Wheely, the luxury-focused ride-hailing competitor to Uber, is making a significant foray into Dubai, marking a renewed effort in its international expansion strategy that was disrupted by the Covid-19 pandemic in 2020. Founded by Russian-Swiss entrepreneur Anton Chirkunov, Wheely is positioning itself to cater primarily to affluent clients in the United Arab Emirates city.
In its debut in Dubai, Wheely is introducing rides in BMW 5 Series cars, with future plans to incorporate BMW’s i5 electric variant. This move is noteworthy as it signals Wheely’s strategic response to the trend of electrification, opting for a more cost-effective vehicle model compared to its luxury electric SUV counterparts, such as the Mercedes-Benz EQE and Tesla Model X.
Dubai serves as an ideal target for Wheely’s expansion, given its status as a hub for wealthy business individuals and digital nomads emigrating from Europe. The platform aims to challenge the dominance of Uber-owned Careem in Dubai’s ride-hailing market, offering a bespoke and luxury-focused service similar to that of Blacklane.
Wheely’s entry into the Dubai market comes with a high-end service model, drawing parallels to the exclusive membership cards of American Express. The company boasts trained chauffeurs and personalized services, including the option for users to make specific requests through the Wheely app, such as having a driver collect flowers before the ride.
This strategic move into Dubai represents a resurgence for Wheely after facing setbacks during the Covid-19 pandemic. The platform has achieved operational profitability in most markets, with exceptions for new markets like Paris and Dubai. To further support its expansion plans, Wheely secured an additional $15 million in funding from existing shareholders.
Looking ahead, Wheely aims to expand its Middle East team and chauffeur network to over 1,000 in the next three to five years. Despite pandemic-induced delays, Wheely remains committed to its plans for U.S. expansion, leveraging its existing North American clientele and real-time flight monitoring capabilities to enhance its service offerings.
Wheely’s ambitions and growth trajectories, as demonstrated by its entry into Dubai and plans for U.S. operations, underscore its vision to redefine luxury transportation on a global scale.