Greyhound: Scania Irizar coaches for UK are inspired by latest American vehicle design
America's iconic Greyhound bus brand is to debut in the UK as First Group launches a new coach network that will compete with rivals National Express and Stagecoach.
The first UK Greyhound coaches will run between London Victoria and Portsmouth and Southampton with services scheduled to launch on September 14. First says it hopes to roll-out further routes in 2010.
In the USA and Canada Greyhound offers the only countrywide network of coach services - one which has featured in films and songs for nearly a century. Greyhound UK will offer fares starting from £1, plus 50p booking fee, available online from greyhounduk.com.
The Greyhound UK coaches will have leather seating, free wi-fi, power sockets, air-conditioning and complimentary newspapers. First says the Scania Irizar coaches will have up to 20% more legroom than rivals' vehicles while traffic light displays on the coach dashboards will inform drivers how well they are driving their vehicle.
All Greyhound UK coaches will be named after women from popular American songs such as Sweet Caroline, Barbara Ann, Jolene and Peggy Sue.
First's decision to create a new coach network follows the launch of Stagecoach's Megabus routes in Britain 2003 to compete with established coach operator National Express. Greyhound, which First acquired in 2007, also competes with Megabus for passengers in North America. First says the new UK Greyhound routes will offer faster journey times than existing coaches between London and the south coast. They will also go head-to-head with the Stagecoach-owned South West Trains franchise which provides rail services between London and Southampton.
Sir Moir Lockhead, First Group chief executive, said: "For 95 years Greyhound has been an icon of American life carrying millions of people across the USA and Canada. Since First Group took over Greyhound in 2007, we have hoped to bring this famous brand across the Atlantic and I am absolutely delighted to reveal the first authentic Greyhound coaches in the UK.
"Our services will be more attractive than rival bus and train options, but we also believe that Greyhound UK's growth will come from persuading more people to leave their cars at home and opt instead for our coaches. By providing these services at an unbeatable price, and doing so with the carbon footprint around 23% of journeys by private car, we think we will really make an impact on how people will travel in the future."
Greyhound UK is headed up by managing director Alex Warner, who was train operator Midland Mainline's customer services director before joining First as UK bus business director in February 2008. He said: "On September 14th we will launch with an hourly service each way between London and Portsmouth and London and Southampton. These services will be provided with convenient kerb-side pick ups at a number of locations in both south coast cities with all services in London arriving and departing from Bulleid Way, Victoria railway station, London."
Warner added: "Greyhound services will also integrate with ferry services to and from the Isle of Wight. All services will be non-stop between the two cities, taking under two hours and providing a journey time advantage up to 40% over other coach operators whose services typically stop a number of times at intermediate locations including Heathrow."
Greyhound UK's branding is based on the recently introduced new brand identity in the US. Working with First brand manager Avril Gill, creative communications agency Lawrence and Pierce developed this identity to suit the UK market. As well as adapting the brand guidelines, the agency focused on the livery and interior specification, where the style of the UK coaches is significantly different to those in the US. Physical issues with the size and structure needed to be overcome without diluting the look.
A multimedia advertising campaign will target a young, technologically savvy demographic with online advertising complemented by more traditional print and field marketing activities. First believes the Greyhound coaches will be used by the large student populations in the cities served along with commuters, day trippers and those attending sporting and other entertainment events.
(Source: Transport Briefing)
