Green Tomato Cars

What Green Tomato Cars does

Green Tomato Cars Limited is a London-based private hire car service founded in 2006 by two former legal professionals, operating as London's only dedicated sustainable private hire operator with Europe's largest zero-emission passenger fleet of approximately 600 vehicles. The fleet is tiered across Classic (VW ID3 pure electric), Executive (Tesla Model 3, BMW 5 Series PHEV, Toyota Mirai hydrogen, Mercedes E Class PHEV), Luxury (BMW 7 Series PHEV, Mercedes V-Class MPV), and people carrier categories, with all unavoidable emissions double-offset through Natural Capital Partners projects to achieve carbon-negative status under a trademarked "lower-than-zero emissions" claim. The company is ISO 9001 and ISO 14001 certified and serves named enterprise customers including BBC, NHS, Discovery Channel, Haymarket, BAFTA, and Sky.

Name

Green Tomato Cars

Legal name

Green Tomato Cars Limited

Website

https://greentomatocars.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Private Hire Transportation

NAICS

Taxi and Limousine Service (4853)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Sustainable / Low-Emission Ground Transportation Programs (THACAIAL)

akta.pro secondary industry

Luxury Sedan & Executive Car Rentals (THADAMAB)

Keywords

• Private hire services
• Executive car service
• Eco-friendly transportation
• Zero-emission vehicles
• Corporate transport accounts

Headquarters

HQ city

Brentford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Hire Transportation Services: Core revenue from private hire car services in London. Customers pay per journey based on distance, vehicle type, and service level (Classic, Exec, Luxury, Zero Emission). Revenue generated through both retail (individual) and corporate account bookings.
2. Corporate Account Management: Managed business accounts with 2,000+ corporate customers. Revenue from ongoing corporate transportation with account management, billing flexibility (14-day credit, individual credit card, direct debit), and volume discounts.
3. Courier and Parcel Services: Own parcel car service plus partnership with Santis for courier services including bikes, vans. Revenue per delivery based on size and urgency.
4. Events and Production Services: Dedicated Events team managing transport for corporate events, weddings, awards shows. TV, Film and Production transport services for entertainment industry.
5. International and National Network Bookings: Commission and margin on bookings fulfilled through partner network in UK (outside London), Ireland, and internationally (Paris, New York, Buenos Aires, Beijing).

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels7 records

Core offering

Green Tomato Cars is a London-based private hire car service providing pre-booked and on-demand passenger transportation using a fleet of approximately 600 low and zero-emission vehicles, including the largest zero-emission passenger fleet in Europe. The company offers tiered service classes (Classic, Executive, Luxury, People Carrier), a managed Business Account Service for over 2,000 corporate customers, courier and parcel delivery, dedicated events transport, and TV/Film production transport, distributed through its own mobile apps, web portal, phone bookings, and a partner network spanning 178 cities.

Product overview

Green Tomato Cars operates London's only sustainable private hire car service with a tiered vehicle fleet. The core offering includes Classic (VW ID3 electric), Exec (Tesla Model 3, BMW 5 Series PHEV, Toyota Mirai hydrogen, Mercedes E Class PHEV), Luxury (BMW 7 Series PHEV, Mercedes V-Class), and People Carriers (Ford Galaxy, Mercedes V-Class). The company runs the largest zero-emission passenger fleet in Europe since 2020. Customers access services via a unified platform comprising a consumer mobile app (iOS/Android), web portal for account management, and direct booking through the website. Supporting services include a Carbon Calculator tool for emissions comparison, Business Account Service with managed transport features, courier services via partner Santis, Events Transportation, and TV/Film Production transport. A National and International Network extends coverage beyond London to UK, Ireland, and global destinations.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Hire Transportation Service Tiered passenger transportation service across Classic (VW ID3 electric), Executive (Tesla Model 3, BMW 5 Series PHEV, Toyota Mirai hydrogen, Mercedes E Class PHEV), Luxury (BMW 7 Series PHEV, Mercedes V-Class), and People Carrier (Ford Galaxy, Mercedes V-Class) categories. Available 24/7 via app, web portal, and phone, supporting pre-bookings up to three months in advance or immediate pickup.
• Business Account Service Managed executive car service for corporate customers providing consolidated billing, user permissions, spend reports, global address book, custom booking policies, multiple payment methods (credit card, direct debit), 14-day credit terms, and dedicated account management. Serves over 2,000 corporate customers across broadcast media, production, financial services, legal, public sector, and charities.
• GreenTomatoCars Mobile App iOS and Android smartphone application enabling users to book rides, track drivers in real-time, manage bookings, access web portal features, and receive booking notifications. Supports both consumer and account customer functionality.
• Courier Services Parcel delivery service utilizing own parcel car fleet and partner Santis for van and bike courier needs. Covers small packages to larger items including musical equipment and photo shoot props, with same-day, priority, and standard delivery options.
• Events Transportation Dedicated events team providing transport organization for board meetings, weddings, and awards shows with a dedicated point of contact, live online chat with logistics team, on-site marshaling services, and expert booking advice.
• TV, Film & Production Transport Specialized transport for commercials, documentaries, soaps, reality shows, costume dramas, quiz shows, feature films, and live broadcasts. Provides services for unit cars, location moves, talent transport, and complex production schedules for transport captains and production managers.
• National & International Network Booking Partner network covering the whole of the UK, Ireland, and international destinations including Paris, New York, Buenos Aires, and Beijing. Offers eco-friendly, budget, and executive vehicle options through global ground transport partners with central billing through Green Tomato Cars.

Quantifiable outcome

• Carbon negative operations through double offsetting (298,731kg CO2 offset in last 12 months)
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AlbertcoreStrategic or Co-development Partner · 1 January 2017Official transport partner of Albert, the sustainable film and TV production programme, since 2017. Green Tomato Cars provides sustainable transportation for film and TV productions seeking to reduce their environmental impact and meet Albert sustainability standards.
• Trees for CitiesminorStrategic or Co-development PartnerPartnership for planting hundreds of trees in local parks. Environmental initiative supporting urban greening and community engagement. Also plants trees for babies transported to hospital in labour.
• SantiscoreChannel Partner/ Reseller/ DistributorCourier services partnership for bikes, vans, and larger delivery needs. Santis chosen for sustainability focus and technology approach. Green Tomato Cars refers parcel and courier bookings to Santis. Services include same-day, priority, and standard deliveries.
• Natural Capital PartnerscoreStrategic or Co-development PartnerCarbon offset projects through Natural Capital Partners including Solar Water Heating in India and Coastal Reserve Conservation in Chile. These projects reduce emissions and improve air quality, enabling Green Tomato Cars to double offset their unavoidable CO2 emissions.
• Addison Lee GroupcoreChannel Partner/ Reseller/ DistributorDriver recruitment now managed by Addison Lee Group recruitment team. Green Tomato Cars is now part of Addison Lee Group. Driver applications processed through Addison Lee website at addisonlee.com/become-an-addisonlee-driver/.
• Travelhire GroupcoreOthersGreen Tomato Cars Limited is a wholly owned subsidiary of the Travelhire Group of companies. Travelhire Group provides corporate travel and transport services with multiple brands.
• London Black CabsminorChannel Partner/ Reseller/ DistributorPartnership for wheelchair accessible vehicle (WAV) requirements. Sub-contracts WAV bookings to London Black Cabs when needed. Maintains service continuity for accessibility needs.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• FreeNow: European taxi and private hire app (formerly mytaxi/Hailo) with strong London presence. Closely comparable in core private hire proposition and B2B taxi-voucher programs for corporate travel.
• Wheely: London-based luxury chauffeur service competing directly in the premium executive car segment. Comparable customer base (corporate, high-net-worth individuals) and similar tiered vehicle offerings.
• Gett: UK-focused taxi and ground transportation app, historically focused on black cabs and corporate accounts. Overlaps in the corporate B2B channel and London chauffeur-driven service category.
• Bolt: European rideshare platform operating in London with premium and category-specific tiers. Directly comparable as a chauffeur-driven private hire alternative targeting similar urban markets with app-based booking.
• Addison Lee: London's largest private hire car service, focused on executive and corporate accounts. Now the parent group of Green Tomato Cars, offering the closest product overlap (premium chauffeur-driven service with corporate billing) in the same London market.

Broad incumbents

• Uber: Global rideshare platform with a major London presence, offering Uber Green and Comfort tiers. Competes on driver supply and app UX, with overlapping corporate travel use cases, but operates a much broader portfolio than Green Tomato Cars.
• Ola: Global rideshare platform with a UK presence. Competes in the broader app-based private hire space, with overlapping consumer and corporate use cases but a much wider geographic portfolio.
• Careem: Super-app and rideshare platform across MENA, Pakistan, and parts of Europe, now part of Uber. Comparable private hire model and corporate ground transport use cases, though primarily serving different geographies.
• Lyft: North American rideshare incumbent with a public commitment to electric and sustainable mobility. Comparable business model (app-based private hire) and emerging product overlap through its green/electric options.

Emerging players

• Kapten: European taxi app backed by Daimler and BMW, operating in London and other European cities. Partial overlap in private hire with chauffeur-driven service and corporate accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/greentomatocars
• Facebookfacebook.com/greentomatocars
• LinkedInuk.linkedin.com/company/greentomatocars
• Instagraminstagram.com/greentomatocars

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Green Tomato Cars