Ride-hailing app Uber has announced a new features in its app which will allow London users to compare public transport travel options against its own services.

The company said the move was designed to cut down on pollution by providing more alternatives to private car ownership in the capital.

The new feature will allow users to get real time public transport directions for London Underground, rail, bus, tram, and riverboat directions as well as a cost comparison with its own service.

The company hopes to eventually roll it out nationwide.

"London is home to the world's most iconic public transport network, and we're excited to now provide live transit information in the Uber app,” said Jamie Heywood, regional general manager for northern and eastern Europe at Uber.

"Over time, it's our goal to help people replace their car with their phone by offering a range of mobility options - whether cars, bikes or public transport - all in the Uber app."

David Reich, Uber's head of transit added: "With 3.5 million Londoners relying on Uber, we recognise the important responsibilities that come with being a good partner to this great global city.

"We share many of the same goals as the cities that we serve and are committed to addressing the same challenges: reducing individual car ownership, expanding transportation access and tackling air pollution."

The move is part of a wider rebranding mission for the company, and has previously told BusinessCloud that it is doing all it can to update its image to a “multi-modal transport option and not just a taxi app.

In 2017 the company lost its licence to operate in London after it was described as ‘not fit and proper’. The decision was reversed by Transport for London in 2018 under new conditions after Uner pledge to use only licensed drivers in the area.

The company is currently gearing up for an IPO which has been valued at up to $90 billion.