(08 Feb 2017, 5:15 pm)Dan wrote Does this not suggest that "MAX" is being over-used, and that the brand identity has lost its original meaning (instead being used as a low-cost marketing ploy to attract passenger growth)? That's what I think, and have made clear for quite a while now.

The "Sapphire" brand has lost that 'premium' feel to it, in my opinion, too. This brand has been weakened by others being upgraded to "MAX" or "Frequenta", but encompassing the same premium features as "Sapphire". Once upon a time, you'd walk into Durham Bus Station and the "Sapphire" branded buses really stood out, as it was only service 7 which was encompassed in this brand. Now you have the 6, 7, 22, 24...

I agree completely. There is a high inconsistency of features offered on each service too. Only Sapphire has a consistent set of features across all 82 branded vehicles. Breakdown of MAX and Frequenta below:

MAX (105 vehicles):

WiFi: 105
3-pin Plug Sockets: 5
USB Sockets: 28
Next Stop Announcements: 7

Frequenta (77 vehicles):

WiFi: 29
USB Sockets: 9
Next Stop Announcements: 18

While my point could be applied to Go North East too (e.g. indiGo Washington), cases of vehicles of the same brand having less features than others is something which happens a lot less than Arriva and, to me, as a whole, dilutes the brand. I personally think that the only reason that they 'get away' with the inconsistencies is because they only seem to market the WiFi on MAX vehicles.