Posted on the 31st March 2026 in PHTM News

UBER EXPANDS ACROSS WILTSHIRE AS LOCAL TAXI FIRMS BRACE FOR IMPACT

Uber has officially returned to Swindon and launched in Salisbury, sparking a divide between happy passengers and worried local taxi drivers.

After being granted a private hire operator licence by local councils, the global ride-hailing giant is now fully operational across the region, offering quick pick-ups through its smartphone app.

In Swindon, the council quietly approved the move last year, though it only recently became public knowledge. Many residents have welcomed the competition, citing low fares and fast service.

Customer Janice Timms noted she has been “using them for several weeks and great so far,” while Sav Sav claimed the service is “so much cheaper than any taxi company we’ve had in years.”

However, the rollout has faced criticism from those in rural areas, like Dave Morton, who warned that in the countryside, “Uber says your taxi is half an hour away on the monitor and it never arrives.”

Traditional taxi firms are less enthusiastic, fearing the tech giant will drive them out of business. John, a local hackney carriage driver, argued that “the council should be ashamed of themselves,” predicting that “customer numbers will drop for everybody.”

Another anonymous driver in Salisbury expressed concern about the company's business model, stating: “I don't want to be lining the pockets of middlemen.”

To attract new users in Salisbury, Uber is offering 50% discounts on initial trips until April 5. Andrew Brem, general manager of Uber UK, said he is “delighted that we’re launching Uber in Salisbury, giving people in the city an option to take a safe, affordable ride at the touch of a button.”

He added that the service provides “new earning opportunities for local private hire drivers.”

While critics often point to the "gig economy" nature of the work, Uber maintains that its drivers receive holiday pay, pension contributions, and a guaranteed National Living Wage.

The company also highlighted its safety features, including GPS tracking and a “ride check” function to monitor unexpected stops.

Despite these assurances, the local trade remains on edge, with some operators simply saying: “Goodbye to the rest of the taxi operators.”


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