New Taxi Services Commissioner Graeme Samuel has encouraged the public to reject the convention of always using the cab at the front of the rank and instead pick the vehicle that pleases them, as a message to drivers who do not provide a high standard of service.
''I think customers have never understood they can go to a taxi rank and pick whatever taxi they want,'' Mr Samuel told 774 ABC radio on Tuesday.
''What it's saying is, 'I'm the consumer, I don't like the quality of the cab that you're offering'.''
Fairfax Media on Tuesday revealed details of Mr Samuel's vision for an improved taxi industry, including different coloured cabs, new apps for booking and payment, and new fare structures.
But former premier Jeff Kennett poured scorn on Mr Samuel's proposals, saying he had ''never heard so much rubbish''.