Careem launches women-only limo service

Ride-hailing app Careem has announced the launch of new women-only chauffeur service in Dubai, intended as an extension of the public ‘Pink Taxi’ initiative.

Dubai Taxi Corporation’s Pink Taxis, driven by female drivers for female passengers, are only available from Dubai Airport.

Careem said it saw a gap in the market for a premium ladies-only limousine service that covered the whole of the emirate.

The chauffeur scheme is called ‘Ameera’, which means ‘princess’ in Arabic. It has obtained regulatory approval from Dubai’s Roads and Transport Authority (RTA) and allows all female residents and visitors to Dubai to book a car service provided only by women, for women.

The VIP service is expected to be especially popular with career women in Dubai. It will have a fleet of executive cars with tinted windows, wi-fi and phone chargers, and female ‘Captains’ will alight to greet the rider before opening the door each time.

An initial 15 female Captains will commandeer the fleet, Careem added.

Aura Lunde, Careem’s general manager for the UAE, said: “Ameera creates new career pathways for women in the UAE.

“Ameera cars will be operated exclusively by female Captains, further contributing to the empowerment of women in our country and responding to the needs of the female community in Dubai today, whether that relates to safety and security, cultural sensitivity or simply personal preference.”

Careem did not provide information on fares for the new service.