Marcelo Fonseca, a seasoned cab driver with over three decades of experience, will showcase his short documentary this Sunday entitled ‘Taken For A Ride: How San Francisco Backstabbed a Generation of Cab Drivers.’
The film will be screened at 1 p.m. at the Vogue Theater located at 3290 Sacramento Street and is also available for online streaming.
Fonseca’s journey in the cab industry began in 1989 when he memorized the streets of San Francisco, striving for both a stable income and social interaction. After a 15-year waitlist, he finally obtained his medallion in 2009, just prior to significant changes within the cab industry that would drastically affect drivers’ livelihoods.
“I was probably the very best cab driver you could get out there. I understood my job. I took pride in it. I did it well,” Fonseca reflected on his experience.
Despite his dedication, he notes the lack of respect for the profession, especially following the introduction of Uber and Lyft to San Francisco, which led to the downfall of the cab industry.
The San Francisco Municipal Transportation Agency (SFMTA) shifted its medallion distribution process in 2010 by establishing a Medallion Sales Program that charged $250,000 for each medallion going forward, effectively locking many drivers into crippling debts from overvalued medallion purchases.
Fonseca, who had waited 15 years for his medallion, was grandfathered out of this payment system. Initial earnings from cab driving allowed drivers to cover their medallion costs and anticipate future value increases. However, after rideshare companies emerged, the landscape for cab drivers quickly deteriorated, leading to financial anguish.
“We have been ignored all those years, when Uber and Lyft came to the scene,” Fonseca stated, expressing his determination to draw attention to the struggles faced by many drivers.
In creating the documentary, he collaborated with fellow cab drivers burdened by loans taken out for their medallions. Through their stories, they make a heartfelt appeal to the SFMTA to consider buying back the medallions, a move that has previously generated significant revenue for the department.
The situation is urgent, as the SFMTA is projecting a $300 million deficit in their budget by 2026, which raises questions about the sustainability of the medallion program.
Fonseca’s cab driving career began in an unconventional way: he initially worked as a pizza delivery driver, gradually learning route navigation to enhance his skills. A cab driver he met at the pizza restaurant encouraged him to switch to taxi driving for greater comfort and financial reward.
Starting at the age of 28, Fonseca has delivered countless rides across San Francisco over the years. At 64, he is currently off the road due to health issues but remains hopeful about returning to work once cleared.
Over the past six years, Fonseca has dedicated himself to the documentary’s production, aiming to galvanize City Hall’s attention regarding the plight of cab drivers.
“To be honest with you, I could walk away from the taxi industry tomorrow, I could return my medallion to the MTA, but I’d like to leave the industry with dignity,” he emphasized, underscoring the emotional toll that the industry’s decline has taken on cab drivers like himself.
With many facing similar struggles, Fonseca expresses a deep desire not to exit the industry feeling stripped of dignity, pride, and financial security.
His documentary serves as a platform to voice these concerns, advocating for systemic change in a profession that has been undervalued for far too long.
For those interested in following Fonseca’s journey, attend the screening of ‘Taken For A Ride: How San Francisco Backstabbed a Generation of Cab Drivers’ this Sunday, June 1 at the Vogue Theater or stream it online.
image source from：https://missionlocal.org/2025/05/sfdocfest-taxi-drivers-taken-for-a-ride/
