Symmetry breaking ubiquitously occurs across complex systems, from phase transition in statistical physics to self-organized lane formation in pedestrian dynamics. Here, we uncover spontaneous symmetry breaking in a simple model of ride-sharing adoption. We analyze how collective interactions among ride-sharing users to avoid detours in shared rides give rise to spontaneous symmetry breaking and pattern formation in the adoption dynamics. These dynamics result in bistability of high homogeneous and partial heterogeneous adoption states, potentially limiting the population-wide adoption of ride sharing. Our results provide a framework to understand real-world adoption patterns of ride sharing in complex urban settings and support the (re)design of ride-sharing services and incentives for sustainable shared mobility.