Shell Smarter Cab Drivers

Working in collaboration with the RSA (Royal Society for the encouragement of Arts, Manufacturers and Commerce), the Shell Smarter Cab Drivers' four week driving challenge applied both Shell’s driving tips, as well as specially designed ‘nudges’ to see whether drivers could adapt their behaviour in order to reduce fuel costs.

The challenge, which was supported by motoring groups, assessed the cab drivers on how fuel efficient their driving was, ensured that all drivers undertook an AA eco driving course, and studied improvements they made during the four weeks.

Public hire cab drivers from ten regions monitored their fuel efficiency performance as they travelled around picking up passengers. Their efforts were tracked in real-time on the Shell Smarter Cab Drivers online hub – www.smartercabdrivers.com - opens in new window and on the dedicated campaign Twitter feed, @SmarterCabbies - opens in new window, to enable the public to see how easy it can be to make improvements in their fuel efficiency.  

The cabbies demonstrated that British motorists could save £500 annually on fuel by adopting Shell’s smarter driving tips. They were able to cut their fuel consumption by an average of 20% in a month and could save up to £1,552^[1] per year each if they kept up the good work.

The cab drivers smashed their initial target of a 10% fuel consumption saving by applying simple driving tips that are just as relevant for everyday drivers, such as turning their air conditioning down or off, avoiding over-revving and reducing the load in their boots.

During the Shell Smarter Cab Drivers challenge, 16 of the participants were equipped with state of the art telemetry technology to track their driving behaviour, while a further 4 drivers tracked their performance manually, to see whether a hands-on or automatic approach delivered the greater improvement.

The Shell Smarter Cab Drivers challenge investigated whether traditional learning methods such as Shell’s Smarter Driving tips can be enhanced when combined with the RSA’s own ‘steer theory’ techniques – which are designed to reinforce long-term behavioural changes.

While all participants received Shell’s Smarter Driving training and guidance, ten of the cab drivers also had co-created nudges and reminders throughout the challenge to further encourage their efforts and remind them of their training.

The campaign was supported by a wide range of organisations, including the AA, RAC, Transport for London, The Knowledge and the Institute of Advanced Motorists.

Melanie Lane, General Manager, Shell UK Retail, said: “We know fuel prices are high right now so it’s important that we help people save fuel and money. We’re pleased to see that our drivers took the challenge so seriously and on average doubled our expected fuel reduction target. We hope this campaign can show that if cabbies can do it, all drivers can become smarter, more fuel-efficient and see the impact on their pocket.”

In a final report (PDF, 3023 KB) - opens in new window, published in December, the RSA evaluated the nationwide awareness campaign and outlined the most successful ways to get other cab drivers, and drivers more generally, thinking about fuel efficiency. In order to encourage behaviour change amongst all motorists, the report calls on stakeholders and industry to take responsibility for encouraging fuel efficiency on the UK’s roads. 

^[1]Phillip Caston saved the most fuel throughout the challenge. He saved 21.31868 litres of fuel a week. If he continues to save fuel at the same rate all year, he stands to use 1108.5714 litres less fuel. At a cost of 140 pence per litre, this equates to a potential annual saving of £1,552