(Updated at 4:40 p.m.) Arlington Red Top Cab launched “Red Select” last week, a car service designed to be less expensive for customers than ordering a Lincoln Town Car, but a different level of service than a taxi.

“We’ve seen, particularly with this economic environment, there’s a space between taxi and sedan,” said Red Top Director of Sales and Marketing Von Pelot, “where we can offer something of a boutique car service.”

The service has been in a pilot phase since June. It’s launching small, with just a handful of cars and drivers trained, vetted and hired specifically to drive the new black Ford Fusions. The service is by reservation only, and costs $3 per ride and an additional $2.50 per mile, with no fees for luggage or extra people.

The service currently has a dozen cars in operation and, for the benefit of the relatively small roster of drivers, currently only operates from 6:00 a.m. to 10:00 p.m.

“We think there is going to be big demand,” said Red Top Chief Operating Officer Jack Weiner. “People really want reliable transportation in a clean, well-maintained car that’s fully insured with a driver that’s fully vetted.”

Weiner said Red Select is another way to stay competitive in the rapidly-changing taxi and car service industry. He said last week’s decision by Gov. Terry McAuliffe that Über and Lyft can legally operate in the state, at least temporarily didn’t change his optimism for the new product.

“The recent events don’t really have a lot of bearing on it,” he said. “People’s expectations are changing and you need more than one type of product.”

Customers can call 703-777-7777 to request a Red Select car, and Red Top is developing a separate app for Red Select customers.

Disclosure: Arlington Red Top Cab is an ARLnow.com advertiser