- Apr 21, 2012
How Nissan's NYC taxi contract may be a ticket to Hollywood fame
At least that's the thesis floated by Automotive News to help explain why Nissan is so stoked over winning the Taxi of Tomorrow contract with its NV200 compact van. Beginning in late 2013, the entire New York City taxi fleet will be converting to Nissan's aesthetically challenged people mover, which will replace the ubiquitous Ford Crown Victoria.
"So here's the pitch. It's a movie about a car. But it's not really about a car. It's about something else. What that is isn't important. But it's got a car in it. Not just one car, but lots of cars. Thousands of them actually. And they're in almost every scene. But only in the background. And get this: They're all... wait for it... yellow! And the best part is, we don't have to pay anything for it, in fact, they're going to pay us to put our cars in the movie. And it's going to make our cars famous. But that's not all. Imagine this: It's not just one movie, but a hundred movies. And TV shows. Thousands and thousands of hours of entertainment, and our new Nissan NV200 is going to be the star! Okay, not the star, but an extra. A bright yellow extra. I'm telling you, this idea – it can't fail!
Whether this leads to any burnishing of the Nissan brand remains to be seen, but regardless, AN says the contract is worth 40,000 units in New York alone over the next 10 years. We have to expect that at least some taxi companies outside of the Big Apple won't be shy about ponying up the thirty-large Nissan is asking for its Mexican-made cab either, as the day when every last Ford Crown Victoria extant has joined the Checker Marathon in cabbie Valhalla is certainly coming.