KEEP TO CORE VALUES: Sherbet boss says black taxis need a rebrand to connect with under-35s, but not in the obvious way
- Perry Richardson
- Aug 12, 2025
- 3 min read
Do London’s black taxis need a rebrand to win over younger riders? The question was posed in TaxiPoint at the end of July and it drew a firm response from Sherbet Electric Taxis’ chief executive, Asher Moses. He says yes, but not in the obvious way. Moses argues the trade should talk more in the language of under-35s while keeping the regulated, high-quality service that defines the cab.
Price, says Moses, is not the battleground. London taxi fares are set by Transport for London and charged on the meter. The minimum fare rose to £4.20 this year alongside changes to tariffs. Competing on price would mean undermining a regulated offer built around safety and standards.
Sherbet’s view is that the next generation wants transport that is trusted, reliable and sustainable, but with sharper tech and a brand story that resonates. London has already shifted the fleet to zero-emission capable additions since 2018, which has pushed the electric transition across the trade.
Moses points to Sherbet’s positioning. The company operates electric, wheelchair-accessible black cabs driven by Knowledge-qualified professionals and has invested in a recognisable livery and a consumer app. Sherbet promotes its “guaranteed electric taxis” and offers booking via the Sherbet Ride app.
Accessibility remains a core part of the London taxi offer. All taxis licensed by TfL are required to be wheelchair accessible, and current electric models such as the LEVC TX include an integrated ramp.
On brand and communications, Moses says the trade should tell its sustainability story more clearly, refresh its tone of voice, and meet audiences where they are. That includes short-form video, work with lifestyle creators and more visibility for driver stories. Sherbet recently highlighted a 21-year-old who passed The Knowledge and joined its ranks, a useful example of content that can connect with new audiences.
He also nods to culture. Collaborations with coffee shops or entertainment brands and pop-up activity can help. The Sherbet name itself plays on “sherbet dab”, the cockney rhyming slang for cab, which underlines how identity can be part of the story told to younger riders.
Heritage does not mean being stuck in the past. With smart tech, strong design and a commitment to net-zero mobility, Moses says the London taxi can stay the ride of the future for every generation.
Moses said: “Interesting Q posed in TaxiPoint this month; Do London’s black taxis need a rebrand to win over the under 35’s?
“The short answer is yes, but not quite in the obvious way. Let’s get one thing out of the way - a lot of under 35’s want cheap rides but price isn’t something we can or want to compete on. As we’re licensed, our fares are set by the TfL meter and even if we could, we wouldn’t. The reason is that we’ve lasted so long as an industry because we offer quality transport that’s regulated, safe and trustworthy so to offer discounted prices, we’d have to forgo the quality that we work so hard to maintain. Plus, not all under 35’s are looking for ‘cheapest at any cost’. A lot want the benefits we already offer…they just don’t know we’re what they’re looking for. They are the under 35’s we need to connect with and yes, we need to talk more in their language.
“At Sherbet Electric Taxis, we believe the next generation of Londoners wants trusted, reliable and sustainable transport but the difference is they want it to be as tech advanced, socially conscious and have its own brand story that resonates with them.
The good news is that we are already: All-electric and fully accessible, driven by Knowledge qualified professionals who are safe and trustworthy, fully electric and therefore green, and a recognisable brand identity that they call on. You cant miss our stripes branding and the name Sherbet.
“Most importantly, we made bookings as easy as tapping a screen with our first to market electric black cab app
“However to really target Gen Z we need to communicate with them their way. Tell the sustainability story clearly and proudly. Refresh how we speak to a new audience perhaps through lifestyle influencers who they resonate with. Offer more lifestyle content in short form videos which tap into London sites and Gen Z value authenticity so we should share more about our amazing drivers; like how we recently attracted the youngest ever black taxi driver to pass the Knowledge test to be a Sherbet driver.
“Tap into pop-up culture with collaborations with their favourite coffee shops or entertainment providers perhaps and Gen Z value brands that promote diversity. We are a very diverse and inclusive business and support many causes, we should talk more about that.
“So, there’s a lot to think about. Heritage doesn’t mean being stuck in the past.
“With smart tech, strong design, and a real commitment to net-zero mobility, the London taxi can become the ride of the future — for every generation.”
