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Arriva unleashes its Yorkshire Tiger

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A month after taking control of the former Centrebus joint venture operation in Yorkshire, Arriva this week unveiled a new identity for the bulk of the business, Yorkshire Tiger. The new name and orange livery will be applied to 90 vehicles in the former Centrebus and Huddersfield Bus Company fleet. However another 32 vehicles which were part of the joint venture will retain the old-established K-Line name.

Business director Martijn Gilbert is running the Yorkshire Tiger business. He explains the separate identity, unusual for an Arriva group bus operation, reflects a different style of operation with a lower cost base and a higher percentage of contracted work than is normal in an Arriva company. Around 35 per cent of Yorkshire Tiger’s operations are commercial.

Gilbert says that the new identity, designed by Ray Stenning of Best Impressions, picks up on the orange which was part of the livery used by Centrebus. He promises increased use of social media to communicate with customers and the extension of real-time information to the entire fleet.

Yorkshire Tiger operates from depots in Leeds, Elland and Huddersfield.

www.yorkshiretiger.co.uk

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