Shanghai cab firms look at turning taxis into mobile billboards

Shanghai taxi companies are looking at carrying adverts on the bodywork of their vehicles to offset the cost of introducing new cars.

Shanghai Dazhong Taxi Co — one of the city's "big four" taxi companies — said it has discussed this with the operations management department of the city's transport commission.

Currently, a 15-centimeter-wide advertisement is allowed on the lower part of a cab's back window.

The back of seats can also be used for commercial purposes, with headrests frequently fitted with monitors carrying ads.

"We hope more advertising space will be allowed, but an agreement has to be reached by several governmental departments including the operation management authority," said Lin Dongshu, spokesman of Shanghai Dazhong.

Shanghai Haibo Taxi Co told Shanghai Daily that they will also consider adding ads to the bodywork of cabs.

Efforts to generate more income come as the city transport authority plans to introduce new models of cabs next year, replacing old vehicles.

Volkswagen's Touran and Lavida are the two candidate vehicles.

However, these are more expensive than the current standard vehicle the VW Santana and bring new maintenance costs.

While a Touran costs around 140,000 yuan (US$22,788), most cab companies are reluctant to pay more than 120,000 yuan for a vehicle.

A Lavida costs around 100,000 yuan.

Passengers were divided over the merits of having cabs turned into mobile billboards.

"I won't mind as long as they are not low-taste advertisements," an office worker surnamed Chen said.

"Interesting ads are eye-catching and there are good examples on public buses," she added

However, other customers were less impressed.

"I don't think it's appropriate," another member of the public said.

"Shanghai taxis give the impression of strict management thanks to their standard appearance. Advertisements all over a car will ruin this.