Yango Pakistan has rolled out its global “Go to the Fields” initiative, marking a new approach to urban mobility in the country. This unique program brings company executives into the daily journeys of drivers and passengers, allowing them to experience challenges firsthand. With urban mobility as the keyword, Yango aims to reshape how ride-hailing services respond to community needs and enhance service quality.
Executives Step Into the Field
For the first time in Pakistan, Yango placed its leadership team on the frontlines of transportation. The program began in Karachi and Islamabad, where senior executives spent a full day riding with partner drivers and interacting with passengers. The purpose was clear: to observe operations closely, gather direct feedback, and translate insights into practical service improvements.
By sharing the same spaces as drivers and riders, Yango’s leadership built a stronger understanding of real-world issues such as route challenges, passenger expectations, and driver concerns. This hands-on approach bridged the gap between boardroom strategy and on-ground reality.
A First-of-Its-Kind Program in Pakistan
“Go to the Fields” is the first initiative of its kind in Pakistan’s ride-hailing market. Unlike traditional surveys or digital feedback channels, the program prioritizes real experiences. By living a day in the role of drivers, executives observed the nuances of urban traffic, safety issues, and customer interactions.
This direct exposure ensures that future decisions will be shaped by authentic feedback rather than distant assumptions. For both drivers and passengers, the initiative signals that Yango is listening and ready to act on concerns.
Transparency and Accountability
Miral Sharif, Country Head at Yango Pakistan, highlighted the program’s purpose. “This initiative is about transparency and accountability — seeing the journey through the eyes of those who live it daily,” she said. According to Sharif, the initiative supports Yango’s customer-first philosophy while addressing the challenges faced by partner drivers.
Her statement reinforced that urban mobility is more than just moving people from one place to another. It is about building trust, safety, and efficiency in a system that millions rely on daily.
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A Global Initiative with Local Impact
“Go to the Fields” is not just a Pakistan-based program. It is part of Yango’s global culture, where executives and employees across different countries participate in similar field experiences. From acting as drivers and couriers to assisting as customer service agents, employees step into frontline roles to understand the ecosystem from within.
By embedding this practice worldwide, Yango ensures that its global vision stays connected to local realities. In Pakistan, this means adapting to the unique challenges of growing cities, congested traffic, and rising demand for affordable mobility.
Growing Demand for Ride-Hailing
Pakistan’s population has crossed 251 million, with nearly 100 million living in major cities like Karachi, Lahore, and Islamabad. This urban density creates an urgent demand for safe and efficient ride-hailing options. Public transport systems often fail to meet these needs, making private services like Yango critical to mobility.
With more people relying on app-based travel solutions, Yango’s initiative arrives at a crucial time. The company aims not only to expand its reach but also to deliver services that are reliable, user-friendly, and tailored to local conditions.
Strengthening Service Quality
The insights gathered from the first phase of “Go to the Fields” will inform upcoming service improvements. These may include stronger safety measures for both drivers and passengers, streamlined navigation tools, and better support systems for addressing complaints.
For drivers, this could translate into reduced stress during peak traffic hours and more predictable earnings. For passengers, it could mean shorter waiting times, safer rides, and smoother experiences overall.
Future Expansion Across Cities
After successful sessions in Karachi and Islamabad, Yango plans to extend the initiative to other major cities, including Lahore and Multan. These expansions will allow the company to capture diverse perspectives from different regions.
Urban mobility challenges vary across cities. Lahore’s heavy traffic differs from Islamabad’s planned roads, while Multan presents unique infrastructure hurdles. By engaging with these realities, Yango can develop targeted strategies that strengthen its nationwide network.
Aligning with National Goals
Yango’s efforts also align with Pakistan’s broader urban mobility goals. As cities grow, authorities are under pressure to create safer, more sustainable, and more efficient transport systems. Private sector players like Yango can complement government initiatives by providing technology-driven solutions and flexible mobility options.
Through programs like “Go to the Fields,” Yango demonstrates its willingness to be part of this transformation, working alongside communities rather than apart from them.
Building Trust Through Action
Ultimately, “Go to the Fields” is more than a corporate exercise. It reflects a philosophy of leadership by example, where executives immerse themselves in the very services they oversee. By stepping out of offices and into cars and streets, Yango shows that accountability begins with firsthand understanding.
This approach strengthens trust among drivers, passengers, and regulators alike. As the company prepares to expand its initiative across Pakistan, its message is clear: urban mobility can only evolve when service providers engage directly with those at the heart of the system.
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