ALLEN TOGWELL’S MARKETING PLACE

Diesel comparisons
On searching the Call Sign archives recently, by chance I came across an article by our Editor under the heading Diesel rip-off, which at the time was 65.9p a litre! On seeing that piece (dated November 1999) and being conscious of the hike in fuel prices since then, I was curious to compare the present day’s cost of fuel against earnings to 1955 when I got my first car, and particularly to the 60s when I got my Green Badge. I was surprised at the result…
   The car in question was a second hand Ford Popular, which seemed to go forever on a single gallon of petrol. But the next car I had was a huge Humber Super Snipe, followed by a V8 Pilot, then a Wolseley 680 which was an ex police car, then a Sunbeam Alpine and lastly during that period came a white convertible Armstrong Siddeley with running boards and white rim tyres. All second hand of course, and if any of Dial-a-Cab members remember those cars, they might also remember how heavy some of them were on fuel. Especially the Armstrong Siddeley, which had a pre-select gearbox and averaged 15 mpg.
   I was loathe to drive it any further than from where I lived in Camden Town up to the Tottenham Royal dance hall and only then because the car was a magnate for ‘pulling’ the young ladies!
   Petrol in the ‘fifties was 5/- (25p) a gallon and I was earning around £3.10s a week. Records show that the cost of petrol was the same in 1956 as it was throughout the 1960s. I’m not sure what diesel cost in the 1950s, but I do remember in the mid-1960s buying a new Ford Capri 3.0 Ghia and petrol was still 5/- a gallon. I was running my own business during that period as well as driving a cab and diesel then was 4/- (20p) a gallon. The average earnings at that time were £15 per week compared to today’s average earnings of £450 per week.
   Now this is the interesting part. Back in 1965, the average weekly earnings could buy 75 gallons of diesel. Today the average weekly earnings buying diesel at the price some garages are charging as I draft this article of £6 a gallon, would be exactly the same - 75 gallons!

Cost of clothes…
Another interesting fact is the comparison with the cost of clothes. In the 1950s during the Teddy Boy era, I paid £70 for my Edwardian drape jacket suit with velvet collar, 20 times my weekly earnings. Today you can buy a very good top of the range M&S suit made in Italy for less than half of an average weekly wage, proving that looking scruffy has nothing to do with wealth. And I refer not to the cab trade in this instance, but to people in general. One only has to look at the standard of dress of those appearing on TV. Can you imagine Trevor McDonald appearing on TV in the state some presenters do today? On several occasions I’ve seen one presenter unshaven, hair in a mess, wearing no proper shirt, tie or jacket, just an unflattering T-shirt and a pair of

Allen Togwell
jeans. How a man who regularly appears in front of millions of viewers is allowed to present himself in that manner is beyond comprehension, especially when he claims to earn over a £1million a year. Yet for all that money, he evidently doesn’t feel his job or his viewers are important enough for him to look sensibly dressed. What is concerning is the influence that has on young people? How much respect will they - or anybody for that matter - expect to receive if they think it’s cool to go to work looking as though they’ve been sleeping rough amongst the homeless? To think that in the 1930s on BBC radio, men had to wear dinner jackets just to read the news!

Cash and credit card charges
Following details in my last article about joining the Met Police with our own mailshot in an attempt to generate more cash work, I have had a number of drivers tell me they refuse to cover cash work or credit card work off the radio because they feel uncomfortable with the extra charges. Personally I feel their concerns are unfounded and they are losing out on valuable income. I can understand instances where a driver has run-in with the full £4.20 on the meter and perhaps with a bit of waiting time, what it adds up to at the end of the journey. This being the case, if they feel that concerned, there is the option of running in with less on the meter or even setting the meter on arrival. It should be remembered that people who use credit cards for any service expect a surcharge of some description and those surcharges are clearly stated when they use the phone or internet to book their cabs. And as for the £2 booking fee on cash trips, this shouldn’t be a problem being that it’s clearly displayed on the fare chart for the passengers to read. If truth be told, I think the majority of drivers are quite happy to accept these charges, but simply don’t like asking for them.
   A few also said we shouldn’t accept cash bookings, because the driver loses out when there is a no-show. This is a gripe I’ve heard for years, particularly from those who have this peculiar perception that they should be compensated whatever the situation. For example, if they are pulled off a trip to the Airport, a scrub equivalent to what the fare would have been should be given, or if they run for an As Directed trip and discover they have travelled further to the pick up than where the trip was going, they should be compensated. The ear bashings I’ve suffered when hearing these gripes! I’ve tried to explain that with certain work there is an element of risk - especially cash trips when there is a no-show.

It’s a gamble and if the passenger has gone, so the gamble didn’t pay off. Is that not what gambling is? Maybe I’m wrong, perhaps in future when I’ve put my 50p wager on the Grand National and as usually happens, my nag goes a**e over tip at the first fence, I should ask for my money back…!

Bilks
And talking of losses, for some odd reason I’ve heard of a number of instances recently of drivers being bilked - not drivers on our circuit, but from conversations I’ve had with drivers of cabs I’ve hired off the street. I’ve no idea whether there has been a sudden surge in bilking or whether by chance I just happen to hail the very guys that had been turned over in this manner. In all the years I’ve had a badge, I can honestly say I have only been bilked just once. It was close to midnight when I picked this person up near Shepherds Market. It was dark and I couldn’t tell whether the passenger was an aging fille de joie or a guy in drag! I was told to go to a block of flats in Kentish Town and when I got there a deep voice in the back of the cab - high pitched when we started off - asked me if I would like the fare paid off in kind, or words to that effect. I began laughing and the poor soul got quite offended, accusing me of being an ungrateful git and stomping off in a huff, which made me laugh all the more. It was only when I drove away did I realise that I hadn’t been paid!

Seat ads
For those of you that would like a bit of colour to brighten up the back of your cab as well as advertising your Society, why not pop into Roman Way or the drivers entrance at Dial-a-Cab House and collect a set of our new stick-on tip-up seat ads. The ad colours and their common connotations - should any deep thinkers ask - are associated with happiness, friendliness, optimism and energy. Plus the all-important reminder to those passengers that might moan about the cost of the fare, that where else can 5 or even 6 people travel for the price of one?

Prostate Cancer awareness campaign
Continuing with the Prostate Cancer awareness campaign, some great news has just been published on tests for prostate cancer. Especially for those who are reluctant to have the PSA tests because of a fear of needles. The latest tests are not only twice as accurate as the present PSA tests, but all it involves is a quick urine sample instead of a needle jab to extract blood. The other advantage is that the urine test can be done at your local surgery and results can be given within a few minutes, saving weeks of anxiety waiting for hospital results. This new test is not yet available, but will be later in the year

Allen Togwell
DaC Marketing


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