Most taxi drivers are enthusiastic drivers of Mercedes-Benz. To heighten their passion for the brand, cars are shown, that they all dream of driving.The dream of every taxi driver becomes true: every calendar motif shows one of the most legendary automobiles of Mercedes-Benz as a taxi. The cars are painted in the special taxi colour 'ivory-white' with a taxi-sign on the roof.

Every taxi driver with a Mercedes-Benz is proud to drive one. The calendar strengthens the identification and community feeling of Mercedes-Benz taxi driver – and supports the idea that only the people with a star on their hood are 'real taxi drivers'.The Daimler Chrysler sales organization produced 34,000 calendars for special taxi drivers. Other taxi-drivers found out about this and requested the calendars, as well. In the end, over 5,000 (approx. 14.7%) special requests for calendars were made to DaimlerChrysler.