GrabTaxi rebrands to Grab with added features to make transportation accessible to everyone in Southeast Asia. — Photos courtesy of Grab

HA NOI (Biz Hub) — Ride-hailing app GrabTaxi has rebranded itself as "Grab," the company announced on Thursday.

The new brand offers all the services of GrabTaxi, GrabCar, GrabBike, GrabHitch and GrabExpress.

The change is effective for all six countries: Singapore, Indonesia, the Philippines and Malaysia, as well as Thailand and Viet Nam. The company's visuals will be overhauled and a new logo and redesigned app will be introduced.

Grab has developed into one of the largest transport companies in Southeast Asia, with a network of more than 200,000 drivers and 1.5 million bookings per day in 2015.

Grab says its app has been downloaded to more than 11 million mobile devices.

GrabCar saw an average monthly growth of 35 per cent, while GrabBike grew 75 per cent. During 2015, the company launched the carpooling service GrabHitch and the delivery service GrabExpress.

"We're now much more than a taxi app," co-founder and CEO Anthony Tan said in a statement. "This new brand is an important evolution that represents our goal to (go above and beyond in serving) our customers."

The new branding also brings new features to the revamped Grab app. Some of these are aimed at improving the overall user experience. The app will now feature personalised locations, which pre-fill pickup and drop-off points based on the customer's most common trips. Tan added that their purpose was to provide efficient transport to everybody in the Southeast Asian region. The name change is intended to reflect the company's broader product portfolio of taxi, private car, motorcycle, delivery, payment and enterprise services.

Grab was first launched in 2012. It is Southeast Asia's leading ride-hailing platform. — VNS