La Crosse City Car
La Crosse, Wisonson

Maker: Universal Match Corp. St. Louis MO  (Matchcover Collector: Taxi & Cabs)

1936 ad with same phone number: "25c Per Passenger Anywhere in LaCrosse and 5c for Each Additional Passenger to Same Destination." Wisconsin Catholic Club Woman, 1936, p. 4.

City Car
Madison, Wisconsin

Maker: Universal Match Corp. Mlwaukee WI  (Ebay: Carl's Match Covers)

The Wisconsin Historical Society web site has over 30 online pictures of Madison taxicabs, including several of City Car dating back to 1933.