With its bright pink mustache and unique drivers, Lyft is clearly using a different strategy to attract customers and drivers.

“We’re growing faster than Uber, than anyone else in the industry, and I think that’s because of the driving community that really takes care of the passengers,” Lyft President and Co-Founder John Zimmer told Fusion’s Enrique Acevedo at the company’s San Francisco headquarters.

While Lyft is growing fast, it’s only valued at $1 billion, compared to Uber’s $40 billion. But Lyft may have figured out a way to edge out the competition.