Okay, so it’s total vanity I know. But the idea of my rid-hailing service showing up always early, the driver wearing a smart suit and hat, opening the door for me, an impeccably cleaned high end car with all amenities inside, and making zero conversation, is something I rather like. Is it worth paying twice the price of Uber journeys in Dubai for? I have to admit, I have done it more than a few times.
Welcome to the world of Wheely. If Uber had created a super luxury division, this would be it.
Wheely is a Swiss-founded British luxury services company headquartered in London (launched in 2010) and operating in other major cities such as Paris (launched in 2019) and Dubai (launched in February 2024). From on-demand and pre-scheduled chauffeuring and Perfect Airport Pickups to a concierge service and best-in-class app, Wheely is seriously disrupting the ride hailing industry.
Yes, the prices in Dubai right now are much higher than other services like Uber, but in London – where I used it almost every day recently – they are pretty similar to other more standard services. They are also highly reliable (as in they actually show up, which is not always guaranteed in London).
As well as providing the status of exemplary chauffeurs driving only impeccable BMW 5 Series and Mercedes E, S, and V Class, Wheely says it “sets the industry’s highest standards for service, safety, etiquette, and discretion.”
This may be because all Wheely’s chauffeurs must all graduate from the Wheely Chauffeur Academy, which is verified by The CPD Certification Service.
In line with its official launch in Dubai, Wheely is introducing a suite of new offerings tailored for the discerning and super rich. This expansion includes the debut of the new ‘Business Class’ fleet, alongside existing ‘New First Class’, ‘XL’, ‘Perfect Airport Pickup’, and ‘Chauffeur for a Day’ services.
The luxury ride-hailing service company’s entry into Dubai is not just about expanding services; the company says it’s a strategic move to be part of the dynamic and forward-looking business community in the region. Wheely aims to create over 1,000 jobs in Dubai within the next 3-5 years.
The man to thank for all this is Anton Chirkunov (below), the founder and CEO of Wheely. He launched Wheely in 2010 after graduating from the University of St. Gallen, originally envisioning the company as an online booking platform for taxis and minicabs.
But in 2018, he pivoted Wheely’s strategy to focus exclusively on the luxury segment, targeting discerning clients in global megacities.
Under his leadership, the company has grown into a brand that employs over 200 staff members and supports a network of 3,500 expertly trained chauffeurs.
It’s a tough market to crack and even tougher to make a profit in. But I suspect, if Chirkunov can keep the standards as high as they currently are in each city he has launched in, his already loyal customer database will only grow rapidly.
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