Uber’s PR Nightmare In Kalamazoo

While it’s irrational at best to lay the blame of last weekend’s shooting in Kalamazoo at the feet of Uber and CEO Travis Kalanick, more and more are coming to see flaws in the policies the company has in place to deal with emergencies.

Though it might beggar belief, CNN affiliate WWMT reported that the alleged shooter picked up and dropped off fares in between random killings in parking lots, gas stations and restaurants around Kalamazoo. Perhaps more importantly, one man explained that he had been the alleged suspect’s fare before the first shooting occurred. When the driver began swerving across the road and speeding uncontrollably, Quartz noted that the man managed to call 911 during the chaotic ride, but because Uber has no number for riders or drivers to contact in the event of an emergency, there was no way for him to alert the company — and his fellow riders in Kalamazoo — to the unfolding danger.

It would be a few hours after that when the authorities apprehended the suspect but not before irreparable damage was done to several families and, likely, Uber’s safety reputation. While it’s natural to question why Uber would let a man like the accused work for it, the logic is retroactive; the Kalamazoo shooter had no criminal record to speak of, and though Uber’s corporate policies ostensibly ban drivers and riders alike from bringing guns into vehicles, there’s no plausible way for Uber to enforce this.

Quartz explained that Uber has added panic buttons to its app in India after a series of sexual assaults perpetrated by drivers spurred the company to action. Does that mean that Uber will add a similar function to its American product? While the emotional answer seems to be yes, absolutely or, at least, that it very well should, the optics might complicate things. After all, if Uber’s customers see a big, menacing “EMERGENCY” button every time they open the app for a quick ride downtown, some might rather take their luck on public transit or in an old-fashioned cab instead.