Business: Italy / Global
Breaking ranks
In Florence – as in many other cities – Ford’s Tourneo Custom is now the executive taxi to hail.
Looking for a vehicle to shuttle you between fashion shows at Pitti Uomo in Florence? Or are you on the hunt for a driver to whisk you around Milan during Salone del Mobile next year? If so, you might find yourself buckled into a Ford Tourneo Custom. The 2024 edition of the smart-looking people-mover that can carry up to nine passengers is quietly becoming the executive car service’s vehicle of choice in Italy.
“It’s an elegant yet comfortable car to drive,” says Stefano Ciappi, who monocle trails for a morning on the road in Florence, where he’s taking clients to the airport or between events in his newly minted Tourneo Custom. Ciappi, who runs chauffeur business Chianti Drive, which services central Tuscany, bought the vehicle earlier this summer. The driver’s preference for the US brand is unusual in a sector where the ubiquitous Mercedes Benz V-Class people-mover currently reigns supreme – but Ciappi says that’s likely to change. “The Tourneo Custom is going to be really popular in the chauffeur and taxi industry in Italy,” he says. “I already have several taxi-driver colleagues trying it. They’re satisfied with it because it’s comfortable for both the driver and the passengers. It’s absolutely on the way to being a success.”
The Tourneo Custom has been in production since 2012 but has had a dramatic overhaul for 2024, which has generated a renewed interest in the vehicle. There are sleek new headlights and a refined front grille but the game-changing component has been the introduction of a seating mechanism that allows for all nine seats to slide and rotate within the cabin. It’s a move that allows seating layouts to change to suit the needs of the customer: rows of three chairs can be turned to face each other, creating a “conference” configuration; or they can be twisted to face the same direction for a more solitary ride. There has also been a significant increase in storage space at the rear of the vehicle (handy if you made some purchases at Pitti Uomo), plus a generous touchscreen for the driver makes navigation a breeze.
In short, Ford might just be on to a winning concept – and it seems that the company knows it. “Every passenger can enjoy the best seat in the house,” said Ford Europe’s vehicle line director, Pete Reyes, at the launch of the Tourneo Custom. “The vehicle has been transformed from top to bottom, combining the comfort and quality of a luxury car with outstanding space and practicality.” It’s a hype that the vehicle is living up to – and the reason why you’ll be hoping that one picks you up from Peretola or Linate next time you’re in town. —
taxis
Follow that cab
Global
Taxi services are integral to the identity of cities across the world, offering not only vital transport options but a distinct emblem for the community they operate in (writes Perry Richardson). When thinking of New York, the famous yellow cab springs immediately to mind. In London, the black cab is synonymous with the city’s dna. It’s also big business in Europe: the continent’s taxi market is expected to grow by 8.11 per cent between 2024 and 2029, with the sector set to be worth €104.6bn by the end of the decade. This presents enormous commercial opportunities for those supplying vehicles – and the Ford Tourneo Custom might just be edging out the competition.
For those European cities looking for a cab that can either entwine itself into an already established taxi fleet, or enhance its credentials, the Tourneo Custom can offer a fresh alternative, combining reliability, affordability and functionality. As the “custom” in its name suggests, almost every detail of the car can be tweaked, including its three powertrain options (diesel, hybrid or electric) flexible seating configurations and the possibility of adding ramps and electric side-steps. Custom-fitted grab rails and a two-way hearing loop intercom can also be added, plus its interior finishes and paint job can be readily changed to match the requirements of any city’s taxi colourway.
Did Ford design the Tourneo Custom with the prime focus of it becoming a widely used taxi vehicle across Europe? No, but it was designed for tailored versatility, which makes it a prime candidate to become that globally accepted taxi vehicle. The challenge now lies in shifting perceptions away from the current limited saloon-style taxi options and encouraging taxi operators to consider the array of possibilities that a vehicle such as the Ford Tourneo Custom has to offer. —
Perry Richardson is the editor of ‘TaxiPoint’ (taxi-point.co.uk) and a taxi-industry specialist.
