Flywheel, a rival ridesharing service to Uber and Lyft , named a new CEO Thursday who is not mincing words about his most famous competitor.

“Uber is an assembly line of a-holes,” said Rakesh Mathur, who is joining Flywheel as it seeks to expand beyond San Francisco, Los Angeles and Seattle and compete more directly with Uber.

Mathur is hoping to take advantage of the maelstrom of negative press about Uber, which has been criticized after an executive suggested at a dinner with reporters that the company should consider digging up dirt on journalists.

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