Taxi Driver Online

Herald Express (Torquay)

June 6, 2007 Wednesday

Fare game has strict set of rules

I write further to your report 'Cab firm loses sign change bid' (HE, May 26).

I am sure the residents of Torbay are deeply gratified that Mr Preece has brought his large and profitable company to Torbay. The issue here is a simple one and well understood by food manufacturers and retailers. It is about clear and transparent labelling of your product or service in order that the public completely understands what they are purchasing.

Torbay's democratically-elected councillors responsible for licensing taxis and private hire vehicles have decided to uphold this simple but important principle. As stated in your report the words 'Taxi', 'Cab' or 'For Hire' or words of a similar meaning must not be displayed anywhere on private hire vehicles.

Mr Preece requested an amendment stating "apart from as the company name on front door signs and bumper stickers". Mr Preece's company is of course named 'Taxifast', thus rendering the words "must not be displayed anywhere on the vehicle" meaningless.

Mr Preece stated at the Licensing Committee meeting that "the sign ['Taxifast'] does not suggest that the vehicle is a taxi".

Whether your company is a private hire vehicle operator or a fleet of window-cleaning company vans your objective must surely be to stand out from your competitors clearly and distinctly.

Were Mr Preece to succeed with his amendment to the existing law on signage on private hire vehicles his competitors in the private hire fleet would display similar signage.

The result would be a combined fleet of hackney carriages (taxis) and private hire vehicles of at least 500 vehicles all of similar make and model and all displaying similar signage.

I do not understand how Mr Preece might consider this situation to be to his advantage.

May I respectfully suggest to Mr Preece that he adopt a radically new approach throughout his company?

Establish a unique visually striking brand and corporate identity avoiding any possible confusion between his company, hackney carriage (taxi) operators and most importantly his many private hire vehicle competitors.

This is what large companies such as the AA, British Airways, Tesco and many others do so successfully.

Your readers may consider this matter to be an obscure legal dispute between a private hire vehicle company and the hackney carriage (taxi) trade. They could not be more mistaken.

Should they mistakenly undertake a journey in a private hire vehicle, thinking it was a hackney carriage, without first pre-booking and an accident occurred they would be uninsured.

D HEXT

Chairman, Torbay Licensed Taxi Association
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IDFIMH

So what does it suggest the vehicle is?

A stretch limo?

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Taxi Driver Online
www.taxi-driver.co.uk

Dont go giving him ideas now

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Legal and proud

Loads a love from BERTIE !!

I had an issue in my area a few years back where a new operator got his wife's and son's private cars sign written with his company name and the word taxi emblazoned all over them.

They then proceeded to drive them around town. Not working as taxis, but on the street.

Of course my LO had no power over these vehicles. He only had power over those licenced as taxis or working as taxis.

Aparently you can even put a roofsign on as long as you don't undertake a hire.

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A member of the Hire or Reward Industry