Soho Car Services was established in 1993 in the heart of the West End of London to provide a car service where previously the options were limited and confused. In those days, there was only a choice of black cabs or an unregulated, unreliable 'minicab' scenario. Since that time, the Public Carriage Office (PCO) has undertaken the licensing of private hire operators and drivers so that, now, the private hire trade can be expected to provide a reliable and safe option. During the last twelve years, alongside the regulation of the trade, Soho Car Services has built a reputation for reliability, trustworthiness and a friendly, helpful approach to its clients. This has meant that an ever-increasing group of clients, both corporate and private west end mini cabs, have come to depend on Soho Car Services for all their transportation needs.