Kapten, the French trip-hailing app backed by Daimler and BMW, has as of late launched in London, coupled with a feisty ad marketing campaign taking a swipe at Uber’s tax preparations.

It follows Kapten (formerly called “Chauffeur Prive”) acquiring a license from TfL, London’s transport regulator, to feature its personal-rent car (PHV) carrier within the U.K. capital metropolis. The company first launched in France in 2012, rising rapidly in Paris, and has since expanded to Lisbon and Geneva.

Namely, Kapten’s new billboard ad marketing campaign calls out Uber for warding off native sales tax. “Others care for away from paying VAT within the UK, that’s no longer uber coo,” reads the copy. In distinction, Kapten says it pay taxes within the community in every market that it operates in. The ad then goes on to expose Londoners that the spend of Kapten “could well handsome be your finest decision as of late”.

In a press launch driving home the level, Kapten notes that Uber has confronted criticism within the U.K. for paying diminutive tax to the U.K. executive and warding off VAT on top of its carrier charge because of the U.S. company’s Dutch tax location.

“Uber had an estimated £1bn of trip bookings within the U.K. in 2018. If 20 percent VAT used to be added to its 25 percent charge, the U.K. Exchequer would safe an extra £50m per yr,” says Kapten.

In the interim, Kapten’s newly launched London carrier must be accessible in zones 1 to five as of as of late. The trip-hailing app is additionally launching with a 50 percent-off offer on rides. After launch, Kapten claims that its low pricing will silent mean fares are on moderate 20 percent more inexpensive than competitors.

“Journeys within the congestion charge zone will be no longer no longer up to £2 more inexpensive than Uber due to congestion and natty-air charges,” says the French company, promising to duvet the congestion charge on behalf of its drivers for the relaxation of 2019.

Provides Mariusz Zabrocki, London General Manager of Kapten, in an announcement: “There has been one dominant, over-confident trip-hailing participant in London and it’s time to shake things up. We predict about London’s personal-rent drivers, commuters and residents deserve better. At any time when a Londoner takes an Uber trip, 60p is lost that could well finance the NHS, colleges and varied capabilities of the U.K.” economic system.