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Uber releases new commercials featuring CEO in effort to fix image

The ride-hailing app Uber is releasing a new series of commercials featuring CEO Dara Khosrowshahi in an effort to fix its public image after a string of ethics issues, CNBC reported Wednesday.

The one commercial released Monday features Khosrowshahi, who took over Uber last August after founder Travis Kalanick was forced to resign, introducing himself as Uber’s new CEO and claiming the company is committed to making changes in how it operates.

“Moving forward, it’s time to move in a new direction ... this begins with a new leadership and a new culture,” Khosrowshahi says in the commercial.

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“One of our core values as a company is to always do the right thing. And if there are times when we fall short, we commit to being open, taking responsibility for the problem and fixing it,” Khosrowshahi added.

The commercial comes after a number of controversies at Uber, including allegations that sexual harassment at the company was ignored, aggressive competition strategies and a coverup of a cyber attack that exposed millions of people’s personal data.

The #DeleteUber movement that sprang from public distaste for the company's practices reportedly led to some of the biggest gains for Uber’s main competitor, Lyft.

Earlier this week, Lyft said it had more than a third of the ride-hailing market, CNBC reported. That is up from 20 percent compared to 18 months ago.

On Tuesday, Uber said it would drop forced arbitration for sexual misconduct claims.