Uber’s biggest European competitors Taxify has confirmed that its rebranded UK name, now called Hopp, is part of a strategy to win back its London operators licence it once held for just four controversial days.
The minicab firm is hoping the name change, dropping the word “Taxi” from its name, will help them meet the requirements set in the capital.
A Taxify spokesperson told Business Insider: “...we’ve applied for a licence with the intention of trading under a different brand in the UK to avoid any confusion with traditional taxi services.”
Taxify originally launched its service in September 2017, but was forced to shut down just four days later as details of its licence emerged. The European company took the unusual steps of buying a small local minicab firm, instead of applying for a licence themselves.
In December 2017 Taxify were fined £250 plus £10,000 legal fees for trying to enter the London market via the backdoor.
Taxify admitted to a “major error of judgment” and has since employed former Gett Chief Marketing Officer Rich Pleeth to help win approval from regulators Transport for London for a new licence.
TaxiPoint originally reported the change of name on 4th December 2018 which has always been perceived to be one of stumbling blocks facing the company’s launch in the UK.
Founded by Markus Villig, Taxify, now known as Hopp in the UK, launched in 2013. They claim to be one of the fastest-growing ride-hailing platforms in Europe and Africa with investors including Daimler, Didi Chuxing, Korelya Capital and TransferWise co-founder Taavet Hinrikus.
The ride-hailing company claims to have more than 10 million users in more than 25 countries globally.