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You are reading Entrepreneur Middle East, the international franchise publication of Entrepreneur Media.
Among successful examples of market entry strategies, the way Blacklane, the ride-hailing service founded in Germany in 2011 by Jens Wohltorf and Frank Steuer, debuted in the UAE, may rank high. After all, Blacklane not only supports the UAE’s declaration of 2023 as the Year of Sustainability, but also aligns with the country’s Net Zero 2050 strategic initiative.
However, Blacklane UAE general manager Nicolas Soucaille explained that the company’s all-electric driving service is just one of many unique features it has developed to adapt to the nuances of the UAE market. “Our business model in the UAE has a unique approach in that we operate a dedicated fleet of vehicles and full-time, salaried drivers,” Sukhaye explained. “In addition, our vehicles are operated by our dedicated team of male and female drivers (who are trained through Blacklane’s proprietary Driver Training Academy), with the safety of each guest as the top priority. Our female drivers currently make up nearly 10% of our crew 50% and we are increasing that number further.”
When comparing Blacklane today to when it launched in Berlin 12 years ago, Soucaille noted that there was a significant shift from the initial emphasis on providing excellent customer service and a strong focus on sustainability to the focus the company has cultivated today. It’s also about innovation, passenger safety and a strong commitment to driver well-being. “These factors together make us stand out in the competitive landscape of ride-sharing platforms,” Sukaye added. Another outstanding factor is the company’s choice to make sustainability a fundamental element of its operational focus. “We at Blacklane are passionate about chauffeur services that provide fast-paced travelers with seamless, stress-free and sustainable travel,” said Soucaille. “Since 2017, we have made substantial progress in reducing our ecological footprint by implementing carbon offset projects for all our rides. Looking ahead, we are committed to having 50% of our rides globally powered by electric vehicles by 2025.”
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Soucaille also revealed that Blacklane has developed strategies to integrate sustainability into its daily operations, which include filling drivers’ empty journeys to ensure they have a reliable income, and introducing city-to-city services to reduce the need for drivers. Short haul flights.
Source: Blacklane
Today, Blacklane operates in more than 200 cities in more than 50 countries around the world. With 300 dedicated employees, the company offers a full range of ride-hailing services, including one-way, return, airport transfers, hourly bookings and intercity travel. “We offer on-demand and appointment-based services, with fixed and transparent prices determined at the time of booking,” Soucaille added.
Soucaille also noted that all of the company’s drivers undergo a comprehensive training program through the Blacklane Chauffer Training Academy to ensure they practice the highest standards of excellence in service, safety, etiquette and judgement. The UAE branch of the academy was launched in September 2022. “The training journey begins with a comprehensive assessment, facilitated through the use of advanced artificial intelligence and driving simulators, where we assess the driver’s driving skills and behavior,” said Sukaye. “They then embark on an intensive, immersive training course that covers both theoretical and practical components. The course delves into driving techniques, safety procedures, navigation and route planning, vehicle intricacies and the art of delivering an exceptional guest experience,” Sukhaye added. Road, in addition to professionalism and training, drivers are also educated on health and cleanliness standards.
As a startup, Blacklane has raised approximately $90 million in 13 funding rounds, some of which include UAE investor, Abu Dhabi business group Al Fahim (Series D in 2018), according to market intelligence platform CB Insights. ) and Gargash Group (Series F financing in 2023). Other investors include Daimler Mercedes-Benz, SIXT, Japan’s Recruit Holdings and others. It is therefore with this support that Blacklane aims to strengthen its position as a global leader in premium ground transportation. As Soucaille said: “Blacklane’s overarching strategic goal is to position itself as the first choice and industry leader in transportation.”
Source: Blacklane
executive Summary
Blacklane’s Nicolas Soucaille advises businesses on expansion into UAE and wider Middle East
do your homework “When entering any new country, it is important to prioritize market research to grasp its unique dynamics. Consider factors such as local regulations, competitive landscape and market trends. These will help tailor your approach and products to suit the market specific requirements.”
Build strong connections “As with all businesses, trust and relationships are crucial to doing business in the region. One must always carefully recognize the diverse and culturally rich landscape. This also plays a vital role in tailoring products, services and marketing strategies to suit local circumstances. Important role. Values and traditions.”
communicate effectively “Ultimately, communication plays the most important role in building your brand in the region. Effective communication requires clearly defining your unique selling points and how they meet the needs of the UAE market. Your messaging should resonate with the local audience and highlight your Advantages deliver products in a way that meets their specific requirements.”
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