Uber's CEO has apologised after video emerged showing him arguing with one of his own drivers while taking a ride.
While most of Travis Kalanick's trip in February appeared to be civil, problems began once the driver pulled up to his stop.
The pair's conversation dissolved into a heated argument over the company's fares.
It was filmed on driver Fawzi Kamel's dashboard camera, and he released the video to Bloomberg to show what Uber drivers have to deal with.
"You're raising the standards and you're dropping the prices," Mr Kamel told Mr Kalanick.
"I lost (US)$97,000 because of you. I'm bankrupt because of you. You keep changing every day," he said.
"You changed the whole business. You dropped the prices."
Mr Kalanick then lost his temper, calling Mr Kamel's claims "bullshit".
"You know what? Some people don't like to take responsibility for their own shit. They blame everything in their life on somebody else," he snapped.
He then left the vehicle, saying: "Good luck", before slamming the door.
Mr Kalanick apologised to staff in a mass email on Tuesday evening (local time), where he said that saying he was ashamed was an "extreme understatement".
"My job as your leader is to lead... and that starts with behaving in a way that makes us all proud," he said.
"It's clear this video is a reflection of me - and the criticism we've received is a stark reminder that I must fundamentally change as a leader and grow up. This is the first time I've been willing to admit that I need leadership help and I intend to get it."
Mr Kamel has been driving for Uber since 2011. According to Bloomberg, when the app prompted him to rate Mr Kalanick, he gave him one star.
The company has come under fire in recent weeks after an ex-Uber engineer came forward alleging sexual harassment in the year she worked there.
Susan Fowler claimed while HR and upper management acknowledged it was "clearly sexual harassment", her boss would only receive a warning and she may receive a negative performance review from him in the future.
"One HR rep even explicitly told me that it wouldn't be retaliation if I received a negative review later because I had been 'given an option'," she said in a blog post.
When she went public, Mr Kalanick said what she described was "abhorrent and against everything Uber stands for and believes in".
"We seek to make Uber a just workplace and there can be absolutely no place for this kind of behaviour at Uber," he said.
Uber has also faced negative publicity this year after its drivers continued to work while taxi drivers protested US President Donald Trump's travel ban, and when it was revealed Mr Kalanick was on Mr Trump's business advisory council.
Mr Kalanick has since left the panel.