What began as an idea to create a better working environment for some of San Francisco’s drivers, evolved into a cab company with a mission to be environmentally conscious. On April 25, 2007, Green Cab, the city’s first taxi company to exclusively operate only hybrid and alternative fuel vehicles, began business with one Toyota Prius. The company has since added three more cars onto the streets.

Thomas George-Williams, one of the company’s eight founding members, has been driving the streets of San Francisco for over ten years.

“It’s all about emission control and we could show, with our little Priuses, there are alternatives to cut down emission from taxis,” said George-Williams, who believes San Francisco is ready for a cab company like Green Cab.

In an industry notorious for emitting large volumes of harmful greenhouse gases, the most notable being carbon dioxide, Green Cab has found a niche in San Francisco.

In 2005, San Francisco became the first city in the United States to use hybrid vehicles as public taxis – Luxor Cab and Yellow Cab were the first using Ford’s hybrid Escape. And at his 2006 state of the city address, Mayor Gavin Newsom declared the city’s entire fleet of 1,381 taxis would be converted to cleaner, hybrid or alternative-fuel taxis by the year 2011.

George-Williams said he is optimistic about the Mayor’s goal. “It is possible. It’s just a matter of taxi companies investing in cleaner vehicles and being able to finance them,” he said.

A mandate from the city’s Taxicab Commission states that cabs must be replaced every three years or when they hit 350,000 miles. Currently, companies must apply for special grants and incentives through agencies like the Bay Area Air Quality Management District in order to help offset the costs of buying new, clean technology cars.

“We do not get much help from the city,” said George-Williams. “They promised, for the next five cars to give us $2000 each, which is a drop of water on a hot stone.”

Adding new cars to the Green Cab fleet has been a slow process despite its growing business, but George-Williams has a positive outlook. “We are basically out there to prove we can do it without incentives,” he said.

Gavin George, 23, a student of the San Francisco Art Institute, is the youngest and “greenest” Green Cab driver. “I just started seeing them (Green Cabs) on the road and I was sick of driving these gas-guzzling Crown Victorias. So, I decided I wanted to work for them,” said George, explaining why he switched employment from another SF taxi company to Green Cabs.

“On an average night, I run about 150 miles and I only fill up once at the end of my shift,” said George. “I tend to pay about $15 when I fill up the gas tank.”

George said he used to pay $40 to fill up the gas tank of Ford’s Crown Victoria, on average – a vehicle commonly used as taxis today.

Like all taxis, Green Cab’s vehicles need regular maintenance about every two weeks and are serviced at Luscious Garage, a new automotive center in San Francisco that opened September 15, 2007. Luscious Garage has a common mission to be environmentally aware and responsible.

Carolyn Coquelette, 29, the owner and lead technician of Luscious Garage, said the shop focuses on servicing hybrid vehicles. “We are definitely taking a fresh look at the automotive industry and what we can do differently,” said Coquelette.

Luscious Garage received their Green Business Certification from the San Francisco Department of Public Health on October 31. Aside from servicing vehicles, the garage also recycles most of the materials they use, minimizes administrative paper waste, uses renewable energy, and is setting up a grey water system to cut back on unnecessary water usage. “We need to incorporate more consideration for the environment in our everyday lives,” said Coquelette.

“People keep coming forward saying, ‘I drive a hybrid and I really want to support your business,’ and just everyone we meet really wants to support our business,” said Coquelette. “It reiterates this idea we are doing the right thing.”

According to a report by R.L. Polk & Co., California leads the nation in hybrid vehicle registrations and ranks San Francisco as the second highest hybrid metropolitan market.

As more hybrid cars are being added to taxi fleets in San Francisco, Green Cab does not think about the effects it will have on their business,” said George-Williams. “Competition is good because it means there will be more clean cars on the road.”