Watch CBS News

Uber Driver's Kalamazoo Shooting Spree Could Put Company At Risk, Professor Says

By Christy Strawser

KALAMAZOO (CBS Detroit) Uber driver Jason Brian Dalton methodically kept up his stops throughout the night he was also on a killing rampage in suburban Kalamazoo, Mich., picking up people and dropping them off while shooting others he encountered on the route.

Police sources say Dalton killed six people randomly throughout his seven hour Uber shift.

Some passengers told the media they had reached out to police over Dalton's erratic driving when he picked them up for rides that night -- with some saying he was swerving, speeding and blowing through stop signs while acting calm and collected.

It's unclear if anyone contacted Uber that night about their driver, though one woman did take to social media to warn others about him, and the ride-sharing company confirmed to CNN that Dalton, 45, had passed a background check.

While Uber works to build its brand and drive up ridership numbers, some drivers in New York City are creating large protests about a recent slash in pay.

And now one of the drivers has proven to be deadly. So, what does this mean for the fledgling ride sharing company fighting off fresh competitors like Lyft and challenging traditional taxi cab models?

"It certainly dampens it immediately and of course what's contradictory is they're trying to grow the brand at the same time this is happening. Folks know Uber was connected to it (the shooting) and the brand is going to be in trouble locally and maybe nationally," said University of Detroit-Mercy Marketing Professor Mike Bernacchi.

He added: "Uber has to be responsible for its drivers, for knowing the kind of drivers it has, they have an advantage over taxi cabs, they're more timely than taxis, they've been on a bit of a run ever since they've been developed.

"But once the word is out there that it was a driver, they're in some deep trouble, there's no doubt about it."

There could also be legal repercussions, said trial attorney Ven Johnson, who added employers are not responsible for the criminal acts of anyone who works for them -- especially Uber drivers, who are considered independent contractors, not employees.

But the company can be held liable if they had notice of potential criminal activity by an employee and did nothing to stop it, Johnson said.

"Did anybody ever call and report to anyone from Uber that 'Hey this guy gave me a ride and he really scared me or that he threatened me or that I saw a gun," Johnson said, listing the conditions under which the company could face legal exposure.

Whether or not they face any legal issues, Bernacchi said the company is going to have to reassure the public they have a solid background check system and are stepping up efforts in that regard.

"They're going to have to revamp what they do in terms of investigation, in terms of investigating drivers. Wherever you go, whenever you go, you have to feel like you're going to be safe," the professor said.

For the sake of its brand, he suggested the company should accept responsibility for its drivers, and assure the public they're going to "ensure drivers are not maniacs or folks likely to turn on their passengers."

"That means a much more thorough evaluation," he said. "They can't continue on in the marketplace in the same way they've been because that will deteriorate their brand."

The deadly rampage is an opportunity for Uber's competitors, Bernacchi added.

"If I was Lyft, I would certainly be encouraged this morning and I would, the industry itself, has to look at this, and I would quickly see how I hire the drivers and I would come out with a subtle campaign, but a quick campaign that, I guess, stabilizes the fact, asserts the fact, their driver investigation is thorough and they avoid the problem of hiring folks that have the potential for mayhem.

"Anybody that's going to be in this industry has to re-think this industry. I bet the investigation of this driver, in total, had not been up to snuff."

Uber did not respond to a call seeking comment on the incident, but in a statement, Joe Sullivan, Uber's chief security officer, said: "We are horrified and heartbroken at the senseless violence in Kalamazoo, Michigan. Our hearts and prayers are with the families of the victims of this devastating crime and those recovering from injuries.

"We have reached out to the police to help with their investigation in any way that we can."

View CBS News In
CBS News App Open
Chrome Safari Continue
Be the first to know
Get browser notifications for breaking news, live events, and exclusive reporting.