I saw this slogan from a company called Gett. It says

My mama don't like surge, and she likes everything. Our black cars never surge.

I know the word surge, but just to ensure if it means here a large increase in the number of cars coming to you?

  • My guess is: "17. (Machinery) to move with pulsating unevenness, as something driven by an engine or gas turbine. dictionary.com/browse/surge
    – NVZ
    Sep 6 '16 at 14:26
  • BTW, why don't rather than doesn't do you guess? Grammatical mistake?@NVZ
    – Nicholas
    Sep 6 '16 at 14:37
  • 2
    "My mama don't like you, and she likes everyone" is from a Justin Bieber song. See this related ELU question to learn more about the "don't" used here. In short, it's not grammatically correct, but grammar may not always work for song lyrics.
    – NVZ
    Sep 6 '16 at 14:40
  • 5
    Gett appears to be a taxi firm, so it's probably referencing Uber's surge pricing at busy times.
    – JonLarby
    Sep 6 '16 at 16:32
  • @JonLarby, so if this is true, that's what they mean without a doubt.
    – John
    Sep 6 '16 at 16:49

Surge in this context is short for surge pricing, the feature of Uber that increases the cost of journeys during busy periods to encourage more of their drivers onto the road. Gett doesn't use surge pricing, which it considers unpopular, and so is using this in its advertising.

From Uber Estimator site:

Uber Surge Pricing

The Uber fare rates automatically increase, when the taxi demand is higher than drivers around you. The Uber prices are surging to ensure reliability and availability for those who agree to pay a bit more.

  • 1
    Aargh, the Uber notice uses a comma after increase. Sep 6 '16 at 21:29

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