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English | 贰蝉辫补帽辞濒&苍产蝉辫;
 

MENDOZA, ARGENTINA 鈥� Not for the first time, the Argentine province of Mendoza, best known for Malbec wine, is sending a message that echoes far beyond its prized vineyards.

In Buenos Aires, Uber鈥檚 arrival sparked a prolonged controversy, as taxi drivers assailed the company, and the city government initiated bitter legal battles. Today, despite millions of customers in Argentina鈥檚 capital, most riders still cannot pay by credit card and passengers who sit up front risk a stoning.

Mendoza, by contrast, has offered red carpet treatment.

鈥淢endoza is showing the world how to be a pioneer, and a pro-technology destination, and that鈥檚 such a plus,鈥� Mariano Otero, Uber鈥檚 chief executive in the Southern Cone, said. 鈥淲e are very excited about what鈥檚 happened in Mendoza, and the message it sends to others.鈥�

Earlier this month, Mendoza legalized Uber鈥檚 operations, enabling thousands of drivers to work legally, and tens of thousands of customers to employ them likewise. In doing so, it sent a powerful message about its openness to technology and global commerce.

鈥淵ou legislate the new force in your society, you embrace the new paradigm, make it work for you and your citizens,鈥� Natalio Mema, Mendoza鈥檚 young, dynamic minister for public services, told me. 鈥淢endoza wants to be among the first to accept the digital revolution.鈥�

鈥淲e respect the taxi driver, he鈥檚 been with us for 150 years,鈥� Mr. Mema added. 鈥淏ut we also respect the right of the majority to make a choice about what kind of transport they want.鈥�

Mendoza鈥檚 welcoming approach to Uber does not signal a cavalier attitude toward regulating transportation. The provincial legislature approved a law that details the obligations of Uber and similar firms. The rules address vehicle age, driver experience and insurance requirements.

Still, Mendoza鈥檚 approach is sharply different than Uber鈥檚 experience in Buenos Aires, where taxi drivers and their powerful union have thwarted Uber鈥檚 operation, despite its popularity.

Barely a week goes by without a noisy demonstration by taxi drivers, a mass opposition petition or an attack on a suspected Uber driver.

To be fair, Uber appears to have learned from its Buenos Aires travails; rather than an under-the-radar launch, it apparently engaged proactively with Mendoza authorities.

But in Mendoza, the company was pushing on an open door. Already, it has attracted 11,000 drivers, and Uber expects 50,000 customers. No wonder Buenos Aires Province, home to 40 percent of Argentina鈥檚 population, is reevaluating Uber, as is Santa Fe, home to the industrial hub of Rosario.

鈥淯ber is an important marker for how we think of the traditional versus the new inevitable,鈥� one presidential adviser told me. 鈥淚n the end, the market will decide.鈥�

In Mendoza, the market has spoken. For thousands of motorists trapped trying to cross from Chile on a recent holiday weekend, the expansion of Uber could not come soon enough. 鈥淚f only we had an Uber working on both sides,鈥� said one frustrated traveler. 鈥淢endoza is open to the world, they say, if you can get there.鈥�

David Smith, a former foreign correspondent and UN diplomat, is a special contributor to the Latin American Program鈥檚 Argentina Project at the Woodrow 浪花直播 International Center for Scholars.