Life
In a city where luxury is measured in exclusivity, Wheely has just raised the bar. The Swiss-British chauffeur service has unveiled Wheely Luxe, its most refined tier yet, granting members in Dubai something unprecedented – the ability to summon a Mercedes-Maybach S-Class at will.
Until now, the Maybach, synonymous with uncompromising elegance, was reserved for private ownership or bespoke bookings. Wheely changes that, becoming the only platform to offer it on-demand, transforming even the shortest commute into a statement of discernment. The experience is designed for those who consider travel an art form.
The experience goes beyond the Maybach’s known comfort. With Wheely, the cabin, a cocoon of hand-stitched leather and polished wood, is subtly scented with Aqua di Parma. Each ride comes with chilled FIJI water and San Pellegrino sparkling water, kept cool in built-in refrigerators, while Colonia-scented hand cream and plush cleansing towels complete the sensory experience.
“These aren’t just amenities – they’re essential touches for those who appreciate true refinement,” says Omar Maatouk, Wheely’s Middle East General Manager. The service also includes practical luxuries like USB-C and Lightning chargers, plus folding tables for on-the-go productivity.
“This isn’t just about transport. It’s about delivering a new standard of private travel, where every element is considered”, says Maatouk.
The launch follows Wheely’s recent introduction of an SUV class for business travelers, but Wheely Luxe is a different proposition. This one is aimed at those for whom luxury is not just a preference but a prerequisite. The membership remains tightly curated, ensuring that access feels as exclusive as the experience itself.
Wheely’s tiered services include Luxe (Maybach S-Class), Business SUV (GMC Yukon), New Business (BMW 5 Series), First (Mercedes S-Class), and XL (Mercedes V-Class), along with airport pickups and Chauffeur for a Day for members. Their exclusive Membership program rewards frequent travelers with global access to premium services, available after 15 journeys or by invitation.
In a market saturated with superlatives, Wheely has found a way to make luxury feel personal again. And for Dubai’s most discerning travelers, the Maybach is now just a tap away.
