In the heart of Johannesburg’s bustling Faraday taxi rank, a quiet revolution is underway – the Faraday Taxi Association has rolled out a branded VIP passenger card, an initiative that is redefining how commuters experience South Africa’s informal transport sector.
What may seem like a small business idea is fast becoming a blueprint for how township entrepreneurship can blend innovation, professionalism, and community trust.
The VIP card, introduced earlier this year, offers passengers exclusive benefits such as priority boarding, loyalty rewards, and discounted fares during off-peak hours. But beyond the perks, the card symbolises a broader movement, one where local taxi associations are taking proactive steps to formalise their operations and elevate customer service standards.
Taxi driver Sibusiso Mthethwa said the initiative stemmed from a desire to shift perceptions around the taxi industry.
“People have, for many years, viewed taxis as unreliable or unsafe. We want to change that by offering a more structured and rewarding commuting experience. The VIP card is our way of saying that every passenger matters and deserves professional service,” Mthethwa told Vutivi Business News.
Mthethwa added that the association partnered with a local fintech startup to develop the card system, enabling passengers to top up their accounts digitally, a significant step towards integrating cashless payments into the informal sector.
Commuter Thandeka Ngwenya, a daily passenger between Faraday and Soweto, said the card represents more than convenience.
“I feel valued, I don’t wait in long queues as long as I have the card. It’s small things like that which make a big difference. You can tell they care about keeping customers,” said Ngwenya.
This renewed focus on customer care is also fostering stronger ties between drivers and the communities they serve. The association has introduced customer feedback channels and periodic driver training sessions on professionalism and customer relations, a move that is already earning praise from regular commuters.
Street vendor Nolwazi Khumalo said initiatives like this show how the informal sector can embrace innovation without losing its identity.
“It’s an example of how small-scale, community-led businesses can use simple technology to transform their image and service quality; it’s also a lesson in how local associations can take ownership of their own development,” said Khumalo
With plans to expand the card system across other Johannesburg routes, the Faraday Taxi Association hopes its model will inspire similar projects in other townships, proving that innovation does not always require massive investment, just a vision for change.
