Stagecoach Gold

Stagecoach South West Alexander Dennis Enviro400 bodied Scania N230UD at Paignton Bus Station in July 2014
Slogan	Catch a little luxury...
Parent	Stagecoach
Founded	November 2007
Service type	Luxury bus
Routes	38
Fleet	MAN 18.240/Enviro300 Alexander Dennis Enviro300 Scania K230UB/Enviro300 Scania N230UD/Enviro400 Optare Solo Optare Solo SR Alexander Dennis Enviro200 MMC Alexander Dennis Enviro400 MMC
Operator	Stagecoach Chesterfield Stagecoach East Stagecoach East Kent Stagecoach East Scotland Stagecoach Cumbria & North Lancashire Stagecoach Merseyside & South Lancashire Stagecoach Midlands Stagecoach Oxfordshire Stagecoach South Stagecoach South Wales Stagecoach South West Stagecoach West
Website	www.stagecoachgold.com

Stagecoach Gold is a luxury bus sub-brand used by various Stagecoach 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 in Oxfordshire currently runs the most Stagecoach Gold routes with nine as of February 2017. Stagecoach in Oxfordshire also owns the largest number of Stagecoach Gold branded vehicles with 61 in its fleet as of January 2017.

The Goldline brand was introduced to try and win more middle class motorists to bus services. It was initially trialled in two areas, Perth and Warwick from November 2007, both on routes which received kick-start funding from the government to help establish the routes. Stagecoach East Scotland invested £300,000 to demonstrate the idea to politicians.

Goldline routes have a luxury specification. Buses have hand stitched leather seats, metallic paint, special flooring and free WiFi. Drivers wear special uniform and there is a Goldline customer charter.

In February 2009 the service was expanded to Aldershot and in September 2009 to Cheltenham and Gloucester on route 94. At this stage the brand name changed from Goldline to Stagecoach 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 that Translink had the rights to the Goldline 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 by Scottish Citylink, where Stagecoach have a 35% shareholding, where the Glasgow to Aberdeen and Glasgow to Inverness services were designated as Citylink Gold.