Transport for London reports Increase in Taxi Drivers taking the Knowledge
A ‘Choose Taxi’ campaign in the Ubiquitous Operations Centre. Image Credit: London Taxi PR.
The Ubiquitous team was pleased to read a report from Transport for London (TfL) which revealed that applications to become a licensed London Taxi Driver are at their highest level in a decade. For brands advertising on London taxis, this is exactly the kind of news that matters.
TfL data tells us that applications have risen 68.6% from 440 in 2022 to 742 at the end of November 2025. The positive news comes on the back of a report earlier this year detailing dwindling black cab numbers from non-profit think tank Centre for London. The report suggested that the profession could be extinct within two decades if action wasn’t taken immediately.
So, what’s sparked the renewed interest? The surge follows reforms made from the action points in TfL’s latest Taxi and Private Hire Action plan. It aimed to make the Knowledge more accessible while maintaining its long-standing requirements.
Talking to our Fleet Account Manager Karl Maresch, it’s clear that beyond the actions of industry bodies, the initiatives of industry stakeholders have paid dividends.
“The LTDA, HP Taxis, and London Taxi PR have each been running their own initiatives to promote the trade. The recent reported increase in Knowledge students show these initiatives are starting to bear fruit.”
Ubiquitous is a strong advocate for Taxis in London and the UK, producing the adverts for London Taxi PR’s ‘Choose Taxi’ campaign and the London Taxi Drivers Association (LTDA’s) ‘Knowledge is Power’ initiative. The reputation of the Taxi trade goes beyond their reliable service and encyclopaedic knowledge of London. They deliver charity and goodwill across the UK too.
And a Taxi for the London Taxi Drivers Association. Imaged Credit: Ubiquitous.
While we’re delighted to read the news, the data only mentions who has started the Knowledge, and not who’s finished it. The notoriously hard test has a dropout rate of 66%. Interestingly, TfL says that the time taken to complete the Knowledge has fallen from 5.25 years in 2020 to around three years in 2025.
The Ubiquitous team has witnessed how Taxis have weathered numerous struggles (like Covid) and come out stronger. Managing Director Jim Cohen believes Taxis aren’t going anywhere.
“They are trusted, highly visible, and woven into the fabric of the city and the communities they serve. As driver numbers rise and the trade strengthens, taxi advertising becomes even more powerful.”
The Ubiquitous team wishes the best of luck to those studying the Knowledge and for those about to take the test. We look forward to welcoming you to the trade, and of course, if you’re interested, there’s always a place at Ubiquitous! As Karl rightly pointed out,
“All of these campaigns have used the London Hackney Carriage to carry their individual message and once again proves Taxi Advertising works!”