Wheely, a luxury-focused competitor to ride-hailing giant Uber, is set to launch in Dubai as the company resumes its international expansion efforts, which were hindered by the impact of Covid in 2020.
Founded by Russian-Swiss entrepreneur Anton Chirkunov, Wheely aims to provide premium rides primarily for affluent clientele in the United Arab Emirates city, starting Wednesday. As part of its debut in Dubai, Wheely will introduce rides in BMW 5 Series cars, signaling a potential move towards supporting BMW’s i5 electric variant in the future.
This step is noteworthy, considering the i5’s affordability compared to luxury electric SUVs like the Mercedes-Benz EQE and the Tesla Model X. The 2024 BMW i5 series starts at $66,800, making it a more cost-effective option than the Mercedes EQE, which begins at $79,650.
While Wheely hasn’t indicated any immediate plans to transition away from Mercedes cars, this move offers insights into the company’s considerations regarding the electrification of its fleets.
Chirkunov revealed that Wheely is focusing on the Dubai market, a plan that has been in the works since 2021. The decision is based on Dubai’s status as a hub for affluent business individuals relocating from Europe, along with the presence of a growing community of young digital nomads.
In an interview with CNBC leading up to the launch, Chirkunov stated, “European families and entrepreneurs have been moving to Dubai in the last five years. It is the most requested destination by our guests and our members. It sees the highest immigration of millionaires in the world.” This positioning aligns with Wheely’s strategy to cater to the preferences and demands of a discerning clientele in a market known for its appeal to high-net-worth individuals and professionals.
Wheely’s entry into the Dubai market introduces a new player into the competitive ride-hailing landscape, currently dominated by Uber-owned Careem. While Careem, acquired by Uber for $3.1 billion, provides a diverse range of services, including hot meal and grocery delivery along with taxi rides, Wheely is positioning itself as a luxury-focused alternative targeting a high-net-worth clientele.
Despite Careem’s struggles under Uber ownership, Wheely believes its tailored platform for a more upscale market sets it apart. Anton Chirkunov, the founder, likens Wheely to a luxury product, drawing comparisons to American Express’ high-status Centurion and Platinum membership credit cards.
Wheely’s platform, headquartered in London, is designed to offer an elevated experience with fares averaging around £46 ($57.72) for a 30-minute journey from Mayfair to the City of London. The company provides trained chauffeurs who go the extra mile in customer service, accommodating specific requests such as collecting flowers before a ride.
Wheely’s services in Dubai will include airport pickups, Wheely XL for larger groups, and a new business class service featuring BMW 5 cars. For exclusive members, achieved through invitation or after 15 trips within six months, Wheely offers premium tiers like first-class service with Mercedes-Benz S-Class vehicles that include amenities like bath towels and the option to reserve a chauffeur for an entire day. Wheely’s expansion into Dubai reflects its commitment to replicating its high-end model and services in new markets.
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