Lyft in early 2027 plans to introduce a new global chauffeured transportation network and booking portal under a new brand, the ride-hailing company announced Thursday.
Dubbed Alcove, the new platform will be dedicated to Lyft's global chauffeured services. TBR Global Chauffeuring, which Lyft acquired in October 2025, will transition to the Alcove brand in early 2027, according to the company.
Initially, the new portal will be available to managed business customers, with self-service access and a mobile app to follow "later in the spring." Alcove will continue to support customers, including direct corporate clients and travel management companies, through service teams and other channels, according to Lyft.
Current TBR customers will continue to work with the same teams as the business transitions to the Alcove brand, according to the company. "Services including 24/7 support, VIP travel, complex and high-profile trips, major event logistics and security-sensitive transportation will continue, with further capabilities introduced as Alcove develops," it said.