I don’t often find myself impressed by a car service app. Let’s face it –  most of them promise convenience and luxury, but deliver little more than a ride from point A to B with varying levels of comfort. But when a friend mentioned Wheely, the London-based luxury chauffeur service that recently launched in Dubai, I was curious enough to give it a try.

I was heading to a lunch at The Arts Club in Downtown Dubai, an area notoriously difficult to manoeuvre. I didn’t want to deal with last-minute parking or take my chances on the sort of ride quality that might roll up to my door, so I quickly downloaded the app and booked a car. The first thing I clocked was how the apps’ interface itself is notably refined — pared back, intuitive, and clearly designed for those who value both form and function. Everything from the vehicle selection to the ability to tailor the journey in advance (temperature, music preferences, even the dress code of the chauffeur) suggested this wasn’t your average ride-hailing experience.

I opted for the First Class tier, which offers a Mercedes-Benz S-Class – a car that has, for good reason, long been considered a benchmark in executive luxury – although I have to admit I did hesitate over going all out with a Luxe Class ride, which would mean getting driven around town in the back of a Mercedes-Maybach S-Class. Within minutes, the app confirmed my chauffeur’s arrival. What stood out immediately was the attention to detail. The driver stepped out, greeted me with a polite nod, and opened the door. No unnecessary small talk. No distractions. Just the kind of poised professionalism that’s become increasingly rare.

Inside, the car felt like a moving suite. Bottled water was neatly placed in the cup holder, soft ambient lighting set the tone, and a subtle Acqua di Parma fragrance lingered in the air. The interior was spotless — not just clean, but immaculately maintained. This wasn’t about flash; it was about quiet, confident luxury. The perfect place to get work done without having to worry about the traffic, the skill of the driver or the stress of having to find parking when I arrived. 

What I appreciated most was the restraint. The chauffeur asked whether the temperature was to my liking, confirmed the destination and the estimated time it would take to get there. Then I just settled back, he did his job, while I continued to do mine. There was no chatter unless prompted. For the duration of the ride, I was able to catch up on emails and decompress — something I can rarely say about a car journey.

Dubai is a city that knows excess. But Wheely manages to offer a kind of understated refinement that feels more European in ethos. It’s not about being seen. It’s about being well taken care of — discreetly, efficiently, and with grace. In a place where personal drivers and private cars are common among the upper echelons, Wheely offers an elegant solution for those of us who want that level of service without the full-time commitment.

This was just one trip, but it was enough to convince me of the service’s potential in this city, and I loved the idea of being able to book my driver out for a day or a half day. Knowing that he would be waiting for me, after my lunch meeting went long, just meant I had one less thing to worry about when it came to making it to my next meeting. 

For me, Wheely is a smart option for both Dubai residents who have a day full of meetings all across the city, but also visitors who what to navigate the city’s sprawling layout without compromising on comfort. To be fair, it’s not inexpensive, but nor should it be when it offers value in ways that go beyond pricing: time saved, stress avoided, and the simple pleasure of arriving composed and unflustered.

And now that I think about it, I will try out Wheely’s Luxe Class option next time. A stress-free drive in the back of a Maybach, that is something I know I could get used to.