Every time someone asks me "Have you seen the article in the..." I wince.
We have come in for some bad press of late and its not going to get any easier in the near future. Drivers who have given many years of service to help make this "The best taxi service in the world" are saddened and it seems there is no place left for us to fall, the trade is at an unprecedented, all time low
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We have to realise that we have NO friends in high places, no one is stepping up to the plate to defend us and we are being constantly bombarded with lies myths and rumours, in the press and on the radio. Our trade doesn't have the press officers and PR Companies that are being employed by the opposition to, spread false rumours, phone up radio stations with malicious vindictive comments and spread lies about using comment boxes in on-line press articles
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Myths and Rumours
In the press and on the radio chat shows, we come up against our biggest problem. It doesn't matter what is true, its what people believe to be true that is important.
In the same way that the passenger is always right, the shortest way is his/hers shortest way and not the drivers rout. We have to start informing the public that the lies they hear and read on a daily basis are just that, lies.
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Personally, I have had to stop listening to radio presenters who constantly make references to our trade being too expensive, failing to go south, looking like tramps and driving dustbins on wheels.
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The presenters are highly skilled in the art of making people look small and demeaning. Almost every time a driver phones in, they are treated a way that makes them look quite stupid and it damages the trade. We need a team of drivers that speak well and are intelligent enough to take these people on. A team that has the knowledge to combat this type of media assault.
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We have to get across to the media certain points about the trade.
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Are our vehicles dirty and polluting?
We have little or no control over what vehicle we drive, a choice of just two very expensive brand names. Most of the Dustbins out there are rentals from greedy proprietors trying to squeeze every last penny out of a dying FX4. It is up to the drivers to refuse to drive these monstrosities, Pay a bit more and get a comfortable ride. Considering the hours we spend in a vehicle, you know it makes perfect sense.
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Are we are too expensive?
We have no control over the meter which is set by Parliament. We are not expensive when our capacity for passengers is taking into account and our fare compared with public transport. Five passengers travelling from Selfridges to Harrods is far cheaper in a cab than on the tube. Five passengers from Paddington to Heathrow, cheaper by cab than the Heathrow express. We are constantly told in the press and on the radio we are expensive from the Airport, but this is not the case. Just look at Addison Lee's website. They charge a fixed booking price of £87.50 to Mayfair, our price on the meter, under £70. One of our biggest enemies is the London Chamber of Commerce, they are always banging on about the price of a cab ride, they really haven't got a clue and their figures are based on myths and rumours with no actual research. These are the very people who couldn't see the credit crunch coming.
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Do licensed taxis really not go south of the river?
30-40% of our work goes south. If we turned it down we just wouldn't survive financially. Our meter now makes these journeys profitable and has completely turned around the official complaints that used to haunt this trade.
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Are our drivers scruffy, arrogant and belligerent?
Our image has however been damaged by drivers who insist on wearing shorts, vests and flip flop type sandals, its not a pretty sight. But then again, the media must not be allowed to put us all in the same basket. There are some very smart taxi drivers out there. Perhaps we should take a leaf out of Addison Lee's book, Primart suits £20, shirts £3, and plastic shoes £5. In fact we could all look like miniscab drivers for a grand total of the price of a pair of M&S shorts. Our driver base consists of people from a complete cross section of society, ranging from ex-dustmen to solicitors, policemen and in one case a magistrate. Our trade is made up by many different individuals, a complete cross section of society and should not be stereotyped by the media.
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They used to describe minicab drivers as rapists and robbers, now they're doing this, (Extract from the Independent).
This is a blow beneath the belt, as the recent case of John Warboys was a one off. We expected this case would be used against us are in some way we have got off quite lightly. The Private hire fraternity however (given the figures issued by TfL themselves), manage to suppress the fact that the rate of serious sexual assaults including rapes, carried out by licensed private hire drivers, is still running at approximately 6-8 every month. A figure that hasn't gone down with the implementation of the satellite office and the safer travel at night scheme, as some officers at TfL would have the public believe.
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Post taken from a trade forum
Last Friday night a girl was rescued from a tout after the terrified female passenger phoned the police. He had driven her to a place, just off York Way near the quarry. She had the presence of mind to dial 999, when she knew something was amiss. Turned out he was wanted on warrant for sex offences and will probably be deported when this has been dealt with!
Articles like this pop up all over the forums and trade press but are rarely published by the national press. This actual posting came from a serving police officer who also drives a London taxi part time.
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Unity, will it ever happen?
To make matters worse, we now have infighting amongst ourselves, to a point where I dread logging on to the cab trade forums. Worried associations and unions, whose leaders have for so long, lead us very badly, are now panicking because they are haemorrhaging members in a way never seen before.
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With the latest goings on at Heathrow, we now see the infighting starting to escalate. Victories are being claimed that have not materialised and there is bad feelings between trade reps that have been close friends for many years. Why can't these people work together when it comes to trade issues?
When on the terminal dealing with difficult passengers, they stand solidly back to back. But when it comes to their associations or union, civil war brakes out. They act like football supporters, disregarding any view that conflicts with theirs.
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While this trade remains so disjointed the competition will walk all over us. If the combined allied armies of 1945 were in the same state as the licensed taxi trade, D-day would never have happened.
We have only just seen the start of Addison Lee's campaign, according to my source in the private hire industry, there's more to come. With massive investment coming from America, they now have an eye on all the major rail termini, plus City Airport.
The really bad news is TfL want to give them these ranks and we have to face facts, we have no friends in that department. With Ed Thompson gone the new head will not come from a taxi background and will have little idea of the needs of our industry.
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The man most likely to be appointed will be John Mason who comes over from the congestion charge department, that has failed dramatically to stop motorists using private hire licenses and false number plates to avoid paying the congestion charge. This appointment has yet to be confirmed.
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We have had our Dunkirk.
The time has come, for our once great trade to join together in a united front, for an almighty assault on our enemies.
There are people in high places, left over parasites from a previous administration, that are hell bent on the complete and utter destruction of our trade. There are only two ways left for this trade, "The Best Taxi Service in the World". Either we go forward as a united force together, or we go down the toilet with Addis on Loo pulling the chain.
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If we stand United, we will never, never, never be defeated…