The only way how Arriva haven't lost that many passengers is due to the lack of competition. There is nobody to lose passengers to, other than taxis and cars.

Until some competition comes, I can see most of Northumberland having to put up with elderly unreliable buses being refurbished. It isn't hard for a non-enthusiast to see that these buses are old. Look at the lighting, the interior, the black floors etc. To be honest, the only thing stopping me from switching to taxi or car is the free on-board WiFi, which is something else that Arriva like to scream and shout about.

Sapphire and MAX will look stupid and pointless in a few years time when Arriva take another turn and all buses have these features.