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Perhaps Alphabet's Google unit or Amazon (or even both) may one day offer ride-hailing services to directly compete with industry-leading Uber, said Sean Behr, founder and CEO of Zirx, a provider of technology and people to move, store and service cars at scale.
"I think you'll see new competitors. I think there's a chance that you'll have somebody like Google or somebody like Amazon launch similar services," Behr said Thursday on CNBC's "Squawk Box." He added: "Can you imagine an Amazon Prime membership" that includes a car service? Zirx started as a on-demand consumer parking app, but shut down that part of the business to focus on enterprise logistics.
Google Ventures invested $250 million in Uber in 2013. But that relationship has been looking strained lately, especially with the introduction of a new Google test through its Waze navigation app that helps commuters carpool with each other.
Behr said the bigger, more-established tech giants may be lying in wait while Uber, which operates all around the world, exhausts some of its war chest fending off rivals such as fellow Silicon Valley start-up Lyft, European-focused Gett and China's Didi Chuxing, which earlier this month got a $1 billion investment from Apple.
It's not only technology companies that want a slice of the ride-hailing pie, major automakers are also lining up.
This week, Toyota entered a collaboration deal with Uber, while Volkswagen invested $300 million in Gett. In January, General Motors sunk $500 million into Lyft, which primarily operates in the United States and partners overseas.
As part of the partnership, Toyota would create new leasing options in which car purchasers can lease their vehicles from Toyota Financial Services and cover their payments through earnings generated as Uber drivers.
But Behr said Uber won't just be content to operate in the ride space. "Uber's ambitions are grand." He added, "I think they're really thinking about car-replacement and delivery-replacement."
On the delivery end of its business, there's UberRUSH and UberEATS, available in limited areas — offering package pickup services and on-demand food drop-off, respectively.