The London black cab has survived every disruption thrown at it for a century;
Sherbet decided it deserved to lead one instead. The electric taxi company was named a Finalist in the Chauffeur/Taxi Provider category at the
2024 Travelling for Business Awards, recognition for modernising an icon without sanding off what makes it iconic.
Founded in 2013 by former cabbie Asher Moses, Sherbet, The Electric Taxi Company, has assembled the UK's largest fleet of electric black cabs, purpose-built LEVC taxis replacing diesel across a fleet hundreds strong. The proposition fuses heritages old and new: behind the wheel, Knowledge-qualified, TfL-licensed drivers whose bus-lane access and encyclopaedic routing still outwit any algorithm through central London; around the passenger, a zero-emission vehicle with a private rear compartment, free onboard Wi-Fi and device charging, the working commute reimagined at no premium to the metered fare.
Business services are built in rather than bolted on. Competitive fixed fares, flight monitoring and professional meet-and-greet cover airport work; bookings run through the app, web booker or a 24/7 dispatch line; and the factory-built accessibility of the vehicles, wheelchair access included, means
corporate travel policies cover every employee, an inclusivity premium services often fail. Beyond passenger work, Sherbet's platform spans driver services and taxi-side media, with the liveried fleet doubling as some of London's most visible advertising, and financing secured through the period kept the electric expansion accelerating.
The 2024 judges ranked Sherbet alongside Addison Lee beneath category winner Blacklane, two London philosophies flanking a global one, and its finalist place confirmed the electrified black cab as a serious contender for the corporate account.
The advertising fleet doubles as a rolling proof of concept. Sherbet's liveried electric cabs carry campaigns for global brands through the city's most photographed streets, revenue that helps finance fleet growth while normalising the sight of the zero-emission black cab at scale. Few businesses have made their sustainability transition quite so literally visible, or found a model where every mile driven advances it.
The
Travelling for Business Awards spotlight companies moving their industries forward, and Sherbet's 2024 recognition celebrated the rare disruptor whose revolution arrives in the most familiar shape on London's streets, now humming instead of rattling.
