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Waymo is launching its first-ever membership program, “Waymo Premier,” offering its most frequent riders priority pickups, 10% cashback, and early access to new cities for $29.99 per month.

The invite-only program marks a significant step in Waymo’s effort to build rider loyalty as it scales toward 1 million weekly rides and expands into 20+ cities.

Waymo has acquired a massive 5,500-acre autonomous vehicle proving ground in Wittmann, Arizona, for $220 million — nearly double the $125 million Apple paid for it in 2021. The facility was the centerpiece of Apple’s now-dead self-driving car program.

The deal, recorded June 5 in Maricopa County filings, adds a world-class test facility to Waymo’s infrastructure as the company races to scale its robotaxi fleet to 1 million weekly rides by the end of the year.