Taxis are an important means of transport in almost every European city, especially for tourists who want to get quickly from a station or airport to their destination.
After a long journey, it is often a relief to get into a taxi and be taken straight to the hotel. Unfortunately, these journeys can sometimes turn into an unexpected nightmare, with drivers taking advantage of tourists, charging exorbitant rates or engaging in reckless driving.
The convenience of a taxi, combined with the ability to avoid traffic jams via bus lanes, makes it a popular choice. But this first introduction to a new city can sometimes turn out very differently than expected. Berlin, where we recently visited to cover Innotrans 2024, proved to be a perfect example of how variable the taxi experience can be.
Upon arrival at Berlin Hauptbahnhof we immediately got into a taxi to our hotel. The ride of about 15 minutes went smoothly. The driver was friendly, the meter ran smoothly, and we arrived without any problems for a price of 13,50 euros. A reasonable price for a quick ride during the rush hour. This positive experience seemed to be a harbinger of a pleasant week in Berlin, where the taxi would take us through the city several times.
too many taxis
The next day, a longer drive was planned, from our hotel to the Berlin Messe, where Innotrans 2024 was being held. This time, we were given Alexander as our driver, a man who has been working in the Berlin taxi business for over 40 years. As we drove through the heavy traffic, Alexander began to talk openly about the current state of taxi transport in the German capital. “There are too many taxis in Berlin,” he told us. Where he previously had five permits to drive multiple taxis, he now only has one left. “If a taxi doesn’t bring in 15 to 20 euros an hour, it’s making a loss,” he said. “So I handed in the permits and now work alone, which brings in enough to live on.”
Berlin officially has more than 7000 taxis, but that number varies depending on the day and the situation. During major events, such as Innotrans, there are more taxis on the road to handle the extra demand. However, Alexander feels that the supply is too high for the demand. “People don’t save on food or drinks these days, but they do save on a luxury like a taxi,” he added.
Berlin's taxi industry is also under pressure from the rise of ridesharing services like Uber and Bolt, which Alexander believes is contributing to the decline in customers for traditional taxis. Despite this competition, Alexander stressed that he remains loyal to regulations. "I always run the meter according to the rules," he said proudly.
Our third taxi ride, however, was anything but smooth and gave us a completely different impression of Berlin taxi drivers. From Berlin Hauptbahnhof, the same place where we had a good experience before, we got into a taxi again, this time driven by a young driver. A discussion quickly arose. The driver refused to turn on the taximeter and stated that the ride had a “fixed price” of 20 to 25 euros, more than 10 euros more than what we had paid the day before. His tone quickly changed from unfriendly to aggressive, and he even suggested that we could leave the taxi if we did not agree.
scary situations
We agreed to continue the ride, more out of interest to experience the rest of the ride. But what followed was a ride full of scary situations that you would not expect from a professional taxi driver. To avoid the crowds, the driver drove against the traffic, honking and making dangerous overtaking maneuvers. At one point he had to brake abruptly to avoid a near-accident with a cyclist who was trying to cross the stationary traffic. This insane action in the city center left us stunned. The taxi ride had turned into a real nightmare.
As we got out after this chaotic ride, we realized how quickly the experience of taxis can change. Where the day before we had stepped out of Alexander's taxi with a smile, we now felt ripped off. The image of the sincere, hard-working taxi driver was completely overshadowed by the reckless 'cowboy' in his Mercedes.
In many European cities, and certainly in Berlin, taxis continue to have a mixed reputation. While there are reliable drivers, like Alexander, who follow the rules and take their job seriously, there is still a risk that travelers, and especially tourists, will be confronted with drivers who flout the rules. The balance between convenience and risk depends on chance, and unfortunately, the negative image of taxi drivers in some cities is only reinforced by experiences like ours.
positive image
As a journalist, but especially as a supplier in the taxi sector, you understand better than anyone how important it is to portray a positive image of the industry. The taxi sector is under pressure worldwide, with competition from ridesharing services such as Uber and Lyft, and with a growing group of customers who have a negative perception of taxis due to personal experiences. Nevertheless, it remains your goal to highlight the value of this sector and emphasize the positive aspects. Unfortunately, you repeatedly encounter the same frustration: your own experiences often do not match the image you would like to portray.
When you, as an insider in the industry, have to deal with bad experiences yourself, it can be discouraging. It undermines your credibility, especially when you are trying to portray the taxi sector in a good light. Time and again, the reality seems to be at odds with the stories you want to share with the outside world. It is precisely when you are trying to promote the sector, for example by pointing out the flexibility of taxis or the fact that they are an essential part of urban transport, that you are confronted with situations that show the opposite.
On my return journey, comfortably seated in the Deutsche Bahn Intercity-Express (ICE), I had time to reflect on my recent experiences in the taxi industry. The ICE, renowned for its speed and punctuality, gave me a moment of peace to think about the contrast between the punctuality of the train service and the often variable quality of taxi services in Europe. The problem does not seem to lie so much in the system itself, but in the great inconsistency of the taxi services provided.
Sometimes you meet a taxi driver like Alexander in Berlin, who has been practicing his profession for decades and has the interests of the customer at heart. His stories about the challenges in the sector, such as too much competition and pressure on income, make it clear that it is not an easy market. Nevertheless, he continues to play by the rules and tries to offer his customers a safe, comfortable ride.
meter price
But then there are the disappointing experiences. You get into a taxi and before you know it, you’re embroiled in a discussion about the meter price, as happened to me in Berlin. A driver who doesn’t follow the rules, doesn’t even bother to turn on the meter, and then makes dangerous maneuvers to save time, ensures that one bad ride overshadows all the positive experiences. At that point, it doesn’t matter how good the industry may be in theory – the reality is what makes you face the facts.
As a supplier, you can point out as many positive points as possible, such as the strict regulations that apply to taxis in many cities, the training that drivers must go through, and the reliability of certified taxi companies. But one bad experience can undo the efforts of dozens of good drivers. The taxi industry remains dependent on the individual driver behind the wheel, and until every driver provides the same level of service, the reputation of the industry remains vulnerable.
One solution could be to focus on the positive developments in the sector. In some cities, stricter regulations are being introduced, taxis are being equipped with electric vehicles to reduce the environmental impact, and there are new technological solutions that ensure transparent pricing and better customer reviews. As a supplier, you could help to modernize the industry and put more focus on customer satisfaction and service quality.
challenge
Still, it remains a challenge to completely erase the negative experiences. Perhaps it is precisely that honesty that gives your stories more power. By also naming the negative aspects and not only sharing rosy stories, you show that you are facing reality. That can ensure that your attempts to present the sector in a positive light ultimately come across as more credible.
You can try to engage with the taxi companies you work with, to understand how they deal with customer feedback and bad experiences. By using that input in your own stories, you can not only contribute to a better image of the sector, but also help to improve the quality of the service. Who knows, you might just succeed in striking that positive tone that you would like to see, both in my own experience and in the stories that I write.
