Addison Lee has launched ‘Club Lee’, a car programme that rewards loyal customers.

The new scheme for the businesses most loyal customers, will enable them to earn rewards and priority service.

The initiative, which is being rolled-out during Addison Lee’s 40th year, gives loyal customers the chance to build up points in return for the journeys they take, enabling them to reach Silver, Gold and Black status.

Peter Boucher, chief commercial officer at Addison Lee, commented: “As we approached our 40th birthday we have spent a long time speaking with our customers to find out how we can make using Addison Lee even better, and it was from this process that Club Lee was created. Giving our loyal customers points for their journeys that in turn give them multiple benefits was a simple step, and one I’m delighted we’ve taken.

He added: "Our long-standing client relationships are what have helped us grow the business and put us in the position we are today, so Club Lee is our way of giving something back to those customers who use us regularly.”

Customers across each level of loyalty will receive a sliding scale of benefits including discounted journeys, quicker collection times, guaranteed pre-bookable journeys during peak times, and upgrades to executive vehicles, as well as offers from Addison Lee and its partners.

A new version of the Addison Lee App, which is currently available to download for free from the Apple Store and Google Play Market, has also been launched.

The app will also be available to download onto the new Apple Watch. Devised to pick-up a customer straight from their current location, the Apple Watch version of the app will be able to book journeys to a selection of frequently used addresses, track the arrival of the driver and receive a range of booking updates.