers in the Seattle and Washington, D.C. areas, featuring work from local writers, illustrators and photographers.

“Drivers shared personal narratives, perspectives and thoughts across a range of features. Much of the content centers around their unique and shared experiences, backgrounds, communities and places around the city that are important to them,” said Adam Williams, Vehicle’s editor in chief.

Vehicle isn't Uber's first foray into the editorial world. In March 2015, the ride-hailing service released Momentum, which was promptly replaced by Arriving Now in September of that year for the New York City area. In addition, Uber isn't just telling these stories in print, but also on film, collaborating with acclaimed director Spike Lee on a miniseries about the lives of drivers. By using this content to tell the stories of its employees, the company is looking to build connection and trust with its audience as well as offer more ways for consumers to engage with its brand.

Uber | Vehicle

Uber prides itself on the diversity of its drivers, and now is planning to highlight their stories further with its new print magazine, entitled Vehicle. The publication will cover stories about drivers in the Seattle and Washington, D.C. areas, featuring work from local writers, illustrators and photographers.

“Drivers shared personal narratives, perspectives and thoughts across a range of features. Much of the content centers around their unique and shared experiences, backgrounds, communities and places around the city that are important to them,” said Adam Williams, Vehicle’s editor in chief.