Pricing
Pricing
There was a study done by one of the Scottish universities a few years ago that surveyed car users why they don't use the bus. Fares and frequency were in the 65-70% range response. But the other thing that was only a couple of points behind was having to share the bus with other users. This is actually the elephant in the room, as is it can't be solved.
So, even if the standard 'excuses' are removed with lower fares and improved services, I don't think enough people will make the shift to public transport anyway.
Having shared buses with people with questionable hygiene and social etiquette (we've all had journeys which make us slightly nervous or glad to get off), I can see how a car is more appealing, even at £2.00 for a single.