What Sherbet Electric Taxis does

Sherbet Electric Taxis operates London's largest privately owned electric black taxi fleet through three integrated business verticals. Founded in October 2013 by Asher Moses, the company runs Sherbet Ride for consumer and corporate electric taxi bookings via iOS/Android app, 24/7 phone, and a corporate business portal; Sherbet Drive for flexible TXE electric taxi rentals to TfL-licensed Knowledge-qualified drivers, backed by driver hubs in Camden and Putney Bridge (the latter an LEVC Approved Warranty Centre); and Sherbet Advertise, an in-house taxi media agency selling full wraps, supersides, bespoke decals, tip seat advertising, and rear-window contravision to global and local brands, supported by GPS telematics, geo-targeting, and post-campaign heat-map analytics. The fleet comprises 250+ purpose-built LEVC TXE electric vehicles plus access to 250 hand-picked owner-drivers and 500+ drivers renting through Sherbet Drive, positioning Sherbet as operator of Europe's largest electric taxi fleet.

Underlying technology consists of the proprietary Sherbet Ride booking application, a corporate business portal dashboard delivering live carbon emissions savings and detailed journey reports, and an in-vehicle GPS telematics layer enabling geo-targeted advertising and post-campaign reporting. Revenue is generated across three streams: transaction-based ride fees on fixed-fare pricing (with no surge), recurring subscription-style rental income from driver leases, and advertising media revenue from brand campaigns, supplemented by ancillary services including airport transfers to all five major London airports (Heathrow, Gatwick, Stansted, Luton, London City) with Meet & Greet and live flight tracking, corporate event transportation, and the FCA-approved Sherbet Wallet digital payment product.

Sherbet serves a diversified customer base spanning corporate accounts (banks, law firms, PR agencies, travel companies requiring carbon-reportable executive transport), individual consumers (airport travellers, families, elderly and disabled passengers using wheelchair-accessible vehicles), B2B taxi drivers (Knowledge-qualified drivers needing flexible EV rentals and maintenance), and advertising clients (luxury, tourism, tech, automotive, and entertainment brands buying OOH inventory). The company completed its first disclosed institutional capital raise, a £40 million round in September 2025, to accelerate electric fleet expansion, and operates alongside strategic partners including Gett (ride-hailing integration), LTDA and the environmental charity Possible (Cabbies for the Climate campaign), and LEVC (vehicle manufacturer and warranty partnership).

Name

Sherbet Electric Taxis

Legal name

Sherbet London Taxis Ltd

Website

https://sherbetlondon.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Sherbet Electric Taxis operates London's largest privately owned electric black taxi fleet through three verticals: Sherbet Ride (consumer and corporate taxi bookings), Sherbet Drive (TXE rentals to licensed drivers), and Sherbet Advertise (taxi OOH advertising media agency).

Ownership category

akta.pro rank

Product category

Electric Taxi Services

NAICS

Taxi and Ridesharing Services (485310), Taxi and Ridesharing Services (48531), Taxi and Limousine Service (4853)

SIC

Transportation Services (4700), Local & Suburban Transit & Interurban Hwy Passenger Trans (4100)

akta.pro primary industry

E-Hail Taxi Operators (Taxi via Apps) (TLAFAHAB)

akta.pro secondary industries

EV Ride-Hailing / Chauffeur Services (EV-Only Fleets) (THADANAG), App-Based Taxi Operators (E-Hailing Taxi Fleets) (THADAEAC), Ride-Hailing & Taxi Aggregation Platforms (BPAMAIAE)

Keywords

• Electric taxi service
• Taxi advertising media
• Corporate taxi accounts
• Airport transfer service
• Driver rental programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Sherbet Ride - Taxi Services: Revenue from providing electric black taxi rides to consumers and businesses. Pricing is based on fixed fares for pre-booked journeys and meter-based pricing for street hails. Income generated from airport transfers, corporate travel, events transport, and general passenger transport across London.
2. Sherbet Drive - Taxi Rental: Revenue from renting LEVC TXE electric taxis to Knowledge-qualified drivers. Flexible rental options include short-term, long-term, part-time, and full-time hire. TXEs available from 18 plates to brand-new models at competitive rates. Includes 500+ drivers renting with Sherbet.
3. Sherbet Advertise - Taxi Advertising Media: Revenue from advertising on Sherbet's electric taxi fleet. Formats include full taxi wraps, supersides, bespoke decals, tip seat advertising, and rear window contravision. Sherbet operates as an in-house media agency with over 25 years of taxi advertising experience, serving global brands, London brands, local brands, and tech brands.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Sherbet Electric Taxis operates London's largest privately owned electric black taxi fleet (250+ LEVC TXE vehicles) across three verticals: Sherbet Ride provides on-demand and pre-booked electric taxi rides to consumers and corporate clients via a proprietary app, phone dispatch, and business portal; Sherbet Drive rents TXE electric taxis to Knowledge-qualified, TfL-licensed drivers with maintenance support; and Sherbet Advertise is an in-house media agency selling on-taxi advertising (wraps, supersides, tip seats, contravision) with GPS-tracked campaign analytics.

Product overview

Sherbet Electric Taxis operates as a three-vertical platform business centred on the iconic London electric black taxi. The first vertical, Sherbet Ride, provides B2C and B2B electric taxi bookings via a proprietary app, phone, and business portal, serving airport transfers, corporate commuting, and events. The second vertical, Sherbet Drive, offers TXE electric taxi rentals to Knowledge-qualified drivers with flexible terms and in-house maintenance at two London hubs. The third vertical, Sherbet Advertise, is an in-house media agency enabling brands to advertise on the electric taxi fleet through wraps, supersides, tip seats, and PR activations, supported by GPS tracking and post-campaign analytics. Supporting services include an LEVC-approved warranty centre at Putney Bridge, airport transfer packages, corporate account management with carbon tracking, and events transportation. The portfolio represents a platform combining passenger mobility, driver services, and advertising media.

Differentiator

Problem solved

Functional benefit

Brands

• Sherbet Ride: B2C electric taxi booking service for passengers, available via app and phone, offering airport transfers, business travel, and events transport.
• Sherbet Drive
• Sherbet Advertise
• Sherbet Wallet

Products and services

• Sherbet Ride B2C and B2B electric black taxi booking service available 24/7 via the Sherbet Ride iOS/Android app, phone dispatch, or web. Guarantees electric TXE vehicles for on-demand and pre-booked rides including airport transfers, corporate commuting, and events transport across London.
• Sherbet Drive Electric taxi rental service for Knowledge-qualified, TfL-licensed drivers offering flexible TXE rentals from 18-plate to brand-new models, with short-term, long-term, part-time, and full-time options, plus maintenance and EV training support.
• Sherbet Advertise In-house taxi advertising media agency selling brand campaigns on Sherbet's electric taxi fleet, including full livery wraps, supersides, bespoke decals, tip seat advertising, and rear window contravision, with GPS telematics-based geo-targeting and post-campaign analytics.
• Airport Transfer Service

Quantifiable outcome

• 193g CO2 emissions saved per mile compared to diesel black taxis
• +5 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• GettcoreTechnology or IntegrationStrategic partnership with Gett, a ride-hailing platform. Sherbet's growth including new HQ premises in Camden, repairs garage opening, driver hub cafe, and brand partnerships positions it for further expansion with Gett integration.
• Licensed Taxi Drivers' Association (LTDA)coreStrategic or Co-development PartnerLTDA is backing the Cabbies for the Climate campaign alongside environmental charity Possible. Sherbet is the trusted brand partner chosen to help amplify the message of accelerating transition to fully electric black-cab fleet across London.
• Possible (Environmental Charity)coreStrategic or Co-development PartnerEnvironmental charity Possible partnered with LTDA and Sherbet for the Cabbies for the Climate campaign. The initiative aims to challenge perceptions about black-cab drivers' commitment to environmental change and accelerate transition to electric fleet.
• LEVC (London Electric Vehicle Company)coreTechnology or IntegrationLEVC manufactures the TXE electric taxis that form Sherbet's fleet. Sherbet is an LEVC Approved Warranty Centre for TX4 and TXE maintenance and repairs. The partnership includes exclusive rental deals and EV training for drivers transitioning from diesel.
• Media AgenciescoreChannel Partner/ Reseller/ DistributorSherbet frequently works with and supports existing agencies, offering reasonably priced packages and direct collaboration. Works with agencies on campaign planning, creative development, and campaign execution.
• Transport for London (TfL)coreOthersTfL regulates London taxis and approves all taxi advertising artwork in London. Sherbet manages the TfL approval process for clients. TfL licensing requirements ensure Sherbet drivers are properly qualified.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ComCab: London black taxi operator with app-based booking and corporate accounts. Closest direct London black-cab fleet competitor to Sherbet Ride.
• Gett: UK and global ride-hailing platform with a strong focus on licensed black cabs in London. Direct competitor to Sherbet Ride and an existing Sherbet integration partner, operating in the same regulated taxi-hail category.
• FreeNow (formerly MyTaxi): Multi-city European taxi and ride-hailing app aggregating licensed taxis including black cabs in London. Comparable e-hailing model for regulated taxi fleets across European markets.
• Addison Lee: London's largest private-hire operator with executive and corporate account focus. Competes directly for the same corporate, airport, and events business traveller segment as Sherbet Ride.
• Wheely: Premium chauffeur-driven ride-hailing service in London targeting executive and corporate clients with luxury vehicles. Comparable high-end positioning and customer segment to Sherbet's business accounts.

Broad incumbents

• Bolt: Global ride-hailing platform operating aggressively in London via private hire vehicles. Represents the broader TNC competitive pressure on Sherbet's addressable ride market.
• Uber UK: Global ride-hailing incumbent with significant London private-hire volume. Sets the competitive price benchmark and consumer expectation that Sherbet's premium positioning must justify.
• JCDecaux UK: Largest outdoor advertising operator in the UK including taxi-side formats. Directly comparable advertising inventory and agency relationships for Sherbet Advertise's OOH media business.
• Clear Channel UK: Major UK out-of-home advertising operator with established taxi advertising formats. Competes with Sherbet Advertise for brand advertising budgets and is also the source of the founder's prior Taxi Media acquisition.

Others

• LEVC (London Electric Vehicle Company): Manufacturer of the TXE electric taxi that forms Sherbet's entire fleet and partner of Sherbet as an approved warranty centre. Strategic supplier and ecosystem enabler rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SherbetMediaLdn
• YouTubeyoutube.com/@sherbetlondon
• Facebooken-gb.facebook.com/sherbetlondontaxi
• LinkedInlinkedin.com/company/sherbet-london
• Instagraminstagram.com/sherbetmedialdn
• Pinterestpinterest.co.uk/sherbetl

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sherbet Electric Taxis