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Veezu unveils new brand for South Wales operations

Fast-expanding private hire operator Veezu has launched a new unified brand identity for its South Wales operations. All the company’s businesses in Cardiff, Newport and Bridgend will operate under the Dragon brand, with a new contemporary logo being introduced to replace previous “character” logos. 

Dragon Taxis of Cardiff, Radio Cabs in Bridgend and Dragon Taxis in Newport will all adopt the new Dragon branding as part of Veezu’s South Wales regional taxi hub.   

The Dragon Taxis character logo has been a feature on the roads of Cardiff for more than 20 years, while a different design of Dragon was used on the Newport business. The two companies were unrelated until Veezu bought them. The Newport and Bridgend-based taxis will adopt the new-look Dragon trademark by the end of March.

The new branding will be used across all elements of its services from the logos on taxis, website, its app and an optional driver uniform for drivers who undertake business-to-business work.

Ryan Owen, general manager of Dragon Taxis, said: “Across all three of the Veezu-owned taxi businesses in Wales, there is such a significant amount of heritage as the businesses have been operating in their communities for decades. The firms have had different names or branding and we recognised the need for consistency. The new Dragon brand reflects a modern, forward thinking and professional organisation, which is a move away from our localised image and reinforces our growing regional presence.”  

He added: “As the firms now come together under one business name, we wanted to inject a new look and feel for our staff, drivers and customers to enjoy, which is reflective of the speed and efficiency of the service and our ambitions of offering the highest standard of taxi services in Wales, ensuring safe journeys and implementing cutting-edge technology into all aspects of the business from dispatch systems to electronic customer booking methods.” 

The formation of the south Wales regional taxi hub has been replicated by Veezu in its West Midlands hub, which services Solihull and Birmingham using the A2B brand, and in its Leeds hub, using the Amber Cars brand.

Veezu has seen rapid growth since its inception with turnover increasing from £1 million in 2013 to circa £19 million in 2015. Its combined fleet consists of almost 2,500 cars, placing it at number 2 in our ProDriver 100 league table of UK operators with further acquisitions planned for the first half of 2016.     

Paul Ragan, chief executive officer of Veezu, said: “Operating as Dragon, which has clear synergy with the location of the business, we have a 900-strong fleet in south Wales, moving in excess of 6.5 million passengers a year.”  

The rebrand of the south Wales taxi hub coincides with Veezu unveiling its new location pin logo, which will now feature across its marketing communications for all of its taxi businesses in the UK. 

Ragan added: “We’ve made investments across the business to make sure that Veezu and its regional taxi companies are known for being ‘best-in-class’ and to be able to stand on its own when competing with international technology providers. Therefore, having a strong brand that is aligned to the sector and services we operate in is an absolute must for Veezu.” 

He continued: “We want people to know that when they see a regional brand that features our location pin and strap, ‘a Veezu company’, they know that is a rubber stamp of the highest industry standards. We’re thrilled to showcase both the Dragon and Veezu brands, which customers can now expect to see across all touch points of our business.”

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