Uber has announced it is taking up residence in the city of Liverpool and across the Merseyside area from this weekend.
The ride-sharing service is spreading its wings once again, despite a myriad of ongoing legal issues around the world.
Only uberX vehicles will be available for the time being, but the company is offering new users £15 off their first ride this weekend with the promo code 15OFFMERSEYSIDE.
While it's good news for Liverpudlians, the decision to show up in Liverpool (via Engadget) is unlikely to please the legions of taxi drivers in the traditionally militant city.
In June the firm expanded to Bristol and Sheffield following roll outs in Leeds, Birmingham and Newcastle.
Earlier this week, the company mocked reports highlighting losses of “tens of millions of dollars” since 2012.
A spokesperson said: “Shock, horror, Uber makes a loss. This is hardly news – and it's old news at that. It’s the case of business 101: you raise money, you invest money, you grow (hopefully), you make a profit and that generates a return for investors.”
There’s seems to be no stopping the Uber juggernaut at the moment, perhaps only the courtrooms.