Sapphire in Tamworth

Arriva Midlands has launched its premium Sapphire brand on Route 110 between Tamworth, Sutton Coldfield and Birmingham. The buses were officially unveiled in Tamworth’s Castle Grounds during a garden party themed gathering.

Nine ADL Enviro400s, representing more than £2m investment, have entered service on the route. The buses feature high back, ‘leather-look’ seats, additional leg room, free wi-fi, power points, audio visual facilities and CCTV. They will deliver a punctual, reliable and direct service up to every 15 minutes with a ‘no-quibble, money back guarantee’.

Regional MD for Arriva Midlands, Alex Perry, said, ‘This service will certainly offer our customers something different and we are convinced that it will tempt more people to try the bus as a result. The £2m investment is significant at a time when there continues to be economic challenges in the local economy, although we firmly believe in continuing to improve our service offering whenever and wherever we can. We will be working with our customers to gauge their feedback throughout the coming weeks and months.’