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A new taxi service targeting only millionaires and wealthy people has launched in Dubai. The service, called Black & White, hopes to compete with the premium travel offered by airlines.

Black & White was founded by two brothers with experience in luxury brands. They noticed that although there are many expensive cars in Dubai, there are no chauffeur driven services that meet the same standards. And their new company wants to fill this gap.

Black & White Taxi membership costs more than $13,000 per year. For this amount, members can book luxury cars such as a Mercedes S-Class, BMW 7 Series, Range Rover or Maseratis, with drivers wearing a strict dress code. All cars are black or white—and with leather interior.

Key features of Black & White include in-car entertainment systems, Wi-Fi, refreshments, and an increased focus on privacy. Drivers undergo background checks and training to become luxury chauffeurs. The company strives to provide quality service at the level of the best airlines.

Route planning is carried out by a dedicated team to avoid traffic jams where possible. Participants can track their vehicle using the app and change pick-up/drop-off locations along the route if necessary. Payment is made directly to the company, not to the drivers.

Black & White currently has a fleet of 20 vehicles and plans to expand this to 50 next year. It sees potential as more ultra-rich migrants come to Dubai. The founders believe their services fill an important gap for wealthy travelers accustomed to VIP treatment. Only those approved through the membership process may use Black & White. The target market includes business owners, royalty, and individuals who value privacy and service. 

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