AN OXFORD taxi firm is doing its bit for the planet, reacting to demand from eco-conscious customers, and saving at the pumps.

Bosses at 001 Taxis in St Aldate’s have ploughed more than £100,000 into 15 Toyota Prius cars which combine an electric motor for slow city driving with a conventional power unit, cutting exhaust emissions.

Marketing manager Ricky Audain said: “Most of the cars we had were diesels and we decided we wanted to become a bit greener.

“They are also quieter which makes them city-centre friendly.

“We are receiving some very good feedback from customers – in fact some people are now asking for them.”

The switch also makes financial sense, with the average company-owned taxi travelling up to 70,000 miles a year and fuel prices at record levels.

The Prius operates largely on battery power around town. Mr Audain said: “We were spending between £50 and £70 a day per car on fuel but now it is more like £15-20.”

The cars also qualify for £10 road tax, and are exempt from the London congestion charge of £8 a day – both of which add up to major savings, especially as taxis make frequent trips into the capital.

Now up to 4,000 fares a week are being transported in the Prius fleet and many of the firm’s 200 owner-drivers are looking to make the switch too.

Mr Audain added: “I anticipate we will buy up to 10 more this year and we are also looking at taking on a Toyota hybrid minibus.”

Driver Andreh Sohrabian welcomed the move to the Prius. He said: “The car is comfortable and roomy and it is better on fuel.

“Everybody asks questions about it. I believe this is the future.”