Blueback is aiming to transform London's fragmented 拢850m minicab market by launching the fleet of upmarket cabs, which promise a different experience from the usual London minicab.
Brand consultancy Chaos created Blueback's branding and is in the process of developing the full range of marketing and sales materials, alongside the company's e-commerce-enabled .
The company is backed by 拢1.1m venture capital and a number of high-profile private investors from North America and the UK. Blueback co-founder Scott Pielsticker and former Landor Associates consultant PJ Darling unveiled the vehicle livery ahead of the launch.
Extensive customer research has revealed expectations of low standards in the capital's minicabs, hardly surprising to any Londoner ever to have set foot in one.
Setting out to exceed customer expectations, Blueback's 1,000-strong fleet of Fiat Multiplas will boast fridges stocked with cold drinks, newspapers and mobile phone chargers. A policy of upgrading all vehicles every quarter is to be introduced.
Unlike most European and US cities, no single London company has more than a 1% market share, hardly surprising with 2,500 firms in operation. This is due in part to anyone holding a current driving licence being able to apply for the right to carry paying passengers.
The system is due to change under new licensing laws already being implemented.
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