If you spend some time on Uber’s landing page, you get a pretty good sense of their various target personas. [2018 update: this is no longer relevant, but it’s still interesting to revisit.]
The interesting thing to observe and think about here is how they showing the customer what will happen, who they will become. They are demonstrating a possibility to live into.
1: Moving People (generic proposition)
2: Getting More (convenience- working moms?)
3: Treating yourself (impress your date)
4: Owning The Moment (feel like a boss + impress your network)
5: Sharing Experiences (impress your friends)
6: Creating Escapes (get away, you busy CEO you)
Read about Uber’s Mission Statement or about how Uber has grown over the years.