Edwards Coaches Marks 100 Years with National Express Collaboration

When your business turns 100, you want to mark the occasion with more than cake and a commemorative mug. For Edwards Coaches, the largest operator in the National Express network, the centenary year has kicked off in style with the delivery of a dual-branded Caetano Levante 3A bodied Scania K410EB6, complete with the bespoke registration NX25 BUS.

Edwards Coaches

It’s a coach, yes, but also a case study in clever brand alignment, long-term partnership and how visual identity can reinforce strategic messaging. Coming from a marketing background, I can’t help but appreciate the detail behind the design and what it signals for the next chapter of a company that’s been on the road since 1925.

A moving celebration of a century in service

The new vehicle is more than a fleet addition; it’s a symbol of how Edwards Coaches has evolved from a family-run service in the Welsh Valleys to a national player operating 116 daily services on behalf of National Express.

The Levante 3A, now one of 77 in Edwards’ fleet, will run from depots in Llantrisant, Llansamlet and Avonmouth, reinforcing the operator’s role in keeping the UK moving. But in a year like this, it’s the small touches, like the registration plate NX25 BUS, that elevate it from practical to poetic.

From a marketing perspective, it’s a masterstroke: tying together the year (2025), the network (NX) and the service mode (BUS) into a visual mnemonic that’s both memorable and meaningful.

Brand synergy: more than paint deep

For over a decade, Edwards and National Express have shared more than just scheduling software. Since 2010, the partnership has grown in both scale and visibility, culminating in Edwards becoming the largest operator in the National Express network.

The dual-branded livery seen on this new coach represents that relationship perfectly, not as a compromise, but as a collaborative design. From a branding lens, it offers consistency for the customer while celebrating the distinct identities of both operators. Not an easy balance to strike, but done here with confidence and clarity.

Edwards Coaches

The visual identity tells a story of trust, shared standards and joined-up thinking, vital in a sector where brand perception is often shaped by the condition of the coach that turns up (on time or not) at a rainy station.

Storyboard to follow: behind the build

Edwards Coaches

A storyboard detailing the development of the coach is set to be released in the coming weeks, offering insight into the design and build journey.

Expect a behind-the-scenes look at how engineering, branding, and operational requirements were brought together — a rare opportunity to showcase the thought process that goes into fleet development in the modern era.

As someone who works in marketing, I always advocate for telling the story behind the product, and this is a prime example. It's not just a coach; it’s a milestone in motion.

A centenary that looks forward, not back

As Edwards Coaches rolls into its second century, this new vehicle encapsulates what makes the business stand out: tradition paired with ambition, operational excellence backed by strong partnerships and a marketing sensibility that understands the power of presentation.

Yes, it’s just one coach. But it’s also a reminder that a well-executed collaboration, wrapped in thoughtful branding and grounded in shared goals, can be far more than the sum of its parts.

And let’s be honest: it’s also quite good-looking.