Uber partners with Hong Kong firm to launch its first premium service outside US

Uber has teamed up with Hong Kong's Kwoon Chung Bus to launch its inaugural premium service outside the United States, a move unrelated to the firm's pursuit of a larger licence quota under an upcoming regulatory regime. The collaboration introduced Uber Elite, which provides pre-booked rides in Mercedes-Benz vehicles for up to six passengers, uniformed chauffeurs, airport meet-and-greet services, and more.

Estyn Chung, Uber's general manager in Hong Kong, noted that business customers had expressed a desire for a premium service, and Uber Elite fulfills that need. Timothy Wong Cheuk-tim, executive director of Kwoon Chung Bus, highlighted the growing demand for personalized, high-quality travel services among business and leisure travelers visiting Hong Kong monthly.

Drivers for the new initiative, numbering 15 to 30 full-time individuals, are sourced from Kwoon Chung Bus's limousine department and must undergo six hours of training and an assessment before operating Uber Elite. The fleet, comprising over 100 vehicles, will initially allocate 50 to the premium service, with adjustments made based on demand.

The service targets executives, business travelers, high-net-worth individuals, and corporate clients, with costs running into the high three-digit or low four-digit range. Uber Elite drivers are fluent in English, Cantonese, and Mandarin and offer complimentary Wi-fi, bottled water, snacks, device charging stations, and wet wipes.

Customers can book trips from two hours to 90 days in advance. Lawmaker Adrian Pedro Ho King-hong acknowledged the demand for such a service, which could complement Hong Kong's tourism and business sectors, but emphasized that the partnership's competitors would primarily be hotel limousine services. He stressed that the move would not influence Uber's request for an expanded quota for ride-hailing service permits, as the company already operates 30,000 active drivers, exceeding the proposed cap of 10,000 vehicles.

Fellow legislator Chong Ho-fung reiterated that the Uber Elite limousine service is distinct from standard ride-hailing business and would benefit from Kwoon Chung Bus's experience in working with top-tier hotels and Uber's efficient platform.