Alto Rides: Customising Your Journey

The ride-sourcing industry has seen exponential growth since its inception, with companies like Uber and Lyft revolutionising personal transportation. However, this rapid expansion has also brought to light a lack of standardisation and security, leading to inconsistent quality and growing concerns about passenger safety. Enter Alto, a new player in the market founded by Will Coleman, a former transportation consultant. Launched in 2019, Alto aims to address these shortcomings by focusing on a premium, controlled experience, differentiating itself from its more established competitors.

Addressing the Gaps in Ride-Sourcing

Will Coleman identified significant opportunities within the ride-sourcing market. "When we started looking at the rideshare space, back in 2017, we were living in a much different world than today's Covid reality. But we saw an increasing concern about safety, consistency and quality of experience," Coleman explains. He noted that women, in particular, were less likely to use existing services due to safety concerns. Furthermore, professionals were increasingly opting for traditional black car services, seeking a more reliable and comfortable experience for business travel. Alto was conceived to cater to these specific needs, offering a service that prioritises safety, consistency, and a high-quality customer experience.

Alto's Foundational Pillars: Service Over Tech

Unlike many competitors who position themselves as tech companies connecting riders and drivers, Alto proudly identifies as a service and hospitality company. This fundamental difference shapes every aspect of their operation. "We made the decision very early on to say we’re not a tech company, we’re a service and hospitality company," says Coleman. This approach necessitates a high degree of control over the entire customer journey.

Unparalleled Control: The Alto Difference

To achieve this level of control, Alto has implemented several key strategies that set it apart:

• Owned Fleet: Alto owns its entire fleet of vehicles. This allows them to ensure that every car is a safe, luxury model, maintained to the highest standards.
• W-2 Employees: Drivers are not independent contractors but W-2 employees. This enables Alto to rigorously train, uniform, performance-manage, and coach its drivers, ensuring consistent service quality and adherence to company standards.

A Commitment to Safety

Safety is paramount for Alto. The company has invested in advanced technology to ensure the well-being of both passengers and drivers:

• Telematics Devices: All vehicles are equipped with telematics devices that monitor position, speed, acceleration, deceleration, and g-forces in real-time.
• In-Car Cameras: Interior and exterior video cameras provide comprehensive coverage, capturing activity in and around the vehicle. These systems also include facial and eye recognition for drivers to detect and address distracted driving.
• Performance-Based Compensation: Driver compensation is directly linked to their safe driving behaviour, as measured by algorithmic scoring.

The Alto Experience: Customisation at Your Fingertips

Alto empowers passengers with unprecedented control over their in-car environment, turning the ride into a personalised experience. This is primarily managed through the Alto app, which acts as a remote control for the vehicle's interior features:

Standard Amenities and Customisation Options

Customers can expect a consistent and pleasant environment in every Alto vehicle, enhanced by thoughtful amenities:

• Custom Scent: Each vehicle features a unique, custom-designed scent, creating a recognisable and pleasant atmosphere.
• Custom Lighting: Mood lighting is tailored to each vehicle, working in conjunction with the scent to create a distinct "sense of place."

The App as Your Personal Remote

The Alto app goes beyond simple booking, offering a suite of interactive features:

• Lighting Control: Passengers can adjust the interior lighting to their preference, setting the mood for their journey.
• Music Selection: Riders can choose their preferred music from curated playlists or control the volume, ensuring their auditory experience is just right.
• Driver Status: The app allows passengers to set their driver to 'Do Not Disturb' mode, minimising interruptions and allowing for focused work or relaxation.

"What we ultimately wanted was for people to feel like they weren’t getting into someone else’s car when they called an Alto, they were getting into their car," Coleman states. "And you can customise settings even before getting picked up, so the car arrives just the way you want it." This level of control aims to make every ride feel as comfortable and familiar as driving one's own vehicle.

The Chosen Vehicle: Buick Enclave

Alto has adopted a single vehicle model across all its operating markets: the Buick Enclave. This choice was driven by three primary factors:

Safety First

The Buick Enclave boasts a five-star crash rating, ensuring excellent safety for both passengers and drivers in various impact scenarios.

Luxury and Comfort

While not the most extravagant car, the Enclave offers a comfortable and luxurious interior, featuring leather seating and captain's chairs. Its design makes it easy to enter and exit, and its size is suitable for up to five adults without being ostentatious.

Versatile Functionality

The Enclave's practicality is key for Alto's diverse clientele. It accommodates business travellers needing Wi-Fi and power outlets, as well as families requiring ample cargo space for luggage. Alto further enhances the vehicle's identity by removing external Buick badges and replacing them with Alto logos, reinforcing the brand experience.

The Membership Model: Building Community and Value

Alto differentiates itself further through a membership platform designed to foster a sense of community and provide added value:

• Membership Tiers: Membership costs $12.95 per month or $99 annually.
• Exclusive Access: Members receive priority access to the fleet, especially during periods of high demand. This exclusivity helps Alto avoid the need for surge pricing, a common practice among competitors.
• Guest Fares: Non-members, referred to as "guests," face higher fares (30% more) and are subject to availability, with access potentially restricted during peak demand times.

This membership model represents a "joint commitment from Alto and our customers around engagement," aiming to build loyalty and ensure a more predictable and reliable service for its members.

Rigorous Driver Screening and Training

Alto's commitment to quality service begins with its drivers. The screening and training process is comprehensive:

• Background Checks: All drivers undergo extensive drug screening and fingerprint-based background checks.
• Hospitality Training: Beyond driving skills, drivers receive instruction in hospitality and customer service.
• Defensive Driving: Drivers complete a nationally syndicated defensive driving course to enhance their safety skills.
• On-the-Job Training: New drivers are paired with experienced drivers for their initial days on the road to ensure they are fully prepared.

The Alto Customer Journey: Seamless and Secure

From booking to arrival, Alto strives for a seamless and reassuring customer experience:

• App-Based Booking: Customers book rides via the intuitive Alto app.
• Pickup Promise: Alto guarantees a 10- to 15-minute pickup window, minimising wait times. Drivers are committed to waiting until the passenger is ready to depart.
• Personalised Environment: Upon entering the vehicle, passengers can immediately set their preferred music and interaction level with the driver via the app.
• Health and Safety Protocols: In response to the Covid-19 pandemic, Alto has implemented stringent health measures, including Plexiglas barriers between driver and passenger, mandatory PPE for drivers, EPA-registered disinfectants, anti-viral coatings on surfaces, and HEPA air filters in all vehicles.

Alto's goal is to provide "remarkable journeys," enabling people to resume their lives with confidence and safety. As Coleman puts it, "We know that you need to move in order to move forward, and we’re here to create remarkable journeys."

Future Expansion Plans

Following successful launches in Houston and Los Angeles in late 2020, Alto is focused on consolidating its presence in these markets. The company's ambitious vision is to become the most trusted mobility brand across the United States and eventually, globally. Plans are in place to expand into four to six additional cities in 2021, with the aim of being present in every major metropolitan area in the US by 2025.

Key Takeaways for Alto Riders:

Frequently Asked Questions

Can I choose my music in an Alto?

Yes, through the Alto app, you can select music from curated playlists and control the volume to your preference.

How do I control the lighting in the car?

The Alto app allows you to adjust the interior lighting to create your desired ambiance.

What if I don't want to interact with the driver?

You can set your driver to 'Do Not Disturb' mode via the app, ensuring a private and uninterrupted journey.

Is Alto available in my city?

Alto is currently operating in Dallas, Houston, and Los Angeles, with plans for expansion into more major US cities.

What makes Alto different from Uber or Lyft?

Alto differentiates itself by owning its fleet, employing drivers as W-2 staff, offering a premium vehicle experience, and providing passengers with extensive in-car customisation options via its app, all underpinned by a strong focus on safety and service.