The Baja Bane of the Ride-Hailing Industry
Bolt’s introduction of the Baja Qute vehicles has been the source of ongoing controversy in the ride-hailing sector. Since its launch in July, the Baja Qute has been hailed (pun intended) as a game-changer, but also vilified for disrupting the status quo and threatening the livelihoods of e-hailing drivers and traditional taxi operators.
According to Bolt, the Baja Lite service, which utilises these fuel-efficient Bajaj Qute vehicles, has seen a staggering 10% month-on-month growth in customer rides since its launch last year. This surge in popularity is attributed to the vehicle’s affordability, with fares starting at a ridiculously low R25 per trip – a far cry from the standard R35 per trip offered by traditional e-hailing services.
But while this may sound like a dream come true for thrifty riders, it’s been a different story for e-hailing drivers, who have been up in arms about the introduction of the Baja Qute. "How are we supposed to compete with these prices?" they cry. "We’ll be out of business in no time!" The Baja Qute is, after all, a low-cost option that’s designed to disrupt the competition.
Simo Kalajdzic, senior operations manager at Bolt, defends the move, saying, "The Baja Lite category has created earning opportunities for young people in a country where jobs are limited… We’re thrilled to see how Baja Lite is making a real impact." But not everyone is convinced. Others see it as a threat to the very survival of the industry, with one e-hailing driver incredulously remarking, "How are we supposed to make a living on R25 a trip?"
Despite the controversy, Bolt continues to push forward with its innovative approach to ride-hailing, partnering with MyNextcarSouth to offer a rent-to-own option for drivers who might not meet traditional financing criteria. With 150 million customers in 45 countries worldwide, Bolt is undoubtedly a force to be reckoned with, but can its Baja Qute vision for the future of ride-hailing be sustained in the face of opposition from existing players? Only time will tell.
