Oxford Bus Group rebrands as Go Thames Valley after regional expansion

Oxford Bus Group has been renamed Go Thames Valley, reflecting the company’s growth across Oxfordshire, Buckinghamshire, Berkshire, Gloucestershire and the Cotswolds.

Oxford Bus Group has been renamed Go Thames Valley as its parent company looks to reflect the growing reach of its bus, coach and sightseeing businesses.

The new umbrella name covers Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford.

Go Thames Valley says the new identity better reflects a network that now spans Oxfordshire, Buckinghamshire, Berkshire, Gloucestershire, the Cotswolds and beyond.

For passengers, the main local brands will remain. Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford will continue using their established names, websites, email addresses and social media channels.

Why has the name changed?

The group says the Oxford Bus Group name no longer fully reflects the size and geography of the business.

While Oxford remains a central part of the operation, recent growth means the group now covers a much wider area, with services across the Thames Valley, Buckinghamshire, Berkshire, Gloucestershire and the Cotswolds.

The new name has been inspired by the River Thames, which flows through the counties served by the group’s businesses.

The rebrand has also been introduced ahead of expected local government reorganisation, which is due to replace two-tier council areas with new single-tier unitary authorities in parts of England. The group says the change will make it easier for councils, partners and other stakeholders to understand the wider organisation as transport responsibilities evolve.

What does this mean for passengers?

For most passengers, day-to-day travel will not change because of the rebrand.

People using Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches or City Sightseeing Oxford should continue to use the same brand names and customer channels they already know.

That means existing route information, operator websites, social media channels, customer service routes and local bus branding will continue under the individual businesses.

The new Go Thames Valley name sits above those brands as a group identity rather than replacing them on the ground.

Operating company	Main role	What happens to the brand?
Oxford Bus Company	Local bus, Park & Ride and coach services in and around Oxfordshire.	Brand continues.
Thames Travel	Bus services across South Oxfordshire and the Thames Valley.	Brand continues.
Carousel Buses	Bus services across Buckinghamshire and surrounding areas.	Brand continues.
Pulhams	Bus and coach services across Gloucestershire and the Cotswolds.	Brand continues.
Pearces Coaches	Coach services including private hire, school and contract work.	Brand continues.
City Sightseeing Oxford	Open-top sightseeing tours in Oxford.	Brand continues.

A wider regional network

Go Thames Valley now employs about 1,300 people and has a fleet of around 540 vehicles, including 132 electric vehicles.

The scale of the group has changed significantly in recent years.

Go-Ahead bought Pulhams in June 2023, expanding its reach into the Cotswolds and Gloucestershire. Pearces Coaches joined Go-Ahead in March 2025, adding another established Oxfordshire coach operator to the group.

Carousel Buses has also grown its network in Buckinghamshire, including stepping in to replace a number of services following Arriva’s depot closures in High Wycombe and Aylesbury.

The group says the Go Thames Valley name is intended to give greater clarity as it plans future services and works with councils, businesses, schools, universities and community organisations across a wider area.

Managing director says change reflects growth

Luke Marion, Managing Director of Go Thames Valley, said the new name better represents the business as it operates today.

He said: “The new name for our group of companies better reflects who we are as a business, our market position and where we are going.

“This will provide greater clarity and longevity for us as we continue to develop our network and adjust to local government reorganisation.

“Go Thames Valley ensures we are ready for devolution and more relevant to the communities we serve, while future planning and fuelling continued local growth.

“We want to make it as easy as possible for stakeholders to navigate the changes associated with local government restructure and believe this step will allow us to do just that.

“While each of our companies has its own history, identity and local connections, they share a common purpose: delivering safe, reliable and welcoming sustainable transport that supports our communities.

“Our parent company remains Go-Ahead Group and as part of the group’s network of operating companies we are all committed to creating a transport network that is accessible, sustainable and built around the needs of our customers.”

Why the rebrand matters locally

The change is not just cosmetic. It reflects how bus and coach operations in Oxfordshire and neighbouring counties have become more connected.

Passengers may still think of individual operators locally, such as Oxford Bus Company in Oxford, Thames Travel in South Oxfordshire, Carousel in High Wycombe and Pulhams in the Cotswolds.

Behind those local names, Go Thames Valley is now a larger regional group with shared management, shared investment priorities and a wider network of buses, coaches and sightseeing services.

That matters because public transport planning increasingly involves cross-boundary routes, airport coach links, university and school transport, park and ride, rural services, electric fleet investment and work with several local authorities.

The group says the new name will help it present a clearer identity to partners while keeping the familiar local brands passengers use every day.

What customers should do

Customers do not need to change how they check routes, buy tickets or contact their usual operator because of the rebrand.

Those travelling on Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches or City Sightseeing Oxford should continue using the relevant operator’s normal website, app, social media channels and customer service details.

Go Thames Valley’s website is intended as a group-level site, with information about the wider organisation, careers, partnerships and its operating companies.

More information is available at gothamesvalley.co.uk.

FAQs

What is Go Thames Valley?

Go Thames Valley is the new umbrella name for the group previously known as Oxford Bus Group. It sits above Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford.

Is Oxford Bus Company changing its name?

No. Oxford Bus Company will continue as a customer-facing local brand. The same applies to Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford.

Who owns Go Thames Valley?

Go Thames Valley is part of The Go-Ahead Group.

Why has the group been renamed?

The group says the new name better reflects its expanded network across Oxfordshire, Buckinghamshire, Berkshire, Gloucestershire, the Cotswolds and beyond, and helps prepare for changes in local government structures.

Will routes, tickets or websites change?

The announcement says each operating company will retain its existing brand, website, email and social media channels, so customers should continue using the local operator channels they already know.

How large is Go Thames Valley?

The group employs about 1,300 people and has around 540 vehicles, including 132 electric vehicles.

Which companies are included?

The main operating companies named are Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford.

Where can people find out more?

More information is available through the Go Thames Valley website.