YouGov data shows that, for the past six years, consumers have heard negative stories about the brand for all but 10 days and its brand reputation scores have been entirely negative in that time. Its brand reputation score hit a low of -23.4 in 2018 following its worst year of controversies.

As of 2026, Uber's reputation is in a state of cautious rehabilitation. After years of scandals regarding corporate culture and driver treatment under its previous leadership, the company has successfully pivoted toward a "disciplined growth" model under CEO Dara Khosrowshahi. Financially and operationally, its reputation is strong; it is consistently profitable and has diversified into delivery (Uber Eats) and advertising. For consumers, the reputation is largely positive regarding convenience and safety innovations, such as "Verify Your Ride" and integrated emergency buttons. However, its reputation among drivers remains mixed, with ongoing debates over "gig worker" status, wages, and the impact of the new 2026 tax regulations. While the "growth-at-all-costs" era is over, Uber still faces reputational challenges regarding the transparency of its algorithms and the increasing competition from autonomous vehicle services like Waymo. In short, it is viewed as a reliable utility but continues to be scrutinized on the ethics of its labor model.