Why does LNER use the Azuma branding?

[Pdarsh35]

As far as I’m aware, every single LNER train is a Hitachi 80X series train so why does LNER place so much emphasis that their train is an Azuma?

I'm talking about their advertising and the fact that it says Azuma on the train departures board and in every announcement.

I suppose why not just use LNER? Using Azuma has kind of become meaningless. Avanti make little to no fuss that their new 805/7s are ‘Everos’

 

[nilvaj395]

They still run the 91's between Leeds / West Yorks and London, which are not branded as Azuma, but even despite that they do seem to place a lot of emphasis on the train type.

 

[takno]

Presumably so people know to take a cushion

 

[Steddenm]

As far as I’m aware, every single LNER train is a Hitachi 80X series train so why does LNER place so much emphasis that their train is an Azuma?

I'm talking about their advertising and the fact that it says Azuma on the train departures board and in every announcement.

I suppose why not just use LNER? Using Azuma has kind of become meaningless. Avanti make little to no fuss that their new 805/7s are ‘Everos’

The name "Azuma" was originally coined by Virgin Trains East Coast and is Japanese for "east". When LNER took over from VTEC the name stuck as it had been advertised all over the East Coast that the new 80x trains would be branded thus. The only thing LNER tweaked on the trains was the livery slightly.

Also note that LNER call them IEP - InterCity Express Program, whilst GWR call them IET - InterCity Express Train.

 

[Christmas]

The predecessors of Virgin were East Coast and National Express East Coast, both of whom had their name on every carriage. LNER trains look rather anonymous save for the dual branding on the end cars.

 

[LNW-GW Joint]

They still run the 91's between Leeds / West Yorks and London, which are not branded as Azuma, but even despite that they do seem to place a lot of emphasis on the train type.

With a small fleet of CAF 897s to come, replacing the IC225s.
We also don't know how the LNER brand will fare in the GBR setup - current TOCs may well disappear into GBR "Regions".

 

[styles]

With a small fleet of CAF 897s to come, replacing the IC225s.
We also don't know how the LNER brand will fare in the GBR setup - current TOCs may well disappear into GBR "Regions".

What region would LNER be mind? Considering they run nearly the full north south height of England (sorry Cornwall) as well as into the Highlands.

As for Azuma promotion, I thought it was originally because they thought it was something to show off. I do think it's a bit pointless now.

 

[fandroid]

I thought it was just because Branson likes a fancy name, as with Pendolinos (although, to be fair, that was simply borrowed from the manufacturers)

 

[AlterEgo]

As far as I’m aware, every single LNER train is a Hitachi 80X series train

No, they have 225 loco hauled sets too.

Avanti make little to no fuss that their new 805/7s are ‘Everos’

The train type appears on the departure boards, but they aren't front and centre because they make up a minority of the fleet, not the majority.

 

[saismee]

as with Pendolinos

Not forgetting Voyagers.

 

[Haywain]

I thought it was just because Branson likes a fancy name, as with Pendolinos (although, to be fair, that was simply borrowed from the manufacturers)

Virgin, and therefore Branson, had minimal involvement in the East Coast franchise with Stagecoaches being the major (90%) shareholder.

 

[pdeaves]

The name "Azuma" was originally coined by Virgin Trains East Coast and is Japanese for "east".

... and has the double benefit of sounding rather like 'zoomer', with connotations of speed. As marketing names go, it's quite clever.

 

[Tetchytyke]

Virgin, and therefore Branson, had minimal involvement in the East Coast franchise with Stagecoaches being the major (90%) shareholder.

True, but Virgin's branding and Virgin's attitude to branding were used in the franchise. Same as on the west coast where Virgin and Stagecoach were also joint partners, although with Virgin having more of a stake there.

To answer the OP, its just a brand name and quite a good one, so they've kept it.

 

[Haywain]

True, but Virgin's branding and Virgin's attitude to branding were used in the franchise.

I absolutely agree, just making the point that no decision making got anywhere near to Richard Branson's desk.

 

[Tetchytyke]

I absolutely agree, just making the point that no decision making got anywhere near to Richard Branson's desk.

I bet it did tbh. Virgin are, understandably, very very protective of their brand and how it is used, even where they only have a small stake or even no stake in a business using the brand. I'm sure Virgin will have been heavily involved in the branding decisions.

 

[Pdarsh35]

They still run the 91's between Leeds / West Yorks and London, which are not branded as Azuma, but even despite that they do seem to place a lot of emphasis on the train type.

Ah yes! Completely forgot about them.

 

[Mag_seven]

Also note that LNER call them IEP - InterCity Express Program, whilst GWR call them IET - InterCity Express Train.

GWR are correct as IEP ("InterCity Express Programme") refers to the DfT led programme to design, develop and implement them rather than the trains themselves.

 

[AlterEgo]

... and has the double benefit of sounding rather like 'zoomer', with connotations of speed. As marketing names go, it's quite clever.

Only because they decided to pronounce it that way, instead of the Japanese way.

 

[williamn]

For the same reason they named a pair of Class 43’s and some Mark 3’s an Intercity 125 - marketing.

 

[Haywain]

I bet it did tbh. Virgin are, understandably, very very protective of their brand and how it is used, even where they only have a small stake or even no stake in a business using the brand. I'm sure Virgin will have been heavily involved in the branding decisions.

Branson might head up Virgin but I very much doubt that much of it crosses his desk.

== Doublepost prevention - post automatically merged: 10 Dec 2025 ==

For the same reason they named a pair of Class 43’s and some Mark 3’s an Intercity 125 - marketing.

I think that name dated from long before VTEC.

 

[Ellwill]

The name "Azuma" was originally coined by Virgin Trains East Coast and is Japanese for "east".

With a small fleet of CAF 897s to come, replacing the IC225s.

Perhaps they'll brand the new fleet as "Este"?
No prizes for guessing what that means in Spanish...

 

[Class 466]

What region would LNER be mind? Considering they run nearly the full north south height of England (sorry Cornwall) as well as into the Highlands.

As for Azuma promotion, I thought it was originally because they thought it was something to show off. I do think it's a bit pointless now.

They operate on Network Rails LNE (London North Eastern) region primarily with a dash of Scotland Route

 

[35B]

Branson might head up Virgin but I very much doubt that much of it crosses his desk.

My memory is that he was at the launch - I strongly suspect that he was involved in the branding.

 

[QueensCurve]

As far as I’m aware, every single LNER train is a Hitachi 80X series train so why does LNER place so much emphasis that their train is an Azuma?

I'm talking about their advertising and the fact that it says Azuma on the train departures board and in every announcement.

I suppose why not just use LNER? Using Azuma has kind of become meaningless. Avanti make little to no fuss that their new 805/7s are ‘Everos’

Azuma is a silly Virginism. They would do well to abandon it.

 

[thomalex]

You know it will have horrendous seats and best avoided

 

[azumalover]

lner azuma is fun to say tho

 

[talldave]

Azuma is a silly Virginism. They would do well to abandon it.

SWR are doing the same with Arterio, it's simply irritating nonsense. I pray that TfL don't get the idea in their head for buses - "Welcome aboard this BYD Flammable 123 to Waffletown".

 

[AlterEgo]

Branson might head up Virgin but I very much doubt that much of it crosses his desk.

This.

Even during his time at his flagship VTWC, Virgin Group were a distant entity and Branson little more than a mascot who toured the office once every few years.

 

[nilvaj395]

My memory is that he was at the launch - I strongly suspect that he was involved in the branding.

I mean, regardless of whether or not Branson's involvement, he knows how to have ambition and a really good marketing team. Something the railways really could use sometimes. The whole teasing Eurostar with banners outside of the terminal was golden, regardless of who designed it or approved it.

 

[johntea]

It was probably initially just a short term marketing thing at the time that they just never bothered to remove, either way it'll probably vanish with GBR branding coming into play soon anyway!