Take a back seat

As technology blurs the line between ground transport options, chauffeur providers double down on offering premium levels of service

- TAMSIN COCKS

A fleet of black Mercedes are lined up at Syon Park, Wheely's London headquarters the company's Chauffeur Academy is in session.

The intense three-day accreditation course is designed to push service levels to the maximum. Only 30 per cent of the chauffeur hopefuls will pass the course and join Wheely's 4,000-strong team of driving professionals across the globe. "What we do is deliver experiences, not just journeys," explains Laura Allen, global director of customer experience at Wheely. "My background is in luxury hotels, I worked with the Jumeirah group for nine years in Dubai and that's the level we're trying to deliver - not just five-star, but seven-star service."

Naturally, this means immaculate presentation (of car and driver), smooth rides (no sharp corners or hard breaks), and discreet, professional service. But to get those extra stars, Wheely chauffeurs must also master calligraphy, first aid and something called the "maximum resonance point" (more on this later).

The bar to entry is having the right car all of Wheely's chauffeurs are responsible for purchasing and maintaining their own vehicles. Cars must be a Mercedes E-class or EQE (electric vehicle), a maximum of three years old and a dark, classic colour. For first-class tariffs, cars must be S-class W222 and W223, and the XL tariff (for larger groups and luggage) features V-class Mercedes.

Wheels sorted, it's onto class. Day one covers "the basics", starting with a 157-slide presentation detailing everything from dress code (two- or three-piece suit; matching tie; Oxford or Derby shoes; pocket square) to how the car should be prepared (stocked with amenities and charging cables) and immaculately presented - trainers will swipe their finger inside the exhaust pipe to check vehicles are showroom standard.