In the first of two articles, CHRISTOPHER CARTER charts Stagecoach South West’s unique development of four Gold-branded routes linking some of the more populated parts of Devon
It is 10 years since Stagecoach cofounder Sir Brian Souter — ever the innovator — invested £2million of the group’s funds in trialling leather-seated luxury buses to woo the middle classes.
Stagecoach broke the mould in November 2007 by rolling out high-specification Alexander Dennis Enviro300s in Perth and Optare Solos in Leamington Spa in an eye catching gold and dark blue Goldline livery, fitted out with hand-stitched leather coach-type seats, extra legroom, soft fabric interiors and staffed by regular drivers. A customer charter backed the promised service standards.
The then chief executive and current group chairman said the specification brought the ambience of luxury cars in an effort to de-stigmatise bus travel and freshen up the product on routes where discerning motorists might be won over.
‘This is about far more than a bus with leather seats’, he argued. ‘It is a complete package offering passengers luxury travel and unrivalled first class customer service. We believe there is significant potential to roll the Goldl…
