1929 - ambitions were tempered

The economic crisis following the stock market crash of October 1929 marked the end of many ambitions. Growing unemployment led to less transport and hence less revenue. The number of passengers fell from over 75 million in 1929 to less than 49.5 million in 1934. Transport was also creamed off by numerous small taxi companies. These were mostly one-person firms that charged such low fares that they competed heavily with the tram. In an attempt to get more passengers on trams and buses, passengers were encouraged to see themselves as part of a larger community and emphasize the positive impact of collective choices.