Xicar drives Iloilo taxi booking into app era

By Joseph Bernard A. Marzan

Xicar, a locally developed ride-hailing app, was launched Monday, May 4, to help modernize Panay Island’s taxi industry as it competes with transport network vehicle services.

The app-based platform, whose name comes from the term “taxi car,” is backed by local taxi operators and offers features similar to those of larger ride-hailing platforms.

Its features include real-time driver tracking, driver information, quiet rides, audio protection, additional stops, scheduled trips, trip sharing, and cashless payment.

Xicar said it sets itself apart from competitors by not imposing surge pricing during peak hours or hidden fees.

The platform also offers a points-based rewards system that passengers can use for discounts and rebates on future rides.

Because Xicar caters exclusively to taxis, its bookings are not limited to Iloilo City and nearby towns and may cover trips to farther areas across Panay Island.

The platform formally launched Monday after development and testing began in early 2025.

Kaitlene Rivilla, one of the platform’s owners and founders, said the app was created in response to changes in transportation that have left the taxi sector struggling to catch up.

“For years, the taxi industry has operated the same way—picking up passengers on the streets, waiting at malls, [and] relying on chance. But times have finally changed. These approaches [are] no longer convenient and we recognized that we were not evolving,” Rivilla said.

“We were not improving or enhancing our services, and because of that, the industry began to struggle. New competitors entered the market, offering better convenience, transparency, and affordability. They outperformed us, and we felt the impact, so we made a decision. We did not just want to compete—we wanted to rise above it,” she added.

Rivilla said Xicar has mechanisms to address complaints against erring drivers, including an investigation process that may lead to suspension from the app or an automatic ban.

Ken Motomitsu, another owner and founder, said the app already has 200 drivers onboard across several taxi operators, including Kaolikhan, Hydra, Insoo, TR, and LCC.

Motomitsu said additional taxi operators and other services may be added within the year.

Transport network vehicle services, or TNVS, have reshaped commuter expectations in recent years by offering app-based booking, route visibility, and digital payment options.

Xicar’s launch signals a local effort to bring similar technology to traditional taxis while retaining regulated taxi services for passengers traveling within Iloilo and across Panay Island.