Taxi proves a tough vehicle to sell overseas
If there is a lucrative export market for London taxis, Manganese Bronze boss John Russell may be the man to finally crack it, writes Michael Kavanagh.
He helped reinvigorate Land Rover as a UK brand for export, while he boosted sales for US motorcycle maker Harley Davidson when he took command of its European operations.
The brand appeal of London black taxis should be obvious, says Mr Russell, who was appointed in 2007.
London has the best taxi system in the world," he says. And his cabs are the "most recognised vehicle in the world - the most filmed vehicle of all time," he adds.
Translating brand recognition into global sales remains the vital challenge issue for Manganese Bronze.
The concept of exporting London taxis to foreign markets, for their novelty value as much as their ergonomic appeal, has been tried before. But overseas sales have run at a fraction of UK production - at the last half-year, just 113 vehicles were sold overseas compared with 922 in the UK.
In August, in spite of previous attempts to establish its taxis in metropolitan markets such as San Francisco and Chicago, the company ended a deal to distribute vehicles through London Taxis of North America.
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