Luxury ride-hailing service for millionaires launched in Dubai

Clients will be chauffeured in a W223 Mercedes-Benz S-Class outfitted with amenities from prestigious brands such as Acqua di Parma’s car diffuser, Oshibori Concept’s towels and bottles of FIJI Water.

The premium experience comes with a rate of AED5 ($1.36) per minute and per kilometer, an AED100 ($27.2) pickup fare and an AED150 ($40.8) minimum fare.

The total fare also includes an AED5 charge for every waiting minute after the first five, and any incurred parking and toll fees.

The journey is meticulously tailored to each client's preferences, with options to customize music, interior lighting, massage seats and entertainment systems, Arabian Business reported.

Home to nearly 70,000 millionaires, Dubai presents a substantial opportunity for Wheely.

It plans to employ 500 people in the city in the next two years and boast a network of over 1,000 staff in the Middle East in three to five years.

Dubai's ride-hailing market is dominated by Careem, partially owned by Wheely's competitor Uber, according to CNBC.

However, Wheely's services are distinctly tailored towards a more luxury clientele.

Post Middle East expansion, Wheely has its sights set on the U.S. market, Uber's home turf.