Back in black
Welcome to the digital home of LEVC – the London EV Company. We are the leading global manufacturer and retailer of purpose-built taxis. Once only synonymous with London, we have built the black cab into a global icon and secured its future to our vision of seeing it on the streets of every major city around the world.
The road we are set to travel is one we will take together as manufacturer, drivers, owners, and passengers. It’s what we mean by being People Driven. So, despite our traditional choice of colour, the future’s looking incredibly bright.
LEVC is both an electric vehicle pioneer and the inheritor of a century of London cab expertise. The company was founded on Chinese capital, but has a UK factory and a eurocentric approach to expansion.
All that adds up to a lot of brownie points, so critics need to tread softly. Our line will be familiar to regular readers: unclear or disorganized comms are symptoms of deeper corporate malaise. (Titter ye not — our recent pronouncements on Premier Foods based on close reading of its Atora Suet brand page turned out bang on the money.)
LEVC’s self-presentation isn’t pretty. Consider how Exhibit ‘C’, the ghastly second para, elides the ‘we’ of para#1 into an all-encompassing collective pronoun. This is the textual equivalent of an unsolicited hug from a stranger, and it left this reader gasping for breath.
Not all the problems are as blatant. Exhibit ‘B’, the redundant conclusion of para#1, is in-your-face, but Exhibit ‘A’ is more subtle. It commences with the substitution of an ‘EV’ tag for the phrase ‘electric vehicle’.
This small piece of dissimulation presumably reflects corporate bashfulness around the dependence of LEVC’s flagship TX cab on its ‘range extender’ petrol engine. More follows in the same vein: the TX may be the world-leading ‘purpose-built’ taxi, but its numbers are dwarfed by the repurposed Toyota fleets of New York and Chicago. And has the black cab really acquired its iconic status only in the half-decade since the foundation of LEVC?
Our rewrite assumes — as ever — that LEVC would do well to be upfront about its tiddler status. This is the copywriting eqivalent of trimming out a combover, and we recommend it to any company that’s conscious of a thinning top.
LEVC is the inheritor of a century-old cab-building tradition. The team at our dedicated works near Coventry is responsible for the 2017 rollout of the groundbreaking TX, clear leader among the handful of taxi designs approved for service under London’s stringent zero emissions regulations.
The LEVC story began in 2013 with our acquisition of the production assets of our predecessor, the London Taxicab Company. Shortly afterwards, we adopted the tagline ‘People-Driven’ and launched an initiative to reach out to the world’s major urban centres.
This was a bold strategy for a startup, but it has paid off handsomely. You can already encounter our vehicles in Amsterdam, Paris and Oslo as well as on our London home turf. Tomorrow, or next year, we hope it will be possible to hail one of our black cabs on the streets of every major city in the world.
Our livery might look drab, but our future is bright.