Veezu has won approval from Cardiff City Council to display its branding on its cars in the city, despite the concerns of local rivals.
The Newport-based private hire giant was granted an exemption from a licensing condition that restricts the size of the logo that can be displayed on private hire vehicles.
Exterior advertising is permitted on the outside rear door panels of private hire vehicles in Cardiff provided it does not exceed the dimensions of the panel and is restricted to one advertisement only.
Veezu proposed that the livery on its Cardiff vehicles should wrap a larger proportion of the vehicle. But trade union Unite objected to the move. The union wrote to the council, claiming that exceptions to uniformity among taxis in the city may lead to a “fragmented and potentially confusing experience for passengers”.
It was also argued that the move could give Veezu an unfair economic advantage, as well as potentially complicating enforcement and oversight for the council.
But in response, Veezu said other operators were free to make the same application to the council. Veezu representative Katie Oram told the Council: “Wrapped vehicles will provide assurances to them that they are going into a licensed vehicle. It just gives them that feeling of being safe.”
In a letter to the council, Veezu wrote: “We believe that the higher the instant recognition of a pre-booked vehicle is, safeguarding and general standards of personal safety, particularly for women, vulnerable groups, and people with visual impairments are significantly enhanced.”