How WEBTAXI Changed Mobility in Luxembourg
From digital innovation to more sustainable urban transport
On July 16, 2012, the first WEBTAXI hit the roads of the Grand Duchy of Luxembourg. Initially aimed at customers in and around the capital, the service quickly gained its first clients and the fleet rapidly grew. A look back at ten adventurous years.
When Taxis Were Still Ordered by Phone…
In spring 2012, dissatisfaction with taxis was growing in the Grand Duchy: opaque pricing and high costs sparked calls for reform in a sector that had not evolved for decades. At that time, passengers often didn’t know their fare until the end of the ride – a situation becoming increasingly untenable as mobility began to digitize.
In June 2012, new taxis appeared in Luxembourg City: instead of the traditional black vehicles, fully white hybrid cars with the inscription “Who am I?” circulated – signaling that something new was
The Birth of WEBTAXI
The challenge was recognized by Voyages Emile Weber, a transport group known for bus and coach services, which wanted to expand into complementary mobility solutions. This led to the partial and later full acquisition of Benelux Taxis, then the second-largest taxi provider in Luxembourg.
On July 10, 2012, WEBTAXI was officially launched. The concept was built on three pillars: ecology, transparency, and economy. Initially, 15 orange-white vehicles were deployed, soon a visible part of the urban landscape. With the slogan “Cleaner, cheaper”, customers received transparent fares calculated before booking – all with less polluting vehicles. Moreover, WEBTAXI became the first taxi service in Luxembourg to be ordered via an app, a small revolution compared with ordering by phone
Growth, Innovation & New Services
From the start, WEBTAXI enjoyed rapid success; the vehicle fleet continued to grow. In July 2015, the first electric taxis in the Grand Duchy went into service, followed by further models in subsequent years.
At the end of 2016, a new centralized taxi hub was established, and on February 13, 2017, new branded services were introduced: WEBTAXI eco, limo, and pro, replacing former names such as Benelux Taxis, Intertaxi, and ProCab. The logo was also redesigned into an orange “W” pin symbol, representing the start point of every ride on a map.
Challenges During the Crisis
On March 13, 2020, with the onset of the COVID-19 lockdown, taxi operations fell by 93 %. WEBTAXI responded swiftly: drivers were temporarily reassigned as minibus drivers for Voyages Emile Weber, and partner companies were prioritized as services resumed. Creative initiatives such as the WEBTAXI Feel the Beat Sessions, streaming top DJs online, were also introduced.
Today and Beyond
After thousands of kilometers driven and countless passengers served, WEBTAXI celebrates its 10th anniversary. The service not only brought the orange color to Luxembourg’s streets but disrupted the market with transparent pricing. By first introducing hybrid and then fully electric taxis, WEBTAXI demonstrated how innovation and ecological responsibility can go hand in hand. In the future, it aims to continue delivering high-quality service while honoring its social and environmental commitments.
To mark the anniversary, several vehicles received special designs, symbolizing both the journeys made and the gratitude to customers and the dedicated teams behind the service.
