That was never going to work. With self-driving cars on the horizon they will soon be forgotten about as car manufacturers start rolling out their own apps. The switching cost is too low. If Uber thought they could rely on brand recognition to dominate the market it's because they misjudged what market they were in and who the players were. Regardless of what Uber could do in the next 10 years Mercedes and BMW will still be more recognisable names and as soon as they roll out their self driving fleets and ride hailing apps Uber are history. No one will buy Uber if they can build the same thing for what is, in the grand scheme, essentially free.