A pink Toyota Camry Hybrid appeared on Ann Arbor streets during Breast Cancer Awareness Month last October as part of a fundraising and awareness campaign promoted by the national Taxicab, Limousine, & Paratransit Association. Its driver–who prefers to go only by his nickname, Owl–describes how Select Ride owner Dave Reid recruited him: “It was with a brief PowerPoint presentation: slides in progression of the pink car, pink ribbon, one that read ‘Who will drive?’ and a picture of an owl.”
The national campaign raised more than $100,000 for breast cancer–and after it ended, Reid decided to keep the Pink Car on the road year-round. Select Ride contributes $1 per $9 regular fare to the American Cancer Society–$1,387 in its first six months, plus another $40 kicked in by passengers (who don’t have to take the pink car to contribute). Working with ACS, Reid says, the company also donates rides to cancer patients worth about $2,000 a year. Between outright contributions and free or discounted rides, Reid figures, the company donates $50,000 a year to various causes.