DASH elevates consumer experience with dispute-free taxi-hailing service

DASH, a Hong Kong-based digital lifestyle platform, has launched DASH Taxi, a taxi-hailing app that is designed to eliminate disputes and enhance transparency in the taxi-hailing industry.

This comes as the company believes that the Hong Kong taxi industry has faced challenges related to service quality and payment methods in recent years. According to DASH's "State of Hong Kong’s taxi industry 2025 report," conducted in collaboration with Rakuten Insights and an internal driver survey, 89% of drivers consider it crucial to avoid conflicts with riders. Additionally, surveyed riders rank conflict-free trips as the top priority for improving taxi-hailing services.

Meanwhile, only 1% of drivers believe that existing ride-hailing platforms are meeting the needs of riders and drivers equally. 79% indicate a strong desire for a new taxi-hailing app that can balance the needs of both sides. This shows that despite increasing calls for digitisation and improved taxi services, insufficient support has hindered the industry's ability to adapt.

In terms of pricing and payment, the study reveals that 69% of drivers identify high commission fees on existing taxi-hailing apps as their biggest challenge. Meanwhile, 58% of riders consider transparent pricing as the most important factor for a satisfying ride experience, with personalised rides and digital payments ranking among the top three priorities. 

Based on the study and survey findings, the DASH Taxi app aims to elevate service quality and improve driver welfare by balancing the needs of both sides. With key features including meter-connected digital payment systems, personalised event suggestions and dedicated human-led customer services, it seeks to transform how Hongkongers think and feel about taxis.

During a media briefing, Jason Ma, co-founder and managing director of DASH told MARKETING-INTERACTIVE that the new app targets Hongkongers, emphasising DASH as a locally developed platform. Additionally, the company may consider targeting tourists in the future.

By digitising the entire taxi experience from booking to payments, DASH is trying to drive the digital transformation of sectors that have been left behind as the city advances its cashless economy and smart city goals – especially taxi drivers and small merchants, he added.

To further incentivise quality service, DASH Taxi does not charge its drivers a commission and introduces a “whitelist” feature to allow riders to rebook their favorite drivers, enabling them to boost their earnings.

To promote the app to Hongkongers, Ma said DASH has adopted taxi body advertisements on Lantau Island. While the company has not yet allocated advertising in other districts in Hong Kong, Ma said the company has embraced word-of-mouth marketing and is committed to providing excellent service with dedicated human-led customer support, enabling riders or drivers to contact them promptly.

Since its soft launch in March, DASH Taxi has onboarded more than 4,000 drivers and completed over 500 rides in Lantau Island, according to the release. To further support and transform the taxi industry, DASH Taxi is collaborating with taxi partners such as SynCab, Hang On Motors, Hung Yat Motors, Yick Fung Motors.

“It is clear that Hongkongers are longing for a new taxi-hailing service that can better meet the needs of riders and drivers. Our focus on taxi-hailing as our inaugural service stems from its pivotal role in steering the city towards a cashless future. Taxis are also the first and last mile of a lot of Hong Kongers’ daily commutes, even shaping the way they start and conclude their day," Ma said. 

Michael Chan, co-founder of DASH, said: “It’s such a profound milestone for DASH as we witness the realisation of our vision for a better-connected city, with the launch of our very first product. We are not just supporting the digitalisation of Hong Kong’s mobility landscape, but also propelling the city toward a cashless economy. At DASH, we are all about creating a unified digital lifestyle platform, where your daily essentials can seamlessly connect, offering customers and merchants a more convenient and personalised experience, much like visiting your favourite local hang-outs,” Chan added. 

Founded in Hong Kong in 2021, DASH is a digital lifestyle platform dedicated to creating a connected ecosystem for customers and merchants. By integrating ride-hailing, events, food and beverage, and retail into one platform and unifying these through seamless digital payments, DASH enhances everyday experiences for customers, from daily commute to exclusive events.

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