A new taxi firm will be launching in the city centre this summer.
U-Ride, based in Magdalen Street, will be open for business in July with the motto of "book, ride, arrive".
The company, which will employ 40 drivers, will be bookable by phone or online and there will also be an app.
READ MORE: 'It nearly crippled us': City taxi drivers in short supply
The firm will join the likes of ABC, Five Star and Courtsey in Norwich.
In recent months cabbies in the city have faced a recruitment crisis - meaning those on the roads are squeezing themselves to get to as many jobs as possible.
And drivers are leaving the industry in their droves, with many getting jobs as delivery drivers.
As a result some taxi firms have been turning customers away to save on fuel and manage the cost of living crisis.
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