The first ever all electric fleet of black cabs has hit the streets to cut down on Londons toxic pollution.
A fleet of 150 vehicles will be delivered via the Sherbet RIDE app, which is the first of its kind to exclusively offer electric vehicles.
They are hoping to capitalise on the booming cab market ahead of the introduction of the Ultra-Low Emissions Zone (ULEZ).
The app claims it will future-proof the London black taxi industry in the face of impending new legislation.
The ULEZ zone is being introduced by Transport for London from April 2019 in an attempt to reduce congestion and pollution in the capital.
Any vehicles entering the zone will have to meet new exhaust emission standards or they will have to pay a daily charge to enter the area.
Cabbie Asher Moses believes Sherbet and the London black taxi industry at large can reclaim the prized Zone 1 battleground in the face Uber and Hailo by going electric before ULEZs introduction.
He said: Londons black taxi industry is in my blood and I am frustrated that it sometimes gets a bad press.
The heritage of the London black taxi industry is built upon putting the passenger at the heart of everything we do and offering the best in customer service.
With the rise of ride-sharing apps across London, we feel the industry at large has lost sight of this. The service we launch today aims to help the London black taxi industry reclaim its Central London heartland through the offer of an environmental, tech-enabled passenger-focused service.
As well as offering some of Londons cleanest cars, we also want our drivers to be amongst the worlds best, hence why we run our unique Knowledge School in Dalston.
The company hopes to achieve this through offering rigorous driver training and the innovative use of technology to maximise passenger experience.
Asher, who has been a licensed cabbie for 30 years, says his company also plans to lead the way in the training of drivers.
Drivers wishing to represent the new service will have to sign up to the Sherbet charter, which means they will have to undertake compulsory first aid and major incident training.
He added: The London black taxi industry has been under siege for a couple of years and I hope today marks the beginning in bringing back the glory days for our trade.
The introduction of the ULEZ means that the entire industry has to modernise and we hope the launch of Sherbet RIDE will allow black taxi drivers to steal a march on the competition.