But should there be any surprise? After all, some 1980s minibus networks sustained growth of up to 25 per cent. We’ve said it before but the humble Ford Transit, Leyland Sherpa and Mercedes 608 were all probably the best thing that happened to the bus industry, in their time. And talk among Stagecoach supremos of Goldline rejuvenating the bus market is no different from managers who eulogised over the minibus revolution, 20 years ago.
The humble 1980s minibus was as much a marketing tool as a bus service. In fact, it was more about marketing. It offered managers something different. It offered passengers a step change.
And that’s exactly the same with the Goldline concept: put simply, like the older minibuses of yore, Goldline and its Café Nero-style Solo modern minibuses are sufficiently different to drive growth, even where growth might not be expected: in winning ABC1 upper socio-economic strata customers who, let’s face it, never deigned to sit on 1980s minibuses. Setting itself above the ordinary run-of-the-road bus service gives the marketers an opportunity to develop and drive home a different strategy, the results of which Stagecoach bosses call ‘phenomenal’.
Bring on the new 21st century minibus revolution. The updated revolution.
Stagecoach Goldline Warwickshire:
- Service started less than one year ago
- Uplifted this autumn from every 10 to 7½ minutes, requiring four additional vehicles, owing to growth
- Network serves ‘commuter belt’ small rural towns where, traditionally, car is seen as important
- Regular users include a small number of passengers from the A & B socio-economic groups
- Growth of 14 per cent over less than a year
- Optare Solo minibuses used, with leather trim and high-end accoutrements
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