Sherbet, the new business-class black taxi service, has confirmed its position as one of the fastest growing taxi operations in London with the announcement of its acquisition of a major licensed taxi fleet. It is the second time within a month that Sherbet has announced its expansion, following its purchase of a new fleet of TX4 and Mercedes Benz taxis just a few weeks ago. Sherbet has acquired renowned taxi fleet operator Lee Drinkwater’s fleet of licensed taxis for an undisclosed sum.
Asher Moses, CEO of Sherbet London Taxis said: “I am thrilled to confirm the Sherbet growth story has reached another exciting milestone with our acquisition of Drinkwater Taxis, bringing the Sherbet fleet to more than 150 vehicles, all of which will support the Sherbet brand and fresh approach to the market. Lee Drinkwater is known to many in the taxi trade for operating a high quality fleet of taxis and is one of the best-respected names in our industry. Sherbet will be ensuring all the taxi drivers receive the same great quality service, but also have more options to boost their earnings. This acquisition is a great way to continue the Drinkwater legacy to the cab trade whilst making sure it is future-proof.
“All Sherbet taxis accept credit and debit cards and our business class services offer fixed prices, including to the airports, which are lower than the meter and often lower than minicab rates. With this extra tranche of vehicles on our fleet even more customers can enjoy the Sherbet experience.” The move accompanies Sherbet also attracting a range of prestigious new clients through its media division, offering on-cab advertising and in-vehicle digital media. Sherbet has attracted a strong following of business travellers who are attracted by the uniform quality of the Sherbet fleet coupled with fixed fares and a highly personalised, professional service.
Drinkwater Taxis is one of London’s largest privately owned taxi fleets and the acquisition by Sherbet provides pan-London coverage. Asher Moses added; “We now own over 150 taxis and our media clients are supported by over 1,000 vehicles across the capital. We’re supporting some of the world’s strongest brands, from airlines to banks and technology giants, and our fresh approach to a business class taxi service is showing business users that taxis can be cheaper than minicabs, but with a far more professional service.
“We recently purchased a range of brand new taxis to add to our fleet, and this additional acquisition fast-forwards us to a larger fleet size, which we directly own and operate. We are currently looking at other acquisitions which will further cement Sherbet’s position as the major driver of a modern, professional taxi service that provides a fully managed approach to giving the public a safe, reliable and professional ride for work or leisure.” The Sherbet approach recognises that more London taxi drivers are inclined to rent a high quality taxi rather than purchase one, especially with so much uncertainty around emissions regulations and the lifespan of a new taxi.
Elaine Lewis, Operations Manager for Sherbet commented: “For many drivers, getting finance for a brand new vehicle is not attractive just now. Many drivers are at the point where they need a new vehicle, but with so much uncertainty around the age limits and vehicle emissions rules, many are understandably cautious. We’re also seeing more drivers double-shifting their vehicles. As times have got harder for many drivers, the idea of paying for a vehicle that sits on the driveway half of the time is not a good use of an expensive asset, so renting a very highly-specced cab and sharing the load with another driver is on the increase. With our very rapid fleet expansion we’re seeing more taxi drivers joining us, mainly because they get everything they need for a low weekly fee. We provide a good quality vehicle, card payment facilities, bookings via our app and website and of course the option to earn more money through our media offering. All of this takes the stress and cost out of owning and running a cab for the driver.”
Asher concluded: “The timing for a model like Sherbet is right. We only launched last year, but we are one of the only taxi fleets in London that is actually growing. We do things differently. We are using newer, cleaner taxis, we using modern technology to connect customers to our drivers and we have recognised the shift towards a model that makes it easier for taxi drivers to deliver a lower cost but highly professional service to London. We have not finished yet and will be making more announcements soon about our other expansion plans.”
Taxi drivers wishing to join Sherbet’s growing fleet should contact Sherbet Taxi Rentals on 0207 729 3351 or visit www.sherbettaxirentals.com