Reliant Metrocabs: Grabbing the Cab Driver (How Advertising Successfully Promoted a Promotion)

1989 relaunch campaign for the Metrocab, a new (glass-fibre) style of black cab, following its purchase by Reliant.
Agency: Taylor & WilshartAuthor: Chris Rackaby

Reliant Metrocabs: Grabbing the Cab Driver (How Advertising Successfully Promoted a Promotion)

BACKGROUND

Any cab driver will tell you that historically, the vast majority of cabs have been manufactured and sold by Carbodies of Coventry. In 1987 Metro Cammell Weymann launched a new product: the Metrocab, in an attempt to break this monopoly and establish itself as a major player in the 5.5 million a year black cab market. Unfortunately, it met with a number of teething troubles and, in June 1989, sold its by now troubled business to the Reliant...

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