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Two companies I have used with success are Central Chauffeur and Addison Lee.
Never used Addison Lee for long distance, but I use them all the time for local trips around London. You must prebook, but if you are staying in London it is well worth downloading their smartphone app as the call centre can get busy. The cars are always good sized Ford or VW people movers, and generally cleaner, and definitely cheaper (25-50% depending on the journey) than the traditional black cab. You can pay by card via the app, but you will pay a surcharge, and the drivers do earn more from a cash booking.