Sargeants: Hereford buses buck the trend as more changes planned

With a fall in bus use across the UK, Sargeant Brothers said since it took over the routes at the start of the year, it had seen a "steady increase in passenger numbers".

Managing director Matt Evans said this was against some "incredibly challenging operating conditions" as fuel prices reached their highest level ever and the cost of living crisis worsened.

Some of Sargeants' drivers in Hereford, from left, Galin Pehlivanov, Richard Mason, Chris Holder and Paul McNiffe. Picture: Rob Davies

But an optimistic Mr Evans said the Kington-based company, now operating nine routes in Hereford city centre, has been investing in services and plans to carry on doing so.

He said the company had, and continued to, invest in its bus fleet and technology to improve the quality of the services, in terms of both customer comfort and ease of use.

Since introducing contactless payment, it has seen half of takings migrate to cashless, with the company planning further improvements to vehicles, its network and technology later this year.

In Hereford, there are now two fully electric, zero emission, vehicles as part of a long-term evaluation programme, Mr Evans said.

Sargeants' new electirc bus at Hereford City Bus station. Picture: Sargeant Brothers

Sargeants also decided to freeze fares for 12 months as it didn't want to pass on recent operating cost rises to customers, which Mr Evans said meant the company was continuing to offer a value product.

"Fare increases at this exceedingly difficult time feels counter intuitive with regards to seeking further passenger growth within the city of Hereford and the wider county," he said.

"As a Herefordshire based business, we wanted to demonstrate our commitment to improving bus services in Herefordshire by continuing to offer an improved quality product, at an affordable price.

"We intend to continue to develop our offering and we also hope that by keeping the price a low as possible this will provide a credible alternative to car journeys in the city and wider county.

Managing director Matt Evans says Sargeants will continue to make changes in Hereford. Picture: Rob Davies

"We hope that existing customers will continue to support us and that our offering might tempt new customers onto our services."

Sargeants, based in Mill Street in Kington, stepped in when 10 routes were affected as Yeomans, based in Hereford's Old School Lane, scrapped services.

It blamed out-of-two shopping centres and places of work.

Herefordshire Council said 10 bus routes would be affected as Yeomans Travel scrapped services, with the Old School Lane-based company also blaming out-of-town shopping centres and places of work.

The company said it had been a family-owned firm in the city for more than 100 years, but passenger numbers had halved since 2019 and it needed to take action to protect its future.