Uber attracts and retains drivers through a combination of financial incentives, flexibility, and technological features. In 2026, the primary "hook" is the "Work When You Want" model, which appeals to students, retirees, and those looking for a "side hustle" to combat inflation. Uber uses "Boost" and "Quest" promotions, where drivers earn extra money for completing a certain number of trips within a specific time window or in a "high-demand" zone. To attract new drivers, Uber often offers sign-up bonuses (e.g., "Earn $2,000 for your first 100 trips"). The company also introduced the "Uber Pro" rewards program, which offers perks like 100% tuition coverage at ASU Online, gas discounts, and faster payouts to those who maintain high ratings. Additionally, the app features "Destination Filters," allowing drivers to only pick up riders heading in the same direction they are already going (e.g., toward home). While the rising cost of fuel and vehicle maintenance is a challenge, Uber attempts to mitigate this by partnering with rental agencies like Hertz to provide EVs (Electric Vehicles) to drivers at a weekly rate, helping them avoid high gas prices.