European taxi trade is adamant: ‘Autonomous taxis should be regulated by proper local taxi regulators’
By: Wim Faber, Dutch Journalist and Taxi Specialist, Dutch-Belgian Magazine (Magazine Personenvervoer)
Once a year, in September, representatives from taxi companies and taxi associations meet in a European capital to discuss the taxi trade’s most burning issues. This year 29 taxi specialists from 11 European countries gathered in Paris on 17 and 18 September for the annual meeting of ERTA, the European Radio Taxi Association.
Although the ‘radio taxi’-part of the name is somewhat dated, the group is very much alive and kicking and extending its international footprint. Despite taxis very much being a local matter, new international developments in technology and R&D make comparing local responses even more urgent.
Not surprising given the incessant buzz on ‘robotaxis’, autonomous vehicles were top of the agenda in the new conference set-up with active discussion groups. The main prevalent questions from all around the table: let autonomous taxis be regulated properly as taxis by the qualified local regulator and stop national governments meddling in robotaxi-regulation just to boost national economic interests to the detriment of local regulators. The ongoing tug of war between the Department of Transport in Britain and Transport for London – national government vs. local mayor - being a case in point, but not unique in Europe. Many governments see the promotion of autonomous taxis – particularly with the involvement of a national player (in the UK’s case Wayve) - as a way of boosting their research and development interests in the robotaxi-area. The public obviously comes second to glitzy economic interests, supposed to boost the goverments’ standing.
Another topic: how can the taxi trade be part of these new taxi operations as prime operators or provide support services to these new operations. And that should go beyond offering menial services like ‘handlers’ washing the Waymo-autonomous vehicles (with safety driver) and cleaning the interior, as is the case in New York City and other areas in the USA.
Robotaxi providers doubling down
In recent weeks in which the sluicegates seem to have opened and the main autonomous taxi-providers seem to be doubling down in launching one new operation after the next, preferably in different countries. In a quick and detailed overview, given by Zineb Essahli, chief strategy and transformation officer with Taxis G7 in Paris she focused on SAE-automation levels 4 and 5. The USA and China are world leaders in live operations with and without safety drivers. New operations have now come on stream in the UK, the Middle-East (Dubai), Germany, Spain and Croatia.
Recently Europe has been quickly increasing speed on these tests. In the USA with Waymo in 12 areas, Tesla in 6 and Zoox – a vehicle without steering wheel or pedals in 2 and in China in 10 cities (with Apollo, Pony.ai and WeRide) companies are following different paths, licensing OEM’s and leaving operational licensing to local, regional or state regulators. According to G7’s Essahli, “Europe is picking up speed in 2026 , accelerating robotaxi trials with the first commercial trials now live.” And what does the ‘value chain’ look like? It consists of tech providers, OEM’s (manufacturers), booking platforms and local fleet operators. Looking at this string, there are ample opportunities for taxi companies to step in, both in the areas of booking platforms and fleet operations, moving well beyond washing and interior cleaning operations.
Clever and cost-effective marketing
The recent increase in robotaxi-operations worldwide, and the urgency for formulating an international position as taxi trade, made for long and intensive discussions at the Paris-meeting. Other more familiar ‘taxi themes’ like improving customer experience, driver selection plus marketing and growth strategies, also led to lively discussions. Most companies offer stringent training and driver selection programmes and monitor driver behaviour continuously, but often with typical local variations. When it comes to cost-effective marketing (not plastering cities with dollops of various forms of advertising like most platforms do), there is a wide range of approaches, with partnerships with events, companies and museums very popular. That way taxi companies can beat platforms due to their extensive local knowledge and contacts. Taxi company 31300 in Vienna partnered with the Eurovision Song Contest as unique taxi transport provider, and partners with a local brewery and museum without breaking the bank and receiving lots of positive free publicity.
A tribute to Geoffrey Riesel
It was fitting that the conference paid tribute to Geoffrey Riesel, former CEO of London’s taxi radio circuits Radio Taxis and One Transport, who passed away six weeks ago. With taxi-operator and taxi association leader Vinny Kearns from Ireland, Geoffrey launched ERTA ten years ago. Since then, the informal organisation has blossomed into an informal international annual meeting point for taxi operators and taxi association representatives.
The Paris meeting was chaired by the head of Taxis G7, Armand Joseph-Oudin, who runs a fleet with 10.000 affiliated drivers in Paris and across France. ERTA-chairperson Hedy Borreman, formerly from Amsterdam taxi company TCA (800 cabs) continues to hold the ERTA-reigns.
Wim Faber
The Vietnamese are coming to the US!
Green SM expands European taxi operations; Sweden and the USA are next
On September 25, the originally Vietnamese mobility company Green SM kicked off the ‘soft’ rollout of its e-taxi service in the Netherlands—its eighth global market and second in Europe after Copenhagen—at Amsterdam’s Eye Film museum. Both Denmark and the Netherlands have deregulated taxi markets. Sweden, the third country with a liberalized taxi market, is set to be the next location for Green SM, and the USA is also slated for a Green SM taxi service. Another platform? Far from it! The company works with independent and/or salaried drivers.
In what the company explicitly terms a ‘soft launch’—with the full-scale launch scheduled for the fourth quarter of 2026—the focus is on “building the driver network, refining operational processes, and establishing service standards to lay the groundwork for a broader rollout.” This will initially cover selected areas of Amsterdam before expanding to other districts to ensure complete coverage. Dozens of VinFast taxis have already been shipped to the Netherlands. However, the company has been tight-lipped regarding growth projections, investment figures for the new market, and the specific number of e-taxis available.
With the recent arrival of newly formed platforms like Robin and NLCabs, competition in the Amsterdam taxi market is heating up. However, Green SM is not an ordinary taxi company, and certainly not a platform: “In addition to its pilot activities, the company focuses on recruiting drivers in the Netherlands by offering attractive partnership terms, earning potential, and additional benefits,” the press release states. Green SM is currently seeking drivers for its vehicles.
“Green SM is introducing a flexible partnership model for drivers, allowing them to choose between a base salary arrangement (with an expected monthly income of up to €3,000 - $3,400) and a revenue-sharing model offering up to 85% of revenue, supplemented by bonuses based on performance and mileage.” The first 100 drivers to join Green SM in the Netherlands are eligible for a welcome bonus of up to €600 - $680, as well as exclusive benefits for early-joining drivers. The company aims to build a professional driver network that meets high standards for vehicles, safety, and service quality, thereby laying a solid foundation for the long-term development of its services in the market.
Green SM places a strong emphasis on quality and competitively priced rides: “Delivering a high-quality, consistent customer experience and service excellence are among Green SM’s top priorities. Drivers receive comprehensive training in driving skills, safety, customer focus, and professional conduct, with the aim of providing a professional, safe, and comfortable mobility experience.” Green SM provides premium rides that combine professional service standards with competitive pricing. In doing so, the company offers customers an additional option for a variety of mobility needs.
With VinFast’s highly distinctive V4 and VF6 e-taxis, Green SM aims to add a new option and bring added value to the electric mobility landscape. It achieves this through service quality, convenience, and a consistent customer experience, while simultaneously contributing to more sustainable mobility choices. During the pilot phase, Green SM is also offering customer promotions, including a 30% discount per ride (capped at €30 - $34,00 per ride, with a limit of 10 uses per user). This gives customers the opportunity to experience the premium electric taxi service at a special introductory price.
Founded in Vietnam in 2023, Green SM currently operates in Vietnam, Laos, Indonesia, the Philippines, India, Kazakhstan, and Denmark. Thanks to its all-electric fleet, technology platform, and consistent operational standards, the company is steadily expanding internationally while tailoring its services to local market needs. Next stops: Sweden and the USA.
A new taxi stand at Amsterdam film-museum The Eye? No, it was the launch of Green SM’s taxi service featuring VF4 and VF6 taxis from the Vietnamese manufacturer VinFast.
Definitely not OK
OK is just the brand, but with diesel prices shooting up to € 2.62 per liter (in $ 2.97 for 0.264 of a US gallon) in The Netherlands, and elsewhere in Europe, the taxi industry has become extremely alarmed and is clamouring for government support. In The Netherlands the taxi industry’s yearly turnover depends to 75-80% on social and NEMT-type transportation. Taxi companies and local governments, who contracted these social transportation services, are increasingly worried.
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