Corporate affairs Īs of 2018, Chirkunov owned 59.6% of the shares in Wheely. There are minimum fees for each class, and final service fees are dependent on distance and time fixed rates are available for transfers to and from major airports such as Heathrow and Gatwick. The company has three service classes which use Mercedes-Benz's E-Class, S-Class, and V-Class models, respectively additionally, Maybach models are used in Russia, as of 2019. Users can book rides in advance or on-demand by using the app to enter starting location and destination. To use the service, an individual must download the app, create a user profile and enter their credit card details.
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Wheely's mobile app is available for the iOS and Android operating systems. The company earns 20 percent from each ride. Wheely requires chauffeurs to use specific luxury vehicles that are no more than three years old. All chauffeurs are required to successfully graduate from Wheely's three-day Academy, which covers service standards, etiquette, discretion, and first aid.
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Drivers are "third-party partners" of Wheely, not employees the company contracts with individual professional chauffeurs. It has a time and distance pricing model for journeys and does not use "surge pricing". Wheely markets its services to wealthier riders looking for a more personalized, premium service. The company's business model focuses on the luxury vehicle for hire market.
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Seeking to expand into the Middle East, Wheely applied for an e-hailing license in Dubai in 2021. Wheely launched in Paris in September 2019, coinciding with Paris Fashion Week. The company's headquarters were relocated from Moscow to London in 2019, ahead of Brexit and a planned expansion in Europe. The transition proved successful, and by mid 2018 there were approximately 2,500 chauffeurs on the Wheely platform across all markets.
By April, Wheely had 150 professional chauffeurs driving E-Class and S-Class Mercedes-Benz vehicles in London.
Following their success in Russia, Wheely relaunched as a luxury vehicle for hire service in London in 2018, starting with a soft launch in February. Service then expanded to Saint Petersburg in 2013. As a result, when the service launched in Russia in 2012, Chirkunov decided to focus on the luxury market. However, Wheely struggled to compete with other private hire taxi and courier companies. Chirkunov signed contracts with private hire companies to provide drivers and Toyota Prius vehicles.
The company debuted a prototype taxi aggregator service in London in 2012. Lacking a driver's license and frustrated by his taxi experiences, he eventually switched focus to develop a premium ride-hailing platform that connects riders with accredited chauffeurs. Swiss-Russian founder Anton Chirkunov launched Wheely in Zurich in 2010, seeking to create a data aggregation app similar to but for taxis instead of hotels.
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