SAN FRANCISCO -- Sidecar has launched a ridesharing marketplace where drivers can set their own price and passengers can choose which rides they want to take.

The earlier version of the Sidecar app, a ridesharing platform that launched in San Francisco in 2012, connected passengers to the closest available car and suggested an amount to pay the driver.

The new ridesharing marketplace is designed to give riders more options for how much they want to pay, how long they are willing to wait for a ride and which car and driver they want to escort them. Sidecar says the app, released this week, is more similar to shopping for a plane ticket than hailing a cab. The greater flexibility on the app also means some passengers could designate a certain pick up location and time, which could be helpful for carpooling.

The company also announced this week it raised a Series B financing round of $10 million led by Union Square Ventures, which also backed Etsy and Kickstarter.

Contact Heather Somerville at 510-208-6413. Follow her at Twitter.com/heathersomervil.