Happy to be Proven Wrong

Of Burnley & Pendle’s newly rebranded X43 Nelson-Burnley-Rawtenstall-Manchester as “The Witch Way”, in August 2005 we asked, “will commuters take the image of an ugly old woman with a pointy hat seriously enough to leave their cars and grow the market by the extra 6% needed to repay the £40,000 premium on each Eclipse Gemini?”

We weren’t questioning the new vehicles or the use of leather on both saloon and upper deck. In fact, we weren’t questioning anything in particular, just speculating about the route’s new image. But we are happy to be proven wrong. Figures released by the former Blazefield and now Transdev subsidiary suggest that investment has contributed to an overall 16 per cent growth in passengers in the eight months to October 2005. The largest increases – of 62 per cent – occurred between points in Nelson & Burnley to/from those in Rawtenstall & Manchester. These are the passengers paying the highest fares.

Does this help confirm Blazefield as England’s premier bus company? Possibly. What it does say is that being courageous and innovative can pay off. And it says much about buyer Transdev spotting a winner.

It also sends a message that commercial operation can be both profitable and socially responsible… but can this apply everywhere? Even to Bournemouth’s Yellow Buses, now in Transdev's hands?

And we still feel that the X43's growth’s as much to do with the vehicle offer and the “feel” of the marketing, rather than that pointy black hat.