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Lyft launches Alcove global chauffeur brand as UK-based TBR prepares for 2027 transition
Lyft has announced plans to launch Alcove, a global executive chauffeur service that will replace the TBR Global Chauffeuring brand in early 2027, extending the ride-hailing company’s presence in corporate ground transportation.
The new operation will build on Glasgow-based TBR Global Chauffeuring, which Lyft acquired in 2025 for approximately $110 million. Alcove will operate across thousands of cities on six continents, targeting corporate travel programmes, executive passengers, VIP journeys and major events.
A new booking and journey management portal will become available to managed business customers in early 2027, with self-service access and a dedicated mobile app expected later in the spring. Existing TBR customers will retain their current service teams during the transition, while 24-hour support and security-sensitive transport arrangements will continue.
Lyft said the expansion would allow it to compete for a greater share of the global chauffeur market, which it values at tens of billions of dollars. The company expects Alcove to generate additional gross bookings and strong margins, although it has not disclosed specific revenue forecasts.
David Risher, Chief Executive Officer of Lyft, said: “Great chauffeurs go above and beyond, and with Alcove, we are excited for more people to experience the highest levels of service.”
The announcement follows growing competition between major ride-hailing platforms in executive transport, including Uber’s expansion into premium chauffeur services. Lyft said TBR recorded its strongest quarterly performance during the second quarter of 2026 and confirmed that the Alcove announcement would not affect its financial results for the third or fourth quarters of this year.
