Green Cab Brings Sustainable Efforts to Madison Taxi Options

Green Cab brings sustainable efforts to Madison taxi options: by Jackie Allen. Responding to increased customer demand for more environmentally conscious programs in Madison, Green Cab, the city’s new taxicab service, plans to buy five additional Toyota Priuses early next year. Green Cab General Manager Phil Anderson said the self-described “eco-friendly” service tries to save energy and reduce carbon emissions by using solely the hybrid Prius. Green Cab is also a cheaper company than other cab services Anderson said, since the company divides Madison into zones. Drivers charge $3 for the first zone and $1 for each additional zone. “We are the least expensive cab company in Madison so it is more feasible for people (to use),” Anderson said. “Because the city is divided, it is the same fare from one place to another.” The company is trying to get even better mileage with the Prius by implementing a ride sharing program too, Anderson said. Green Cab Marketing Manager Amanda Schmidt said ride sharing also lowers cab fares because one customer often divides the cost of the taxicab with the other riders. However, Schmidt said some customers were skeptical of Green Cab’s use of ride sharing and the compact Prius. “It is just our business model,” Schmidt said. “So while some people do not like the ride sharing, it is necessary for a green cab movement.” Schmidt’s family, who owns Schmidt’s Auto Inc. in Madison, proposed the idea to start Green Cab in May 2010. Her family tried to promote more environmentally conscious towing and cab companies for a few years, Schmidt said. The city approved Schmidt’s Auto Inc. proposal for a taxi license in early September. According to the Schmidt’s business plan for Green Cab, the company decided to use Priuses as their taxis because they anticipated the gas mileage would be more than three times that of existing taxicabs in Madison. The company carefully reviewed the Prius after the public voiced concerns about the safety of the car’s brake system. According to Green Cab’s business plan, Green Cab felt Toyota adequately addressed the Prius’ break concerns and that the Prius would provide the best environmental benefits for the Madison community. Green Cab also utilizes the new Apple iPads to improve communication between dispatchers and drivers. Schmidt said many of the taxi drivers use the iPads to create their own playlists or play lists tailored to a customer‘s music tastes. “We would like to see where the dispatch software will take us. A few companies are interested in it,” Schmidt said. “Everyone is just proud to work for an environmentally friendly company.” Anderson said he hopes the use of the Prius will decrease carbon emissions, leading to higher air quality. Madison residents should continue efforts to decrease their carbon footprint, he said, since air quality can decrease at different points of the year. “We want to be the largest taxi fleet in town,” Anderson said. “We are looking forward to becoming a growing part of Madison’s transportation system and being an environmentally sustainable part of it.” 608-255-1234 

http://greenscene.journalism.wisc.edu/green-transportation/green-cab/