FREENOW UNDER LYFT OWNERSHIP: Exclusive interview on what success looks like and the launch of autonomous in 2026
- Perry Richardson
- 1 hour ago
- 7 min read
TaxiPoint sat down with Danny O’Gorman, UK General Manager at Freenow by Lyft, to examine how the company defines success in the UK as it moves deeper into 2026 under Lyft ownership.
O’Gorman goes on to frame success as broader than headline growth metrics, pointing to market share and profitability as essential, but not FT sufficient on their own. He said Freenow by Lyft’s benchmark also rests on its ability to remain a leading taxi-first platform, deliver consistent and sustainable earnings for drivers, and provide a reliable, safe service for passengers. Expansion into additional UK cities, following recent launches including Coventry and Glasgow, forms part of that picture, alongside a shift from planning to live testing of autonomous vehicles during the year.
By the end of 2026, what does success actually look like for Freenow by Lyft in the UK? Is it market share, city coverage, profitability, or something else?
Market share and profitability remain core business health indicators. However, success for us also means continuing to be a leader in the taxi sector and the partner of choice for taxi drivers, by providing sustainable earnings and a user-friendly app. For passengers, we want to deliver a great travel experience that makes moving through UK cities seamless, safe, and efficient.
As part of our success trajectory, we will be expanding our footprint into more British cities - last year we expanded into Coventry and Glasgow. However, our true benchmark is ensuring drivers have consistent, sustainable earnings and passengers have a service they can trust.
Crucially, 2026 marks a pivotal year for innovation. We are working closely with our partners and key stakeholders to establish the necessary frameworks for Autonomous vehicle (AV) deployment. Success in 12 months' time will mean we have successfully transitioned from planning to the testing phase.
How will Lyft’s ownership tangibly change your UK strategy in 2026?
The acquisition by Lyft marks a transformative milestone for Freenow, but our core mission remains unchanged: we are committed to reinforcing our taxi leadership and being the preferred partner for taxi drivers. Building on our achievement of profitability last year, joining forces with Lyft allows us to accelerate our growth and unlock tangible benefits for drivers and passengers alike.
In 2026, our UK strategy evolve in three key areas:
Unrivalled demand and brand power: Following our successful rebranding to Freenow by Lyft, we will continue to leverage Lyft’s global reach to bring more international travellers into UK cabs. Our high-visibility marketing campaigns will continue to support demand, which is also leveraged by our strong B2B client portfolio.
A focus on driver success: We are reinvesting our combined resources into innovations that support drivers and passengers, for example our driver priority programme and our airport prebook promise. These innovations are designed to protect drivers’ earnings, reduce dead mileage, and provide a more reliable, professional experience for those behind the wheel.
Expanding our offer to more cities: Last year Freenow by Lyft expanded into 30 new cities across the UK and Europe and during 2026 we plan to continue this expansion in the UK.
By combining Freenow’s deep local and European expertise with Lyft’s global innovation, we are ensuring that the UK taxi industry remains profitable, modern, and resilient for years to come.
What, if anything, will be different for drivers, operators, and passengers?
The partnership between Lyft and Freenow represents a significant step forward for the European taxi and transport landscape.
For Drivers and Operators: unlocking new demand - the most immediate benefit for our partners is the 'bridge' we are building across the Atlantic. By making Freenow the preferred app for Lyft’s massive North American passenger base traveling to Europe—and vice versa—we are creating a virtuous cycle of demand. For drivers and fleet operators, this means more passengers and more consistent earnings throughout the day.
For Passengers: a truly global experience - passengers will see a tangible shift in the quality of their journey. We are introducing more consistent pricing and faster matching to reduce wait times. Passengers can also look forward to new app features, ensuring that the passenger's experience is more intuitive than ever before.
For industry stakeholders - a commitment to leadership - central to this evolution is our commitment to reinforcing our position as a leader in the taxi sector. Together with Lyft we are dedicated to strengthening our position at the forefront of the industry. This growth is built upon a foundation of decades of trusted partnerships with our partner drivers.
We recognise that the taxi industry is a vital part of urban infrastructure. We remain steadfast in our collaborative approach with regulators, cities, unions and fleet partners to ensure a sustainable growth while upholding the professional standards that define the trade.
What specific changes would you like to see made to England’s National Minimum Standards to make them fit for purpose in a digital, app-led taxi market?
As always, Freenow by Lyft will continue to work closely with relevant stakeholders to respond to consultations while safeguarding driver partners and ensuring passengers have the best experience when using our service.
WAV taxi numbers are still declining. What practical levers like funding or incentives, do you believe would actually move the dial in 2026?
London’s black cab trade remains the only 100% wheelchair-accessible transport network in the capital, but we are reaching a breaking point. While every new TX electric taxi is designed for total inclusivity, the sheer cost of these vehicles—now exceeding £70,000—is driving a steady decline in the number of cabs on our streets.
To protect the mobility of disabled Londoners, we need urgent, practical financial levers. The biggest pain point for drivers remains the initial purchase price. We are calling on Transport for London (TfL) to introduce a targeted grant for both new and used TX taxis, similarly to what was done in Manchester through the Clean Air Greater Manchester Hackney Support Fund.
By bridging the funding gap and addressing the VAT burden on purpose-built WAVs, we can ensure that being a taxi driver remains a viable career and, more importantly, that London remains a world leader in accessible transport.
With an ageing workforce and falling entry rates, what do you think will attract new drivers into the licensed taxi trade over the next few years?
London’s taxi trade is at a crossroads. While interest in the Knowledge is rising, we’ve seen the taxi fleet shrinking significantly. At Freenow, we’re removing the first barrier by supporting drivers with our Knowledge subsidy which covers 100% of Knowledge costs, and we applaud and support LTDA’s proactive work, such as presence at job fairs to find the next generation.
But recruitment is only half the battle; the high cost of vehicles is one of the biggest pain points for drivers. If we want new drivers to stay, TfL must provide the financial support needed to handle rising vehicle costs to make the job sustainable for the long haul.
How do you think the role out of Autonomous Vehicles is going to impact the taxi and private hire industry?
The rollout of autonomous vehicles (AVs) is expected to transform the taxi and private hire industry by expanding the overall market and creating a more resilient "hybrid network". Rather than replacing human drivers, AVs are helping to "grow the pie" by increasing vehicle availability and improving arrival times, encouraging more passengers to ditch private car ownership in favour of taxis and PHVs. This growth benefits the entire industry, as human drivers will remain essential in situations less suited for AVs - such as navigating extreme weather or providing high-touch hospitality and physical assistance with luggage. This will highlight the premium value of human and hospitality services in a tech-driven world.
The industry is moving towards a future where human expertise and cutting-edge technology will work together to create a more efficient, scalable, and diverse transportation economy.
What will the launch look like and how many AVs will be put into the market in the first 12 months?
We're starting with an initial fleet of dozens of vehicles in London. The fleet will scale based on passenger demand, regulatory feedback, and operational performance in the years following the initial 2026 deployment, with the hope of scaling to hundreds from there, pending regulatory approval.
How will it work with Baidu? Will Freenow share the same fleet as Uber who also announced a partnership with Baidu?
Lyft will own the operational value chain and marketplace while Baidu provides vehicles, technology validation, and comprehensive technical support.
We're moving forward with an initial order of dozens of vehicles for London in 2026 to begin mapping and testing, and plan to roll out the fleet on the Lyft ecosystem over a measured period of time.
Where does this leave cabbies and the Knowledge of London?
The introduction of autonomous vehicles will be a landmark moment for London, but this won’t be a replacement for the world-class service of our licensed taxi trade. At Freenow by Lyft we are firm in our support for black cab drivers; they are the backbone of London’s roads, and we are committed to continue our support to ensure the trade continues to thrive and can recover from the challenges faced in the recent years.
The reality is that London’s transport needs are growing, and one size does not fit all. While AVs will help grow overall demand for shared mobility, black cabs provide a bespoke, high-quality service, comfort, space and accessibility that is not comparable. In addition, black cabs will continue to move faster than other vehicles as they can use the bus lanes or pull up on double yellow lines. Therefore, the Knowledge of London and black cabs are here to stay and will continue to serve Londoners and visitors alike in the years to come. By integrating new technology alongside the unique expertise of 'The Knowledge', we are ensuring that London remains the most mobile and accessible city in the world.
