You're always gonna struggle to tempt car users onto buses, the perception of public transport in the UK is generally poor not helped by media outlets constantly sharing tales of woe, just look at what happened when Northern had the major timetable shake up a few year back, it was a PR disaster only made worse by being on strike every Saturday for several months, the current circumstances causing buses to not turn up isn't helping, two runs on an hourly service not operating with 2 hours standing round Bangor at night unsure when/if a bus will run to get you home is an experience I don't wish to repeat.
The car has much more freedoms whereas public transport feels somewhat restricted in comparison in more than one sense, for example the big one for me is passengers, in a car I have control over almost everything such as the temperature and the stereo, meanwhile whilst those coaches on the X10 may look nice, they somewhat lose their appeal when you're feeling too stuffy and being made to endure grime/MC/whatever out of somebody's phone.
Things like this makes public transport an unappealing option to many, myself included!
Reversing the decline in passenger numbers