Driver combats crime with cow taxis

Santiago: A taxi driver in Santiago, Chile stumbled across an unexpected marketing ploy when he decorated his taxi with a cow theme.

Tired of being assaulted, taxi driver Juan Geraldo took a kinder approach to warding off delinquency than Robert De Niro's character Travis Bickell in the 70's classic Taxi Driver. By decking his cab out in a showy bovine fashion, Geraldo has not only warded off criminals, but he has attracted business as well.

Inspired by cartoons of cars crossed with animals, Geraldo upholstered the seats, roof and everything else with cowhide. He put stuffed cows throughout the vehicle and installed a horn that mimics the moo of a cow.

The redecorating, he said, has achieved it primary objective.

"I upholstered this car this way two years ago because I had been assaulted numerous times. Since I upholstered it this way, I haven't been assaulted again because criminals are turned away by such a showy car," Geraldo said.

Geraldo also installed a number of neon lights in the interior of the car that play on the black and white leather to create warm ambience.

Passenger Maria Rosa Jonquera said the lights create the feeling of safety.

"I like it for the security of the lights. It feels good, very welcoming. With the way crime is now these lights make one feel very safe," Jonquera said.

After 27 years in the business, Geraldo never suspected that a change in the appearance of his cars would have such an impact, but his cow taxis have been so popular that there are now nine of them in the streets of Santiago.

"Most of our customers are women because they find the car welcoming and safe. And kids like it because they find it entertaining with the stuffed animals that are in the car," the 46-year-old Geraldo said of his clientele.

But beyond the attraction to the women and children sector, there is an obvious erotic appeal to the taxi. With the feel of a rolling love hotel, the taxis welcoming interior has awoken the desires of some Chileans to consummate their love in the back seat of the car while driving through Santiago's streets.

According to Geraldo, people do rent his cars for birthdays and other more wholesome celebrations.

Like any good marketing plan, the cow taxis have their own distinctive stamp that goes all the way to uniformed drivers dressed in jeans, leather jackets, and cowboy hats.

The cow taxis have worked so well for Geraldo that he is in the process of patenting his idea and his mind is already working on new versions that might be his next fleet of creative taxis.