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CEO’s Experience as a Driver, Innovation Strategies, Female Participation, Regulatory Challenges, and Ubers Technology Investments in Brazil Are Highlights of the Companys Activity in the Country.
Sylvia Penna, Uber’s CEO in Brazil, revealed that she occasionally drives as a rideshare driver to get to know the service up close and test innovative solutions, such as U-Elas, which allows rides exclusively for women.
The information was originally published by the website EXAME, which highlighted the importance of the executive’s practical experience for improving the company’s operations, which is investing R$ 1 billion in technology in the country by 2028.
Since taking charge of Uber Brazil in 2021, Sylvia Penna reports that the decision to try working as a driver arose to evaluate safety features and functionalities.
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According to a report published by EXAME, one of the highlights of the app is U-Elas, created to provide safer and more comfortable rides for female passengers and drivers.
By choosing to transport only women, the tool has helped to increase confidence and reduce entry barriers for Brazilian women in the mobility segment.
The executive also emphasizes, according to EXAME’s findings, that the practice of acting as a driver is part of Uber’s innovation strategy, essential for strengthening the brand’s presence amid intense competition.
In recent years, giants such as the Chinese Meituan and 99 announced investments of US$ 1 billion each to expand their operations in Brazil, a market considered a priority by the mobility sector.
Uber’s Technology and Innovation Center
Uber’s technology center, established in 2019 in São Paulo, was the company’s first in Latin America and has developed solutions that gained international prominence, such as Uber Flash, a service geared towards sending objects and documents, and safety tools like the integration with RapidSOS, a system that connects users and drivers to police stations in emergency situations.
To strengthen the development of new technologies, Uber announced in 2024 an investment of R$ 1 billion by 2028.
As Sylvia Penna detailed in an interview with EXAME, the goal is to create and improve innovative solutions in Brazil and export these initiatives to other markets.
She emphasizes that local operations are essential for the company’s global growth.
Female Participation and Incentive Programs at Uber
According to data presented in the EXAME article, the participation of women among drivers has grown significantly since the creation of U-Elas in 2019 and the “Women in the Driver’s Seat” program, which offers psychological support, partnerships with non-governmental organizations, and guidance to facilitate the entry of new professionals.
Uber’s CEO states that, although the female presence has almost doubled year after year, the company is still striving to reach a point where female passengers can choose to be served exclusively by women.
The Uber Moto program, which started in Aracaju in 2020, is now present in all Brazilian capitals except São Paulo, where the operation was suspended in June 2025 by court decision.
According to a survey cited by EXAME, 53% of users of this service are women, with an average age of 31 years.
Additionally, 44% of female respondents feel safer using the service compared to walking.
Regulatory Challenges for Rideshare Transportation
Sylvia Penna began her journey at Uber in 2016, working in operations and taking over the company’s leadership in 2021 at the age of 33.
The period included challenging moments, such as the Covid-19 pandemic, when demand fell by 80% and more than 1 million partner drivers saw their income impacted.
During this time, the company accelerated the development of services such as Uber Flash, which is now expanded to other countries.
The executive closely follows the debate on regulating the rideshare industry in Brazil.
According to information from EXAME, the bill being analyzed in Congress seeks to establish rules for companies like Uber, but Penna argues that the flexibility of partner drivers – who can choose when and how to work – should be preserved as a central element of the company’s value proposition.
According to Uber’s CEO, the company actively participates in discussions with the federal government and the legislative and executive branches, advocating that regulations keep pace with industry evolution and meet the interests of all parties involved.
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