Lyft, Inc. (NASDAQ: LYFT) announced a new global chauffeur brand called Alcove, which will replace TBR Global Chauffeuring when it launches in early 2027.

Alcove will serve corporate travel programs, bookers, and passengers across six continents. Lyft acquired TBR Global Chauffeuring, which has over three decades of operating history, and said the business recorded its best-ever quarter in Q2 2026.

Business customers will gain access to Alcove through a new booking portal in early 2027, initially limited to managed business account customers. A self-service option and a mobile app are scheduled to follow later in the spring of 2027. Existing TBR customers will continue working with the same service teams during the brand transition.

Alcove will support corporate ground transportation needs including VIP travel, multi-vehicle bookings, major event logistics, and security-sensitive transportation, along with 24/7 customer support.

Lyft CEO David Risher commented on the announcement: "Lyft is moving up and out, creating customer-obsessed products up and down the value chain and in more places around the world. Alcove supercharges that strategy."

According to Lyft, the launch is expected to generate incremental gross bookings and strong margins. The company stated there will be no impact to its Q3 or Q4 2026 financial results. Further details on technology and the full service offering will be disclosed in early 2027.