Fair points. But First Essex (like the rest) can only do what First Bus will let them. What sort of service is the X30 exactly? I'm sure Ensign (for instance) or someone else wouldn't have had this trouble, but would they actually have run the service? I don't know. First Essex haven't got a reputation as muddle and make do, or Going-nowhere for no reason.
But this kind of 'investment' is making the problems in First worse, not making them better. If they don't invest properly in the few successful routes they have, is it any wonder the business as a whole continues to be in decline? The problem with such short term thinking is that the return on investment is extremely poor.
For example, you replace a 50 seat coach with a bus that seats just over 30 at best and then First come out and moan that there is little growth and passengers are on the decline and services are becoming less viable - it's the height of stupidity to invest in something that will actually reduce the potential revenue of the route and even risk losing some of the customers you already have.
I understand that First is not in a great place financially, but cutbacks on successful services and running said services on the cheap, will simply mean the few services that are successful will also go the way of the ones that are struggling and are facing cuts and lower passenger numbers as well and if they carry on in this pattern then the better performing business units will go the way of the poorly performing ones.
Perhaps the question is whether the First Bus model ("we're a bus operator not a coach operator") is viable for something that has pretensions (so they keep telling us) to be "a leading UK transport operator"? Perhaps in our small island you have to be prepared to be both?
First Aircoach in Ireland has raked in €11m profit in the last two years. They are doing extremely well on one route and are the market leader by far because they were out the blocks on this route way before anyone else and invested several million in it and are now reaping the dividends, another route is doing pretty well and another two are doing alright.
The fifth route is Dublin - Belfast which also for several years has been performing well, is de-regulated and they now have a competitor running at the same time from the same stop one end and at the same time the other end. Such competitor is using brand new Mercedes coaches taunting First on their coaches that they have less seats so they have more room than First for the last few months.
The competitions Mercedes are 2017 coaches at 13m with 49 seats and First 2009 coaches at 13.4m with 51 seats but fuel costs are a fair bit more. First appears to be replacing them with 12.6m 53 seat more basic vehicles. Presumably as it's a standard seat spec and length so saves a fair bit of cash, but it's hardly going to slow down the slow passenger bleed to the competition is it, more the opposite?
It's not l