In 2010, Chevrolet in Colombia created The Chevrolet University for Taxi Drivers, a free of charge university, with flexible schedules for taxi drivers with any brand of taxi. We provided them a place where they could learn to be one, something that no one had ever taught them. We created a lifelong relationship with our potential consumers by improving their quality of life. Around 1,500 taxi drivers attend classes, the University had professors who specialized in public transportation and the educational content was developed by SENA (government educational institution in Colombia). RCN, one of the country’s most important radio networks, created a weekly program which invited teachers, students and users to increase knowledge and dispel taxi drivers’ doubts. City TV and ADN newspaper joined forces and changed taxi drivers’ attitudes. By the end of 2011, 4,000 taxi drivers will have graduated and a second location will be opened in another city of Colombia.

We created the first University in Colombia for taxi drivers, a Free University, with flexible hours to work and also available for taxi drivers that didn't have a taxi of our brand.

The University had two physical locations, also a radio program to reinforce learning while working, and the call to enter by media such as TV, radio, print, outdoor and Internet.

- 537 graduated taxi drivers- 2,000 active students- 800 new alumni each month- Government support through the largest educational entity in the country (SENA).- Special fees and coverage from the most important media in the country.- Creation of an exclusive radio program for the University.- A soap opera produced by Caracol TV, called "the taxi drivers", makes us part of their content. Some of our students are chosen by City TV as mobile reporters 24 hours a day.- By the year 2011, 4,000 taxi drivers in Bogotá will have graduated and two new locations are going to be opened in different cities.