Pictured above: Pulling rank on more expensive taxi operators - Just 4 One's Gordon and Paul Donaldson (right and left respectively) with Matt Barker from smart of Nottingham

Nottingham residents could be about to hail an ingenious new taxi service being launched in the city in more ways than one.

Just 4 One will offer a single passenger service using two-seater smart cars that will not only be friendlier to the environment but will charge fares that are up to 25% cheaper than conventional cabs.

The venture is being launched by Gordon Donaldson, his brother John and Gordon's son Paul, who already operate the Chauffeur Drive and Corporate travel business, Where 2 UK Ltd, but who identified an opportunity for a service specifically aimed at solo travellers. It will initially be run during the day only, for short trips such as transporting people to and from the supermarket, business or hospital appointments, or between hotels and East Midlands Airport.

"Our research showed that the corporate business involved nearly 82% of fares where people were travelling alone," explained Gordon, who established the Carlton-based business after retiring from the Police Service back in the 1990s.

"With customers becoming increasingly cost and environmentally conscious, fuel prices constantly on the rise, the use of a hackney cab or big saloon is, on certain occasions, unnecessary," he added. "The benefits for the customer using us are reduced fares as the result of being transported in more efficient and economical vehicles."

Paul continued: "Some travellers may be somewhat sceptical because of the vehicle's size, but once tried I believe they will be won over."

"Having owned a smart myself for two years, the cars are perfect for the trips that we will be undertaking around the City and I'm sure customers will enjoy the experience. I'm 6ft 4ins tall and have never been able to get over just how spacious they are - they are 'tardis-like inside', easy to get into and out of because of the large doors and higher seats, something people with mobility issues will appreciate."

The launch of Just 4 One is the culmination of a two-year campaign by the Donaldsons for a Private Hire Licence from Gedling Borough Council. During this process they gained the support and were advised by local Labour MP, Vernon Coaker.

They refused to accept the original decision by the Council's Environmental and Planning Committee and went back again with a revised plan. This time they had the opportunity to discuss their proposal in detail and gave the Councillors the chance to inspect the smart car, which was kindly presented by smart of Nottingham's Sales Executive, Matt Barker, who was on hand to answer any technical questions they had about the vehicle.

"Having the car on site and available for inspection undoubtedly helped us get the Council backing," added Paul. "We now have a Private Hire Licence for 12 months and an opportunity to prove the merits of the one passenger service."

Just 4 One has purchased a pair of smart fortwo coupés from smart of Nottingham initially and may look to increase that number once the venture has become established. The vehicles include a micro hybrid drive version, which utilises a clever, automatic stop/start function that is activated during the engine idling phase to optimise economy and lower emissions.

smart of Nottingham's Matt Barker, said: "We are delighted to be providing cars for this exciting local venture and we are looking at working with Just 4 One within our own business. From an environmental and operating cost perspective, the smart is absolutely perfect for an urban taxi service. It is safe, comfortable and reliable and has been used in several other locations around the country for the same purpose."

Gordon concluded: "The current economic climate is perfect for the launch as individuals and businesses look to make savings on travel. This service is a new dimension to taxi travel but it certainly does not herald the end of conventional taxis which will always be required. However, it does give the single traveller a choice."

To experience the Just 4 One service, please call 0115 940 4111.