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 establ, so many industry pundits were surprised when Reliant bid for Metrocab. However a number of factors made the acquisition an attractive one for Reliant.