Leading ridesharing platform Didi Chuxing announced today the rebranded Didi Premier, its premium personal mobility service, accompanied by a new logo, and a full suite of product and service upgrades.

With a new name "Licheng," Didi's upgraded premier service includes a dedicated 24/7 customer service hotline in Chinese and English, an in-app table booking service, as well as other enhancements to existing special services catered for children and the disabled.

In Didi's new premier fleet, options include vehicles equipped with child seats, adapted for riders with disabilities, as well as vehicles with special arrangements for the visually impaired travelling with a guide dog, said Joss Fu, head of the Didi Premier Mobility Group. The vehicles are also equipped with raincoats, air purifiers, and massage seats, he added.

During the press conference on June 29, Didi unveiled the first generation of its in-vehicle smart voice assistant, temporarily named "Xiao Di", under development at DiDi AI Labs, which aims to help users access information, obtain service responses, make calls and adjust the in-vehicle environment for a more intelligent, safer and convenient ride.

Launched in August 2014 as DiDi's first non-taxi service, DiDi Premier marked the beginning of DiDi's product diversification plan which now provides 11 services in one app, from bike-sharing to car rentals.

"DiDi Premier's service upgrades are part of a broader effort to enhance user experience across DiDi's mobility services with a focus on value creation," said Will Cheng, Didi's founder and CEO. "We expect to see the rise of more and more exciting family brands as we broaden our business to cover the entire transportation industry chain."

The company says it will launch an independent app for Didi Premier that runs parallel to the main DiDi app, in order to capture the fast-growing market of frequent high-end users.

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