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Going Rouge

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San Francisco's oldest taxi company, DeSoto Cab, is shedding its navy, turquoise, and white colors and cloaking itself in red to re-emerge as Flywheel Taxi, the first fleet to be run on Flywheel, the taxi-hailing app. Though the cab company and Flywheel (née Cabulous) will remain separate entities, and Flywheel will still serve its app users with the closest taxi (without giving preference to DeSoto drivers), the collaboration is an attempt to put traditional cab drivers on more equal footing with Uber, Lyft, and Sidecar. [SF Examiner]