This can be especially problematic for senior citizens, something that the government itself has recognised. “Our technology has been welcomed by authorities in Kyotango and Nakatonbetsu as a way to help seniors get from A to B safely and reliably, as well as creating a sustainable transportation option. With our technology, we can help move seniors and be part of the solution to one of the major challenges facing the country.” With “consistent” demand for rides in the first two pilot schemes, Uber is hoping to replicate these services in a network spanning rural Japan and is currently in discussions with dozens of local government authorities. “This is fairly unique for Uber,” Mr Takahashi admitted. “But at heart, we are in the business of moving people around - wherever they are. The response so far has been very encouraging.” Ms Tanaka is one of countless pensioners likely to be thankful for Uber’s rural expansion in Tangocho, a town of 5,914 residents, where the average age of Uber passengers is believed to be well over 70. Setsuko Sakato, 62, who is working as a driver, described his hopes that the scheme would “revitalise” the town, which once thrived by supplying fabric to Kyoto’s kimono makers but has suffering from a rapidly declining population in recent years – a problem replicated across rural Japan.
Uber has found an unexpected new source of customers, elderly passengers in rural Japan. Instead of focusing on Japan’s major cities, the company is targeting older passengers living in the nation’s most remote rural areas. Key to this approach is the fact that Japan is home to one of the world’s fastest-ageing populations, with countless areas which are off the public transport grid. At the same time, their expansion in cities is limited by strict regulations. Uber’s unexpected expansion was created in collaboration with local government officials in two pilot areas.