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Lyft Plus exterior shotLyft is getting luxurious.

phone_plus_v4The transportation startup today unveiled Lyft Plus, a new high-end service that features custom Ford Explorers with enough room for up to six people.

Lyft Plus launches today in San Francisco and will cost about double the rates of a typical Lyft ride. The first Lyft Plus drivers are the company’s most-active drivers and have purchased the custom-built Explorers, which feature an illuminated entrance, interior leather, charging stations and Spotify Premium. Lyft, which recently raised a $250M round, has also ditched their pink mustaches for Lyft Plus, instead opting for a small steel emblem on the grill.

The service is similar to UberSUV, but Lyft claims that Lyft Plus will cost 40 percent less than UberSUV. Here’s the pricing breakdown:

Per minute: $0.50
Per mile: $3.00
Pickup: $5.00
Minimum: $10.00
Cancellation: $10.00

A Lyft spokesperson also noted that the company may expand to other car models for Lyft Plus in the future, but is sticking with the custom Ford Explorer for now.

Though it’s only available in San Francisco today, Lyft plans to launch Lyft Plus in other cities in the coming months. The company doesn’t have specific timing for a potential launch for Lyft Plus in Seattle, where Lyft could soon be issued a cease-and-desist letter.

Related: Uber will pay $500 to Lyft drivers who start working for its company

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