Inside the Mind of a Cabbie report to download

As part of the Shell Smarter Cab Drivers challenge – aimed at helping British drivers become more fuel efficient and save money by making simple changes to the way they drive – the Royal Society for the Arts (RSA) has been working with our cab drivers to better understand the factors that influence their everyday lives and which prevent them from making meaningful, sustained changes to their driving behaviour.

Following a series of workshops with the drivers, RSA has produced an interim study report ‘Inside the Mind of the Cabbie’ which explores the day-to-day issues they face in great detail and provides a series of initial recommendations and suggests as to how they can be influenced to drive more fuel-efficiently.

You can take a look at the RSA’s report by visiting the RSA’s website, or you can download the report directly from here.

Download the RSA's 'Inside the Mind of a Cabbie' report, commissioned by Shell

Our cabbies deliver fuel savings in just a fortnight

We’re very happy to say that our Smarter Cab Drivers fuel efficiency challenge has already delivered significant improvements for competing cab drivers across GB, saving them fuel and money and demonstrating the immediate impact of using our fuel efficiency tips and techniques.

By the halfway point of our challenge, our cab drivers had already delivered a 12 per cent average fuel efficiency improvement. If continued over the course of a year, this would mean they save around 600 pounds each on their fuel bills, based on their current fuel costs.*

The drivers are now split into two groups. Ten are continuing their efforts as normal, while the other ten are receiving special ‘interventions’ from the RSA designed to reinforce and refocus their efforts on applying the smarter driving tips. These interventions include a purpose-build ‘spring-o-meter’ – a dashboard mounted device that wobbles, and, if the cab in question is driven too harshly, sounds a beep – as well as in-cab guestbooks allowing passengers to provide feedback on how smooth their journey is. Have a look at a guestbook below:

The RSA has created special 'interventions' - in this case an in-cab guestbook - to help remind our drivers to stay fuel-efficient

*Based on 30.8 baseline mpg of all drivers before trial. Current 35.1 mg average of competing drivers at 500 miles per week average. Equates to 9 litres saving per week. At 1 pound 40 pence per litre equals annual potential saving of 652 pounds