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Applying the identity Coaches Eastern Counties Freddie Wood National Bus Company NBC50

Operating under one flag: a super-bus to challenge the trains

Fifty years ago today, on 12 April 1972, new Chair Fred Wood ended NBC annual conference with a press launch to introduce the new ‘Greyhound-style’ National inter-city express coach network to the public, with the new corporate identity at its heart.

Fifty years ago today, on 12 April 1972, NBC Chair Fred Wood ended the annual General Managers’ conference with a press launch to introduce the new ‘Greyhound-style’ National inter-city express network to the public, with the new corporate identity at its heart.

FIFTY YEARS AGO TODAY… The second, and final, day of the General Manager conference started with an open forum – taking the whole morning – on “The management style of the National Bus Company”, led by eminent professor of management Roland Smith. The NBC’s senior staff had spent the previous day listening to an introduction to the organising principles for the new Central Activities Group, which saw local companies acting as contractors, providing express and coach tours under the National brand. They weren’t happy. The change meant the removal of their own company brands and fleetnames from the industry’s most prestigious services. Over the coming months they would press for a compromise.

But for now, the stage was Wood’s and he used it to set out his vision for the new National-branded inter-city coach network. In the interview below, Wood gets his points across. In fact the journalist seems to get the impression that all of the country’s coaches are about to be replaced. The references to old, traditional practices and sweeping away the traditional colours of the operating companies must have confirmed the General Managers’ worst fears about the loss of autonomy and identity for their companies. But that battle lay ahead.

Freddie Wood, NBC chair, at wheel of Eastern Counties’ RE858 – the prototype ‘white coach’, during the press launch of the National identity, express network and the ‘white coach’, Leicester, 12 April 1972. Source: NBC, The Bus Archive.

Wood gave a series of interviews in Leicester to the national newspapers and to the specialist press. Journalists were shown the prototype White Coach and National branding. This interview with Wood, by the London Evening News’ Iain Macaskill, gives an impression of the image of the industry Wood was aiming to make.

Super-bus challenges the train – Evening News, 12 April 1972. Iain Macaskill

‘Half-price’ super-bus challenges the train.

By Iain Macaskill, Evening News, 12 April 1972

Today, as rail travellers endure increasing chaos, Mr. Frederick Wood says he is in a position to make his dream come true ­ interlinked motorway express buses which will face the railways with half-price competition. They will be equal to the world-famous Greyhound Services in the United States.

Freddie Wood, NBC chair, at the press launch of the National identity, express network and the ‘white coach’, Leicester, 12 April 1972. The National symbol always points to the right – though after the launch this was changed for the nearside on veichles, to avoid it pointing backwards as shown here. Source: London Evening News, The Bus Archive.

MR. FREDERICK WOOD rarely travels by bus. As a company chairman he is accustomed to the luxuries of a highly-polished, executive-class car. 

Yet he is giving the British bus – the original motorised form of public transport – a new lease of life.

Until a year ago he had no real interest in the transport industry. He was comfortably seated behind a mahogany desk in the top executive suite of a chemical company. The idea even of riding in a bus was utterly remote.  

Not so today. His high-speed talk about the British bus Is a temptation to clamber on to the nearest one to sample its delights.

COFFERS

For this latest whizz-kid in the transport world is performing a revolution which he hopes will put the long-distance coach way out in front of both inter-city rail and air services in the popularity stakes. To start all this by the end of the year – and see it through within five years.

How can he possibly make the bus, at present the bottom of the public transport league table, a money-making machine?

It all began a year ago when Mr. Wood was summoned to see Mr. John Peyton, Minister of Transport, and asked if he would like a top job in transport. Mr Wood said ‘Yes”, became a member of the board of the National Bus Company instantly, and its chairman in January this year. And it was then that the mammoth task of filling the depleted coffers of an ailing bus industry really began.

As a “commercial and marketing man” Mr Wood, 45, found many faults. The whole structure of the NBC was “disorganised”.

COMPANIES

There was a conglomeration of companies all under the same umbrella and running multi-coloured buses in various parts of the country in their own traditional way.

In the south from Portsmouth to Margate, the Maidstone and District, Southdown, East Kent and the London Country buses were operating. Further north there were United, Midland Red and others, all of them still largely operating the same system of management which they had 30 years ago.

Now, it is all to be changed. “My first aim is to get the whole lot operating under one flag”, said Mr. Wood.

COACHES

The first step will be to have a fleet of American style inter-city Greyhound coaches competing with British Rail and air traffic. “Air traffic is out as far as transport in this country in the future is concerned because the journeys are so relatively short between major centres. And most of our fares on inter-city services will be about half of British Rail fares, with little difference in the times.”

The first prototype ‘white coach’ prepared by Norman Wilson at Lowestoft‘s Eastern Coach Works in the week before the General Managers’ Conference in Leicester. It was revealed to General Managers Conference on the forecourt their hotel on 10 April, and was shown to the press two days later. The coach is Eastern Counties’ RE858. Photo: NBC.

And, of course, the new luxury coaches, which will replace the 4000 express coaches at present operated by the multitude of regional companies will be in the new splendid white livery with the name ‘National’ in red and blue letters. Motorways will speed up the present timetables which were designed for the ordinary A class roads.

The irritation of buying two different tickets if you have to change the colour of a bus on a long journey will be dispensed with.

COUNTRY

And there will also be a more secure future for the local bus services throughout the country, which regularly come under the threat of the axe. Success on the inter-city routes will mean cash for improvements rather than cutbacks on services for the country dweller.  

As Mr. Wood enthused: “Air and rail transport are inflexible, but the bus is the most flexible and versatile form of moving people about en masse. And this is going to be the thing in the future.”  

COSTS

To prove it he quoted examples. London to Bristol in 2½ hours. Return fare £2.50. By rail the cost is £4.10 return with a single journey time of two hours.

“But don’t forget that the bus takes you from city centre to city centre, not from station to station” added Mr. Wood.

He means business. But when did you ever last look forward to having a long distance trip on a bus – even if it did cost less? That is the real battle Mr. Wood has to win.

——

There’s more to follow on the design and launch of the NBC Corporate Identity. Do you have memories of the adoption and roll-out of the NBC Corporate Identity? If so get in touch using the form on this page, or the contact page here: https://nationalbusmanual.com/contact/

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