This week a Lebanese taxi firm launched “Taxi Benat” (“Taxi for Women”), a cab service exclusively for women that features a fleet of all-female, pink-clad drivers. Originally inspired by “Pink Ladies,” a UK taxi service with the same premise, the four-wheeled feminine phenomenon has actually caught on in the Middle East; you can now see these taxis all over the United Arab Emirates and Beirut. Check it out:
The Ministry of Tourism in Lebanon avidly supports the “Taxi Benat” initiative, as these services particularly appeal to a clientele of wealthy female visitors from the Gulf. Females who have used the taxi service explain the allure of the taxi service as being a safer, more comfortable way to get home late at night, as men are not allowed to drive or use these taxis. For the record, I agree; nothing would make my commute feel safer than driving the streets of Beirut in a conspicuous Pepto Bismol- colored Peugeot.
Exhibit A:
Exhibit B:
The atrocious color (Pepto Abysmal?) is most obviously a marketing device, but I can’t help but feel like these taxis would attract a little too much attention; they’re blatant targets-- easy to follow and virtually glow-in-the-dark. But in all honesty, I would never pass up the opportunity to ride in one of these things. They look like a lot of fun… in the same way that Karaoke looks like a lot of fun: you’re on board with the intention of doing something “out of the ordinary,” perhaps putting yourself out there by making a spectacle of yourself, and you know that everyone in the room is embarrassed for you. Including you.
Bon voyage!
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