It's a private car service. They started with Lincoln town cars and are 
expanding to other vechices like BMWs, SUV's. I've used it in the US and its an 
upmarket service. the driver comes in a suit and a nice car, comes immediately 
and costs like 2x regular fare. I took 4 rides and usually came in about 10 - 
20mins.

there's a bit of competition in this space like Hailo in UK and even locally 
you have gocatch (but focused on taxis).

I agree with the other post about demand existing. The issue seems to be more 
on the supply side - getting enough cars and drivers. It's a logistics problem 
they need to solve.

There's some interesting innovation happening in this space with city ride 
sharing services like Lyft and Sidecar as well. Watching an interview with the 
Uber CEO, they may go down this path to get more cars on the service.

Cheers,

Matt Ho
@inspiredworlds

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