London-based Wheely, which targets business elites and high-net-worth individuals, has launched its on-demand chauffeur ride service in New York City in response to existing American customers who have been asking for the app after using it in London, Paris and Dubai.
Wheely is making its debut in the US, presenting competition to Uber Technologies Inc. and Lyft Inc., which have also been working harder to court executives and wealthy consumers. New York has long been requested by Wheely customers, whether that be New Yorkers who have travelled with the service in Europe and the Middle East, or international clients who regularly visit the city, according to company founder and CEO Anton Chirkunov.
Besides its black car business SUV service, New Yorkers can opt for Wheely First that offers a Mercedes-Benz S-Class W223 filled with amenities like Fiji water and towels. For a more dedicated service, Wheely has its Perfect Airport Pickup where drivers will track flights to line up a pickup, and the Chauffeur for a Day option that lets users reserve a chauffeur that will also pick up friends and family or run errands for you.
The service sits in a growing market for ultra-premium transportation. Both Uber and Lyft have been working harder to court executives and wealthy consumers. Wheely's entry into the US market comes about a week after the announcement of the Uber Elite program, which targets a similar demographic. However, Uber Elite is only available in Los Angeles and San Francisco currently, with plans to expand to New York soon. An Uber Elite customer could request a ride from San Francisco International Airport to the city's Union Square, with an option for a meet-and-greet at baggage claim, for a whopping USD 177.95 for the roughly 13-mile journey, more than three times the cost of an UberX, a standard ride-alone option.
For interested drivers in New York City, Wheely will port over its in-house Chauffeur Academy, which is expected to grow to a network of 5,000 qualified drivers over the next five years. All chauffeurs are required to successfully graduate from Wheely's three-day Academy in Syon Park, which covers service standards, etiquette, discretion, and first aid.
While Wheely currently operates in London, Paris and Dubai, the company plans to expand to five major US cities within the next three years. According to Bloomberg, Wheely is considering markets in Texas, Miami and Palm Beach, Fla. as well as Washington, D.C. This expansion strategy mirrors the company's approach overseas, where it has gradually built a presence in key global cities.
The London-based company has been building its premium credentials for years. Wheely has been designated as the official chauffeur for events including Henley Royal Regatta, the DP World Tour and Goodwood Revival. In 2024, Wheely announced it raised USD 15 million in funding, bringing its total to USD 43 million to date.
For passengers, the launch offers an alternative to established premium ride services in New York. Wheely distinguishes itself through its strict driver vetting process and focus on discretion, catering to executives and affluent travellers who prioritise reliability and professionalism over the convenience factor that drives mass-market ride-hailing services.