I think Arriva should have one or the other Max or Sapphire brands, but look after them properly.
For example, they have Sapphire vehicles running on the X3/X4 that still have out of date internal marketing from when the buses were introduced. The plug sockets never work. The next stop display screens often dont work. The next stop announcements can have different names for the same bus stop depending on which bus you get.

The industry is going to face difficult times ahead as we come out of the pandemic, and I fear more cuts will be coming. Good quality branding and on-board features can only do so much, but at least these have been proven to increase passenger numbers when done well.

Arriva are just very half-hearted, lethargic and risk averse at the best of times, sadly.