Primo Japan Co. Ltd., in cooperation with Nihon Kotsu Co. Ltd. (Nihon Kotsu), the largest operator in the Japanese taxi industry, will launch the “Proposal Taxi” service beginning November 22nd (Wed). Our “Proposal Taxi” service is available to customers who have purchased an engagement ring at one of our five participating I-PRIMO store locations within Tokyo’s 23 wards. Guided by an “expert driver” adhering to strict service standards, and traveling in comfort in a chartered taxi to a place that holds special memories, or a spot with a scenic night-view, etc., customers taking the “Proposal Taxi” can make an emotional proposal to the person they love. To register, please contact one of our participating stores.

After filling in the information requested on the special application form, the driver who will be taking care of the couple on the day will then contact the customer in advance by telephone to discuss the customer’s wishes for the “Proposal Taxi” experience. “I want to enjoy beautiful night-views from the car window”, “I want the driver to keep things cheerful in case we get nervous”, “I’d like the driver to play music on my cue with just a glance” — these are just some of the details the driver can accommodate as they develop a proposal plan with the customer. On the appointed day, the couple will be picked up in what appears to be a regular “sightseeing taxi” for a private, relaxing, comfortable journey guided by the driver to the desired destination while keeping the true purpose of the trip, the surprise proposal, a wonderful surprise to come.

Since we first launched our proposal portal site, “I-PRIMO Online Guide to Marriage Proposals”, in 2012, Primo Japan has helped many customers with their “once in a lifetime proposal”. Now, in collaboration with Nihon Kotsu, our experienced, professional “Proposal Adviser" provide a specialized training course called the “Proposal Course” to selected “expert drivers” from Nihon Kotsu. This course prepares the drivers who will guide couples on the day by offering comprehensive know-how on everything related to marriage proposals, including research findings on proposal trends, things women expect from a proposal, and also how to take men who are planning a proposal through all the points they might have trouble with, and so on. In addition, we conducted several supervised tours during the process of developing the “Proposal Taxi” service. After making a number of adjustments on both sides through this process, we were able to achieve a collaboration between two different industries.

 

In a mature domestic market, both the bridal jewelry industry and the taxi industry face pressure to create new value. Primo Japan, which offers customers both in Japan and abroad “bridal jewelry for the memory of a lifetime”, and Nihon Kotsu, which aims to bring “happiness” to customers by providing comfortable spaces to travel in, share a common pursuit of providing “Japanese-style hospitality” to customers. Through this collaboration, Primo Japan hopes to further develop “proposal culture” and contribute to development within the bridal jewelry industry through the considerable power of a proposal.

Established 89 years (since 1928), Nihon Kotsu is Japan’s largest hire-car company based on sales. With 5,424 taxis nationwide (including franchises), 1,262 hire-cars and operations management contract vehicles, and approximately 9,000 crew members, Nihon Kotsu supports public transportation in many areas. Since 2001, the company has offered their “Black Car” business-class taxi service. Through this service, they aim to provide customer satisfaction at various dedicated locations throughout Tokyo where customers will not simply “catch a cab”, but can instead select the taxi that suits their particular needs. In addition, the company continues to bring innovation to the industry through initiatives such as Japan’s first smartphone dispatch app, Tokyo’s first “Contraction Taxi” service for pregnant women who have gone into labor and need transport, and also “expert driver” services catering to the special needs of children, tourists, support and care workers, and more.