Page 11
Call Sign July 2011
With more and more drivers suggesting fixed pricing after showing
Ladies and Gentlemen,
As many are aware, although a Board mem-
concern at the way private hire is snatching work from the taxi
ber I still work my taxi. Therefore when I
business, Board member Mike Son gives his personal view on ways
make the following comments, they are from
46 years' experience as a London taxi driver
of fighting back and asks the question of the whole circuit...
and a member of the BoM for many years.
As I'm sure you are also aware, London's radio
What do you think
taxi services are being squeezed out of the market
month on month by minicab companies, so much
so that I have now decided to put my head above
the parapet both as a Board member and Dial-a-
about f ixed prices???
Cab subscriber. The past few weeks have been
fairly busy so far as street work is concerned,
probably due to more tourists in London - espe-
cially from Europe. It also seems that clothes etc
possible and just like now if the customer
are less expensive in London than Europe. This
doesn't enter the waiting cab within ten minutes
summer has also been busy due to various events
the meter fare prevails, then I believe the cus-
that have taken place in the capital. But it was just
tomer will accept the charges due to the fact
a few years ago when London had the same influx
their journeys will be budgeted, in other words
of visitors, yet that was very short lived and in just
they'll know what the charges will be. Our ser-
a few months, tourists left and the cab industry
vice is good, our technology is far and above
went back to the hard sell of their services to an
what others can offer but nevertheless we are
ever-decreasing number of customers. Dial-a-Cab
expensive. Unfortunately, whether we like it not
was no different. Yes, street work will be around
we are not competitive and continue to lose
to a greater or lesser degree, but radio work will
more work.
continue to diminish in favour of car firms.
If we offer realistic pricing, we will win
So now back to my question to you: We
back work. The question is whether mem-
need to win back our work and yes, I have
bers will accept more fixed rate trips bear-
been banging on about this for some time.
ing in mind there are already some in the
You of course know the main reason why we
system now. My colleagues on the BoM -
are losing much of our work to car compa-
including myself - have never been too keen
nies - cost. I had always considered that the
er clients. But other than the shrinking number of
on promoting fixed rates to clients fearful
customer would pay a little extra for a good
customers opening accounts via our website, we
that drivers wouldn't cover the work.
service and they did. Unfortunately that is
need to increase our market share of the radio taxi
So the question is whether you would give
no longer the case. The customer is now
market and win back some of what we have lost.
this course of action your support? Please let
wise to the fact that they don't have to pay
We need to have a different strategy when
me know what you think either via Call Sign
extra charges just to get a cab outside their
trying to secure new accounts and I believe
or my email address which is at the bottom.
premises at a time when they want it.
that offering more fixed rate journeys is now
If I receive enough favourable responses, I will
Also, with a licensed radio taxi company, they
something we must consider. They may not
ask the Chairman and the rest of the Board to
are often charged different rates for the same
be the panacea to all our problems, but they
consider using our data dispatch system - which
regular trip; it could be £20 on one day and £30
also has a voting application - for a formal vote
may begin to claw some customers back.
on whether we should pursue this sales drive. All
on another. I know the same situation arises with
As a member driver, do I like the direction I
the data results will be calculated and could be
street cash hirings, nonetheless our core business
am proposing to you? Of course I don't. We have
submitted to the membership via the driver's ter-
is providing a service to account clients.
a meter, therefore we should charge the meter
minal. In closing, I will not be surprised to have
Although customers appreciate the service and
rate, but if we continue to bury our heads in the
bullets fired at me, nevertheless I am concerned
technology Dial-a-Cab provides, reducing their
sand our account work will diminish even more.
about our future as radio taxi drivers.
costs is now the priority. So that is the main rea-
It would not be my intention to offer cheap mini-
son why customers seeking an account facility
cab rates. That would unacceptable and reduce
Mike Son, DaC Special Projects
for their transport requirements open accounts
the service you provide because quite simply dri-
michaels@dialacab.co.uk
with Addison Lee and the like.
vers would not accept the trip. In my view, the
Dial-a-Cab has been very fortunate to have such
fixed rate calculation could include a gratuity
a hands-on Chairman as Brian Rice who has been
plus a reduced run-in. I believe if the fixed rates
able to secure the permanence of some of our larg-
could be calculated as near to the meter fare as
TX4 SALES DROP
But international ones are up...
Sales of Manganese Bronze TX4 have dropped by 5.2% in the UK for the first quarter of 2011.
The company says that driver earnings and confidence has been negatively affected by the econom-
ic climate. During the period from 1 January to 16 May 2011, they built 524 vehicles 29 less than
in the in the comparable 2010 period.
MB went on to add that March and April were impacted with taxi driver earnings and confidence
"negatively affected by generally lower disposable income, higher fuel costs, concerns about job
security and the potential impact of public sector spending cuts."
But there was also some good news with the announcement that TX4 sales overall including
international ones were up by just over 10% to 686 vehicles 63 up on the same period in 2010.
MB added that international sales orders for 2011 were now over 1,300 and well ahead of the
expected 1,000 units set at the start of the year. All the figures were said to be broadly in line with
their expectations.
A spokesperson told Call Sign: "Sales in other international markets already exceed last
year's total. Demand from customers in the Middle East currently remains strong, but
recent unrest in the region may negatively impact sales prospects in the coming months."
Ventures with Geely Automobile Holdings and Shanghai LTI Automobile Components
Company continue to be very positive, said the Coventry based company's spokesperson.
The company says it will continue to collaborate with Geely senior management to develop the
launch plans for its saloon car based-taxi, scheduled for introduction in 2013.
