Sherbet London

Sherbet London, founded by Asher Moses in 2013, operates a multi-faceted business centered around London's iconic black cabs, with a strong focus on environmental sustainability. The company's name is derived from the Cockney rhyming slang 'Sherbet Dab' for 'cab'.

Asher Moses began his journey as a licensed London taxi driver in 1989. His entrepreneurial ventures within the industry started with building a fleet of diesel taxis, pioneering in-cab credit card payments, and developing a taxi advertising business which he later sold to VeriFone. Witnessing the sale of Addison Lee for a significant sum, Moses was inspired to re-enter the market with a vision to create a major, future-proofed business, leading to the establishment of Sherbet.

The company's business model is structured around three core pillars: Sherbet Ride, Sherbet Drive, and Sherbet Advertise. Sherbet Ride is the consumer and corporate-facing service, offering app-based booking for its fleet of 100% electric taxis, emphasizing safety and sustainability. Sherbet Drive serves the drivers by providing electric taxi rentals, maintenance, and repair services through multiple warranty centers. Sherbet Advertise functions as an in-house media agency, offering out-of-home (OOH) advertising solutions by turning its fleet into mobile billboards for brands. This division utilizes telematics and GPS tracking to provide clients with data on campaign reach and coverage.

Sherbet primarily serves corporate clients in London, such as law firms and financial institutions, who are focused on reducing their carbon footprint, as well as the general public. The business generates revenue through taxi fares and account management for corporate clients, vehicle rental fees from drivers, and selling taxi media packages to brands. The company has been transitioning its fleet from diesel to fully electric vehicles, manufactured by the London Electric Vehicle Company (LEVC), to align with London's ultra-low emission zone regulations. Future plans include the launch of 'Sherbet Wallet', a financial tool for drivers, and 'Sherbet Intelligence', a service to collect and sell real-time city data like traffic and pollution information.

Keywords: electric taxis, taxi rental, taxi advertising, corporate transport, sustainable transportation, London black cabs, out-of-home media, fleet management, ride-hailing app, Asher Moses, vehicle leasing, chauffeur service, mobile billboards, carbon footprint reduction, smart city data, eco-friendly transport, corporate accounts, airport transfers, PR campaigns, vehicle wraps