Souter goes for gold in quest for bus growth

Stagecoach is aiming to build on its Kick Start schemes with its new Goldline brand. Andrew Garnett spoke to chief executive Brian Souter about the new initiative

‘The whole Goldline concept is about extending the appeal of the bus’ Brian Souter

‘The whole Goldline concept is about extending the appeal of the bus’ Brian Souter

It was in October 2000 that Stagecoach set up a pilot Kick Start project in the group’s home town of Perth. It  introduced enhancements on route 7, connecting suburbs of Scone and Hillend with Perth’s city centre, for which traditionally there would have been no business case. This pilot saw the group double the frequency of the route, introduce low floor buses, simplify fares and put in place a comprehensive marketing strategy that included the first use by the group of its...