NEW LOOK FOR CABS
Drivers like idea, not cost
Montreal Mayor Denis Coderre launched a program Sunday designed to standardize the look of the city’s taxi industry while it struggles to survive in the face of competition like Uber.
The goal of the program is to make taxis in the city instantly recognizable with uniform colours and the word ‘Bonjour’ displayed in large letters on the doors of cabs.
The program will not be imposed on the more than 10,000 licensed taxi drivers in the city (who use 4,500 vehicles), and it comes with no tangible incentives to participate. So far, a dozen drivers have made changes to their vehicles that one taxi company owner estimates costs between $1,000 and $2,000.
“We want taxis that are distinguished, that represent Montreal and play a full role as ambassadors,” Coderre said while making reference to yellow cabs in New York City and blacks taxis in London. “Taxis are part of the DNA of the city. They represent the first contact a visitor has with the city and they serve as intermediaries with hotels, businesses and restaurants.”
While acknowledging it will be up to drivers to cover the costs of coming on board, Coderre described it as an investment because he believes it will increase a taxi driver’s customers.
“It is a question of ‘do you want to live in the past or give yourselves to tools to keep your industry running?’ With the Ubers of this world, with the work we are doing, the industry has to reinvent itself,” Coderre said. “One way is to improve the service to the client and the image of a brand goes with that.”
The program was announced at city hall with a media presentation featuring live video feeds at two sites commonly associated with tourists. The first was a video linkup at Pierre Elliott Trudeau International Airport where a tourist planning a three-week stay was cordially greeted by one of the first drivers to have his taxi changed.
While some of the cars on display at the launch matched the red colour commonly associated with the city, other vehicles will sport different colours depending on what category of service they provide.
George Boussios, president of Champlain Taxi, a company with 400 drivers, said the program is one that most cabbies can’t afford right now in the face of increased competition from Uber, whose drivers are not burdened with the high cost of owning a taxi permit.
“Obviously, the industry is reeling with Uber and other factors. This is a good start. But what I see here (creates) a good image for the city, but it’s putting the drivers and the owners in some extra debt and expenses by doing it,” he said. “I don’t know how they are going to convince owners to invest between $1,000 and $2,000 to put the film on their cars. They have to show them it will enhance their income at the end of the day. I really don’t know how it will.”
Alexandre Taillefer, the managing director of a company that controls 40 per cent of Montreal’s taxis, called the city’s program “excellent news.” He predicts there will be many owners willing to put together a fleet of cars that will be easily recognizable as taxis. Taillefer is the founder of Téo Taxi, which has a fleet of 110 electric cars that share a uniform look.
“The industry had to reinvent itself, and we’re very happy to hear about the new vision the city is putting together,” Taillefer said. “We’re essentially fighting against (independents) and everything that will increase the quality of the service is good news for the industry globally.”