Stagecoach in Oxfordshire Gold-brandedAlexander Dennis Enviro400 MMC operating route 7 inOxford
Parent	Stagecoach
Founded	November 2007
Service type	Luxury bus
Routes	49
Fleet	Alexander Dennis Enviro300 (Integral,MAN 18.240,Scania K230UB) Alexander Dennis Enviro400 (Scania N230UD) Alexander Dennis Enviro200 MMC (Integral) Alexander Dennis Enviro400 MMC (Integral,Scania N250UD)
Operator	Stagecoach East Stagecoach East Kent Stagecoach East Scotland Stagecoach Cumbria & North Lancashire Stagecoach Merseyside & South Lancashire Stagecoach Midlands Stagecoach South Stagecoach South Wales Stagecoach South West Stagecoach West Stagecoach Yorkshire
Website	www.stagecoachgold.com

Stagecoach Gold was a luxury bus sub-brand used by variousStagecoach bus subsidiaries in the United Kingdom.

Stagecoach Gold (originally Goldline) was launched in 2007 and was designed to attract more middle-class passengers to choose bus travel as a method of transport as well as to reward passengers on some busy and popular routes.

Stagecoach West currently runs the most Stagecoach Gold routes, nine, as of August 2022.Stagecoach Midlands owns the largest number of Stagecoach Gold branded vehicles with 63 in its fleet as of August, 2023.

As part of a makeover of its UK business, work began in February 2020 on the removal of Gold branding in some cases by withdrawal of the routes or transferring services to other operators.

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The Goldline brand was introduced to try to win more middle-class motorists to bus services. The brand was initially trialled in bothPerth, usingAlexander Dennis Enviro300single-deck buses, andWarwick, usingOptare Solomidibuses, from November 2007, both on routes which received Kickstart funding from theDepartment for Transport to help establish the routes.Stagecoach East Scotland invested £300,000 to demonstrate the idea to politicians.^[1][2]

Goldline routes have a luxury specification. Buses have hand-stitched leather seats, metallic paint, special flooring and freeWiFi. Drivers wear a special uniform and there is a Goldline customer charter.^[1]

In February 2009 the service was expanded toAldershot and in September 2009 toCheltenham andGloucester on route 94. At this stage the brand name changed fromGoldline toStagecoach Gold, as well as the introduction of a new livery with brighter swoops added, as opposed to the previous gold and blue only livery. The reason behind the name change was thatTranslink had the rights to theGoldline name, using it on their Ulsterbus coach services, and Stagecoach had to pay Translink a royalty.

In 2010, the Stagecoach Gold brand was extended to services run byScottish Citylink, where Stagecoach have a 35% shareholding, where theGlasgow toAberdeen and Glasgow toInverness services were designated as Citylink Gold.^[3]

In 2015, all brand new Stagecoach Gold vehicles came equipped with USB charging facilities underneath every seat which enabled passengers to charge their mobile devices whilst on board. USB charging first became available on the Stagecoach in Oxfordshire S4 service which was upgraded to Stagecoach Gold in September 2015.

As of 2016, all brand new Stagecoach buses, including non-gold vehicles, come equipped with high back leather seats, USB charging facilities and many with free onboard Wi-Fi. Subsequently, this means that many of Stagecoach's new non-gold vehicles are now at the same specification as the Gold branded vehicles. As a result, some non-gold routes now have higher specification vehicles than many of the Gold routes as prior to 2015, Stagecoach Gold vehicles did not come equipped with USB charging facilities.

2016 also saw Stagecoach take delivery of the first Stagecoach Gold branded Alexander Dennis Enviro400 MMC and Enviro200 MMC vehicles. The liveries on the new vehicles remain the same as the previous models; however, Stagecoach have slightly modified the interior upholstery with new style leather seats that incorporate a cream-coloured headrest as well as new wood effect flooring.

As of October 2025, there were 26 Stagecoach Gold routes (including night services).

• Arriva Max
• Arriva Sapphire

Wikimedia Commons has media related toStagecoach Gold.

• Stagecoach Gold website
• Stagecoach UK Bus website

• Bus transport brands
• Luxury brands
• Stagecoach Group bus operators in England
• Stagecoach Group bus operators in Scotland
• 2007 establishments in the United Kingdom

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