In this exclusive interview with Magzoid, Rakhee Raval Shepherd, Head of Marketing & PR for Blacklane Middle East, delves into the innovative initiatives and future aspirations of Blacklane. She discusses the creation and impact of “In The Blacklane,” a captivating content series that offers a unique glimpse into the lives of Dubai’s most influential personalities. Shepherd also sheds light on Blacklane’s commitment to sustainable luxury travel with their all-electric Mercedes EQS fleet and their vision for the future of electric chauffeur services. Join us as we explore how Blacklane is shaping the narrative of luxury travel and cultural storytelling in Dubai and beyond.
Q.1. What does Blacklane hope to achieve with the series and what are the future plans with the series?
‘In The Blacklane’ produced by Blacklane ME is an engaging content series that weaves a rich mosaic of stories featuring entrepreneurs and influential personalities who have made significant strides in Dubai.
Filmed in the comfort of Blacklane’s all-electric Mercedes EQS vehicle and presented by Salama Mohammed, one of Forbes’ Top Women Entrepreneurs and founder of Peacefull skincare, this series offers exclusive behind-the-scenes insights into the lives and careers of Dubai’s business and cultural icons. It features renowned figures like Joey Ghazal, Amna Al Qubaisi, Freek, Ameni Esseibi, and world-renowned artist and humanitarian Sacha Jafri, and aims to inspire with their stories of perseverance and success, highlighting Dubai as a hub for innovation and achievement.
With nearly 13 million views across 5 episodes, we plan to continue the series, and potentially add a sub-series that will spotlight UAE based trailblazers within a specific industry, further spotlighting Dubai’s cultural and entrepreneurial landscape.
Q.2. “In the Blacklane” takes place in the Mercedes EQS vehicle, a state-of-the-art electric car. What does Blacklane think of the future of the electric car chauffeur service?
At Blacklane, we are committed to pioneering sustainable luxury travel and are proud to be at the forefront of this transformative change. In the UAE, we operate an all-electric first-class fleet of Mercedes EQS vehicles. This choice was made not only to meet the growing market demand for sustainable chauffeur services but also because the EQS combines state-of-the-art electric technology with the luxurious comfort our guests expect.
The Mercedes EQS is a pinnacle of eco-friendly innovation that delivers a superior guest experience. Renowned for its dynamic performance and luxurious amenities, it allows us to reduce our carbon footprint significantly while ensuring that our services remain first-class. Features such as in-car WIFI, noise cancellation, ventilated massage seats, spacious interiors, and cutting-edge HEPA filteration systems ensure that each journey is a sublime experience. Furthermore, its impressive range and fast-charging capabilities mean minimal downtime, allowing us to serve more clients efficiently and sustainably.
Looking forward, we see the adoption of electric vehicles not as a fleeting trend but as a permanent evolution in luxury travel. By 2025, we aim to ensure that 50% of our rides globally are electric. This commitment demonstrates that luxury and environmental responsibility can coexist seamlessly, setting a standard we believe the entire industry will eventually adopt.
Q.3. Has the series managed to get some exclusive insights into the lives of the personalities that have been featured in the Blacklane?
The main purpose of this series was not just to spotlight the successes and learnings of these individuals but also to highlight their unique personalities and characters. With the ‘In the Blacklane’ series, I believe we have successfully accomplished just that. Each episode begins with a quick-fire round of light-hearted and fun questions before diving deeper into their earliest memories, celebrated triumphs, challenges faced, and the driving forces behind their success.
By uncovering pivotal moments in their careers and lives through fun and heartwarming questions, the series offers an intimate glimpse into the real life of these extraordinary individuals, providing an understanding of their journeys and making the series both engaging and informative.
Q.4. What does Blacklane aim to achieve with ‘In the Blacklane’ over the next few years?
Firstly, it is important for us as a brand to be seen as more than just a service provider but also as one that deeply values the city and its residents. Through this content series, we are breaking industry boundaries by creating value-driven content rather than service-oriented material.
By going beyond traditional branding and showcasing the stories and achievements of remarkable individuals in Dubai, we aim to create a more relatable and engaging connection with our audience, highlighting the values of our brand and its deep connection to the vibrant city. This personal touch adds depth to our brand identity and allows us to connect with our audience on a more meaningful level. We are exploring the possibility of potentially extending the reach of this content series to international metropolises where Blacklane operates like London, Miami, and New York, mirroring the success we’ve achieved in Dubai and connecting with global audiences through relatable, inspiring content that highlights the values of our brand