Wheely Expands to NYC: Luxury Ride-Hailing Competitor to Uber Elite

March 23, 2026 Rachel Kim – Technology Editor Technology

Wheely, a London-based luxury ride-hailing service, has launched operations in New York City, directly challenging Uber and Lyft in the high-conclude transportation market. The company, founded in 2010, aims to provide a premium experience focused on chauffeur-driven journeys in luxury vehicles, available both on-demand and through advance bookings.

Wheely differentiates itself from competitors by emphasizing a curated, five-star experience. According to a LinkedIn posting from Catherine C., Wheely’s Global Talent Acquisition Partner, the company is “building a platform with user privacy at its core while successfully scaling a five-star service.” Chauffeurs undergo training to hospitality and aviation-level standards, focusing on consistency and anticipating passenger needs. The company currently serves a base of approximately 100,000 active riders and boasts around 1,250 corporate accounts, according to recent reports.

The New York expansion is being led by a founding team tasked with establishing the service in the market. Wheely is currently hiring for several positions in the city, including an Operations Manager and professional chauffeurs with at least three years of experience and a TLC license, as advertised on Facebook.

Wheely’s vehicle offerings in New York are expected to include a range of luxury options. The company recently introduced a Business SUV featuring the GMC Yukon in Dubai and a Mercedes-Maybach S-Class through its “Wheely Luxe” membership program in Paris and Dubai. Members also have access to the Range Rover Long Wheelbase 4×4 through “Wheely SUV,” and a new Business Class service utilizing the BMW 5 Series G60.

Originally conceived as a data aggregation app for taxis, similar to Booking.com, Wheely shifted its focus in 2012 to a premium ride-hailing platform. The company debuted a prototype service in London, initially contracting with private hire companies and utilizing Toyota Prius vehicles. In 2019, The Financial Times recognized Wheely as one of the fastest-growing companies in Europe.

Wheely currently operates in Russia, the United Kingdom, France, and the United Arab Emirates, in addition to its new presence in New York City. The company reported $80 million in revenue in 2019 and, as of early 2020, had annual bookings of $110 million.