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Fiat Multipla spearheads new London minicab innovation

Blueback, a new company aiming to transform London's fragmented £850 million private hire vehicle (or mini cab) market, has chosen Fiat's Multipla six-seater mini-MPV as its figurehead vehicle to launch the venture.

Blueback has signed a three-year agreement with Fiat Auto with an initial supply of up to 60 vehicles in 2003, 10 of which have already been delivered. All vehicles will be supplied on contract hire through Lombard Vehicle Management, and will all be 1.9 JTD ELX versions. Blueback expects to be operating over 1,000 vehicles within the next five years.

In addition to its prominent vehicle branding, Blueback's Multipla fleet will boast refrigerators stocked with cold drinks, newspapers and mobile phone chargers as well as a number of unique service features.

Blueback co-founder, PJ Darling, says: "The decision to select the Fiat Multipla was based on a number of factors, including its unique ability to take five passengers comfortably, which puts us on a par with black cabs; its unique and innovative design which differentiates ourselves from competitors, the spaciousness, flexibility and practicality of its interior, and its proven track record of operating as a taxi in Italy.”

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