History

The original Black & White Motorways Ltd. was incorporated in 1928 by George Readings. He had been operating in Cheltenham as Black & White Luxury Coaches since 1926, and his business had expanded rapidly.

Early service between Cheltenham and London had by 1930 grown to a network that extended to Portsmouth, Bournemouth, Torquay, Swansea, Aberystwyth, Shrewsbury, Wolverhampton, Derby, Nottingham and Northampton. This level of growth could not be sustained without further restructuring. In 1930 George Readings decided to sell out to a major operator: The Birmingham & midland Motor Omnibus Company (Midland Red.) The price was in the region of £100,000: an amazing measure of the growth of Black & white in just four years.

Black & White Motorways Ltd went from strength to strength under the aegis of Midland Red and its partners Bristol Tramways and City of Oxford.

When Black & White in 1934 associated with Greyhound, Red & White, Royal Blue and United Counties, George Reading’s concept of linked coach services became really comprehensive. The group was named Associated Motorways.

Now in 2007 National Express markets the largely similar network – the vehicles are still basically white.

The term motorway does not relate to the M1 M40 etc. It was used to suggest fast service and being a motor alternative to railways. It was about the use of motor coaches on regular timetabled National services. Black & White remained at the hub of this National network partly because there were no motorways in the modern sense.

Cheltenham was conveniently situated for the river Severn crossing points and for this reason it was more on the road to everywhere than most towns.

Black & White kept its identity and livery until the early 70’s, even though it had been absorbed into the National Bus Company in 1969. Its role at the centre of the network quickly diminished with the building of the Severn Bridge and the fact of Birmingham now being the modern motorway hub. One of the finest provincial coach stations in Britain; Cheltenham was decommissioned as an interchange in 1984. It was demolished in the 90’s.

On 28th March 2001, Black & White Motorways Ltd was reincorporated by Evelyn & Peter Bailey; a Cheltenham couple now based in Winchester. The new company has now custody of five of the original coaches that were built between 1948 and 1969.
None of the vehicles survived intact and incorporated company is restoring them for operation.

1948 Bristol L6G, Duple HDD 654 1954 Guy Arab LUF Willowbrook NDG 172 1956 Guy Arab LUF Duple SAD 189 1962 Leyland Leopard Plaxton 6775 DD 1968 Daimler Roadliner Plaxton RDG 304 G

The coaches are in a dry environment near Andover and will probably be restored in Hampshire but it is intended that they will eventually be part of a working museum in Cheltenham. Black & white also have a responsibility for buses associated with Cheltenham. These are:
1946 G1546 JHT 122 Bristol K6A ECW H56R W/D 1965
1955 90 UHY374 Bristol KSW ECW H60 R W/D 1975
1976 G5065 MOU739R Bristol VR ECW H43/28F W/W 2000

Again it is intended that they will once again work in Cheltenham.