The company behind Oxford Bus Company has announced a major rebrand, with Oxford Bus Group now operating under the new name Go Thames Valley.
The new umbrella brand brings together several transport businesses owned by The Go-Ahead Group, including Oxford Bus Company, Thames Travel, Carousel Buses, Pulhams, Pearces Coaches and City Sightseeing Oxford.
The move reflects the group’s growing network across Oxfordshire, Buckinghamshire, Berkshire, Gloucestershire, the Cotswolds and surrounding areas.
Although the group name has changed, passengers will continue to see the familiar local brands they use, with Oxford Bus Company and other operators retaining their existing identities, websites and customer channels.
Preparing for changes to local government and transport planning
Go Thames Valley said the rebrand has been introduced partly in preparation for changes to local government structures expected across the region.
The planned move away from the current two-tier council system towards new unitary authorities and regional structures is expected to reshape how transport services are planned and managed.
The company said introducing the new name now will help provide continuity for customers and transport partners as these changes take place.
Luke Marion, Managing Director of Go Thames Valley, said the new identity better represents the group’s current role and future ambitions.
“The new name for our group of companies better reflects who we are as a business, our market position and where we are going.”
He added that the change would help the organisation remain relevant as the region adapts to local government reform and devolution.
Regional operator continues expansion
The Go Thames Valley group has expanded significantly in recent years.
Go-Ahead acquired Pulhams in 2023 and Pearces Coaches in 2025, while Carousel Buses took over a number of services in Buckinghamshire following the closure of Arriva’s local depots in 2024.
The group now employs around 1,300 people and operates a fleet of 540 vehicles, including 132 electric buses and coaches.
The new Go Thames Valley branding takes inspiration from the River Thames, which runs through many of the communities served by its operators.
The company said its focus remains on providing “safe, reliable and welcoming sustainable transport” while continuing to develop services across the region.
For Oxford passengers, the immediate change will largely be behind the scenes, with Oxford Bus Company continuing to operate under its established local name.
However, the creation of Go Thames Valley signals a more regional approach to transport as Oxfordshire and neighbouring areas prepare for major changes in how local services are governed and planned.
