Midland Red was a bus company that operated in The Midlands from 1905 until 1981. It was one of the largest English bus companies, operating over a large area between Gloucester in the south and Derbyshire in the north, and from Northampton to the Welsh border. The company also manufactured buses.
History
Origins
In 1899 the British Electric Traction (BET) company acquired the assets of the Birmingham General Omnibus Company, which had been formed three years earlier to acquire a number of horse bus operations in Birmingham. When BET ordered new buses for Birmingham the next year, they were painted red to make them stand out. In 1902 BET acquired the City of Birmingham Tramways Company, which operated horse buses as well as trams.
The Birmingham & Midland Motor Omnibus Company (BMMO) was formed by local businessmen in November 1904 to operate motor bus services in Birmingham. When the directors failed to attract sufficient investors, BET acquired control of the new company, and in 1905 transferred its local horse bus operations to it. The company also acquired a motor bus company which had started in 1903. BMMO started operations under its own name in July 1905. However, the company experienced problems with its motor buses, and in 1907 reverted all its motor bus services to horse bus operation.
In 1912 the company purchased some Tilling-Stevens petrol-electric buses. Further motor buses followed, and by June 1913 only 17 horse buses remained. The company adopted for its motor buses the red livery used by Birmingham General, and the buses carried the fleetname "Midland". They soon acquired the nickname Midland Red.
Expansion outside Birmingham
By 1912 the Birmingham Corporation Tramways had used its statutory powers to acquire the city's tramways which it did not already own, and wanted to consolidate the operation of bus and tram operations in the city. Since it was going to be difficult for BMMO to expand in the city, it reached agreement with the corporation to operate services from outside Birmingham into the city and transfer its services within the city to the corporation. The company then expanded outside Birmingham, and moved its headquarters to Bearwood in Smethwick.
During World War I, the company took over BET operations in Worcester and elsewhere, and after the war opened depots in Walsall, Coventry, Wolverhampton, Hereford, Stafford, Banbury, Bromsgrove, Shrewsbury, Nuneaton, Leamington Spa and Leicester. During the 1920s the tramways owned by BET in the Black Country were gradually replaced by Midland Red buses.
In 1930, the Great Western Railway and the London Midland & Scottish Railway together acquired 50% of the company. The few GWR bus services in the area were transferred to Midland Red.
Coach services
Midland Red started express coach services in 1921 with routes to Weston-super-Mare and Llandudno. Coach services expanded, and in 1934 Midland Red became a founder member of the Associated Motorways consortium.
Coach services were heavily reduced during World War II, but expanded again after the war. When the M1 motorway opened in 1959, Midland Red started non-stop express services between Birmingham and London, and later between Coventry and London. For the service, the company developed Britain's first high-speed motor-coach. A fleet of ten, capable of speeds of up to , were built at the company's workshops at Edgbaston. The opening of the M5 motorway enabled the operation of express services between Birmingham and Worcester.
Nationalisation
When the railways were nationalised forming in 1947 under the Transport Act 1947, Midland Red became 50% state-owned. In 1968, BET sold its UK bus interests to the government, and on 1 January 1969 the company became the largest subsidiary of the National Bus Company (NBC). The livery was later changed from a deep red to the NBC corporate poppy red.
In 1973 the garages (with the exception of Digbeth Coach Station, Bearwood and Cradley Heath) and routes within the West Midlands county were transferred to the control of the West Midlands Passenger Transport Authority, leaving Midland Red with country and local routes mainly in Derbyshire, Herefordshire, Leicestershire, Nottinghamshire, Shropshire, Staffordshire, Warwickshire and Worcestershire and express services.
Rebranding
From 1977 onwards, after extensive passenger research the company was rebranded into local area names under the Viable Network Project, something that was soon renamed as the Market Analysis Project and widely adopted throughout NBC and elsewhere in the bus industry. Each new network spawned a localised brand, as follows: