http://www.oregonlive.com/commuting/index.ssf/2015/07/uber_ecocab_launching_tesla_ta.html Why EcoCab is launching new Tesla taxi service in Portland amid Uber-mania (poll, video) By Joseph Rose | July 22, 2015
[video flash] Tesla Model S road trip: zero to whoa During a 2013 road trip, Oregonian/OregonLive commuting reporter Joseph Rose gave the Tesla Model S a zero-to-sixty test. He didn't have a stopwatch with him, but according to the factory it takes 4.2 seconds, which is entirely believable given Joe's experience. With ride-hailing services Uber and Lyft siphoning business away from traditional cab companies, there has probably never been a worse time to start a new taxi service in Portland, right? Wrong, says EcoCab. The Longview-based taxi company plans to start picking up fares Wednesday in whisper-quiet, all-electric vehicles, including luxury Tesla sport sedans. It will even charge a premium over its competitors for the rides. In March, the City Council voted unanimously to approve 51 new taxi licenses for EcoCab. The company is expected to start its first day in Portland by driving Commissioner Steve Novick to his downtown City Hall office. But the taxi business in Stumptown has never been more complicated. EcoCab is launching in the middle of a 120-day pilot project to test the merits of allowing ride-hailing companies and a largely deregulated taxi system within the city limits. Sure, a lot of people may hail an EcoCab for the chance to take a ride in a Tesla Model S, widely considered the best automobile on the road. (As someone who has taken the $100,000 Model S on a Northwest road trip, let me quote Ferris Bueller: "It is so choice. If you have the means, I highly recommend picking one up.") But what happens when the novelty of riding in a Tesla wears off? From the outside, given the current challenges facing private for-hire transportation companies, it's hard to tell if EcoCab is being bold or foolhardy (or maybe a little of both). Leah Jones, general manager of Ecocab in Portland, sees nothing quixotic about the business endeavor. In fact, the company expects to achieve first-year revenues of about $2.1 million. Jones agreed to a quick a Q&A session with The Oregonian/OregonLive as she prepared EcoCab's dispatch and charging center on Northwest Yeon Avenue for the first day of operations. Let's get down to the nitty-gritty. How many vehicles will EcoCab have on the streets and what are the rates? Jones: We'll start with 15 electric vehicles (a mix of Teslas, Nissan Leafs and vans for serving riders with disabilities). We have different rates: $2.50 per pick up and $3.90 per mile, with 50 cents a minute for wait times and $1 per extra passenger. Taxi rates are deregulated right now, so I'm not sure how that compares to other companies. (By comparison, Radio Cab charges a $2.50 minimum, with $2.60 per mile, $1 for each extra passenger and $30 per hour for wait times. During non-peak periods, UberX's minimum fare is $5 with a base fare of $1.50, $1.55 per mile and a per-minute cost of 30 cents.) Would you pay a little more to take one of EcoCab's Tesla taxis? Yes. I can see myself hailing one on a regular basis. No. I'm more interested in saving green than going green. Yes. But I'd probably just hail one to see what it's like to ride in a Tesla Model S. Isn't this a crazy time to get in the taxi business in Portland? In fact, in the past few months, Uber overtook taxis as the most expensed form of ground transportation in the nation, according to a recent expense management system survey. All the signs say taxis are losing business. What makes you think you can compete in what has suddenly become a cutthroat market in Portland? Jones: We've been planning to start up in Portland for over a year, before we realized Uber would come into the picture. But I think EcoCab will really appeal to the progressive, eco-friendly consumer in Portland. We're all-electric, which is better for the environment. We have the Tesla Model S. We have beautiful, clean cars. We're also pulling away from the contractor aspect of cab drivers. EcoCab hires its drivers and pays them hourly wages plus benefits. There are many reasons to use our service and to support the company. Will EcoCab always have 15 vehicles on the road? Jones: No, they will have to be rotated out of the charging stations. We can charge up to seven cars at a time. The city's own studies have shown that Portland cab companies have a reputation for being unreliable, especially when there's high demand at night. With such a small fleet in service, how do you plan to avoid becoming another taxi company that can't meet demand? Jones: We're planning to add about five cars a month. We don't anticipate to be overwhelmed by business right away, but we will grow to meet demand. Also, I should point out that, like Uber, people can download and use the EcoCab app on their smartphones to hail a ride. We also have an easy number to call for a cab: 503-TAXICAB. Most people will probably want a ride in a Tesla. When they call for an EcoCab, will it just be the luck of the draw whether they get a Tesla or a Nissan Leaf? Jones: People can ask to be picked [up] in a Tesla. 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