Who is the man behind the viral first Montero taxi in Baguio City?

Baguio City, Philippines – The City of Baguio City is evolving, including its taxi transport.

Just recently, a taxi driver sparked a social media buzz as he introduced the city’s first-ever Mitsubishi Montero taxi. The SUV-type vehicle, which many regard as family dream car has just been converted by Baguio City taxi driver as a public transport.

At the wheel of making the road ahead more stylish is Fernando Miller Jr. from Kias, a taxi driver since the early 2000s. Miller revealed in an interview with GURU Press Cordillera his reason behind his decision that drew raised eyebrows.

For over two decades, Fernando drove the standard fleet of taxis in the city such as Toyota Innova, Isuzu Crosswind, and Mitsubishi Adventure. That changed when a generous discount on brand-new Montero caught his eye last month. He then went to take out loan from a local cooperative where he has been a long-time member and secured the down payment.

“When the seller asked me what the car was for, I told them for taxi. They are a bit surprised,” Fernando recalled in a local dialect during the interview.

The seasoned driver saw potential on it and he wanted something more presentable than what he used to have.

He then processed its registration with the Land Transportation Franchising and Regulatory Board (LTFRB), which he thanked for handling his application swiftly.

On Wednesday, June 4, Fernando officially rolled out his Montero taxi and he immediately realized he made the right choice.

His first passenger snapped a photo of his sleek SUV and shared it online. The post went viral.

Booked and busy

Local hotels began booking directly for their foreign guests.

“They said they preferred a more presentable and elegant ride for their clients,” Fernando relayed.

That is when he really saw the advantage of switching gears. As compared to driving AUVs and MPVs which rely on metered system, he is now earning extra with the commissions given by hotels.

With the rising popularity of his vehicle, demands for service grows and Fernando admits he cannot accommodate all requests though he is now driving the taxi 24/7 with the help of his friend who serves as his alternate.

More premium taxis

Recognizing the potential of premium taxis in the city, he met with the owner of Baguio’s first Fortuner taxi, who is currently processing his registration with the LTFRB. They decided to join force to serve more passengers.

Fernando was likewise approached by few individuals who are set to buy and register their Monteros and Fortuners. They plan to form a group to expand availability of SUV taxis, especially during tourist peak seasons.

Luxury vs. Practicality

Despite the positive feedbacks he had been receiving, Fernando pointed out that such kind of taxis could become a loss.

“If you rely on the regular flag-down passenger, having Montero or Fortuner is not practical,” he cautioned, explaining that such SUVs consume more fuel than regular taxis.

He added that the setup will work with special arrangements and hotel and private bookings, where drivers earn additional from commissions.

Fernando remains optimistic as he adds something new to the mix, elevating the taxi experience in the country’s Summer Capital and to nearby places within Cordillera, where he can extend his service.

The driver’s story is one of adaptability and foresight, and a reminder as well that sometimes, the road less travelled is the one worth driving.