Kapten, the French ride-hailing app backed by Daimler and BMW, has as we speak launched in London, coupled with a feisty advert marketing campaign taking a swipe at Uber’s tax preparations.
It follows Kapten (previously known as “Chauffeur Prive”) acquiring a license from TfL, London’s transport regulator, to function its private-hire car (PHV) service within the U.Okay. capital metropolis. The corporate first launched in France in 2012, rising rapidly in Paris, and has since expanded to Lisbon and Geneva.
Particularly, Kapten’s new billboard advert marketing campaign calls out Uber for avoiding native gross sales tax. “Others keep away from paying VAT within the UK, that’s not uber coo,” reads the copy. In distinction, Kapten says it pay taxes regionally in each market that it operates in. The advert then goes on to inform Londoners that utilizing Kapten “may simply be your finest choice as we speak”.
In a press launch driving dwelling the purpose, Kapten notes that Uber has confronted criticism within the U.Okay. for paying little tax to the U.Okay. authorities and avoiding VAT on high of its service charge because of the U.S. firm’s Dutch tax location.
“Uber had an estimated £1bn of experience bookings within the U.Okay. in 2018. If 20 % VAT was added to its 25 % fee, the U.Okay. Exchequer would get a further £50m per 12 months,” says Kapten.
In the meantime, Kapten’s newly launched London service must be accessible in zones 1 to five as of as we speak. The ride-hailing app can also be launching with a 50 percent-off provide on rides. After launch, Kapten claims that its low pricing will nonetheless imply fares are on common 20 % cheaper than opponents.
“Journeys within the congestion cost zone will likely be no less than £2 cheaper than Uber as a consequence of congestion and clean-air charges,” says the French firm, promising to cowl the congestion cost on behalf of its drivers for the remainder of 2019.
Provides Mariusz Zabrocki, London Basic Supervisor of Kapten, in a press release: “There was one dominant, over-confident ride-hailing participant in London and it’s time to shake issues up. We imagine London’s private-hire drivers, commuters and residents deserve higher. Every time a Londoner takes an Uber experience, 60p is misplaced that would finance the NHS, faculties and different components of the U.Okay.” financial system.