I don't think the marketing spend is the problem here. It's spit in a bucket compared to other costs. Doesn't help, sure, but equally if no-one had put any effort in on attracting people on to buses, then that would have been a much bigger sign of giving up. I would suspect that Martijn Gilbert didn't make all of those moves without the support of Group leadership, with costed budgets - and probably the changes in leadership combined with the continued pressure on bus operating costs leads to the current position.
Many of the projects intended to support bus travel in the north east appear to be on hold - there's not been much sign of the Transforming Cities funding out and about, and I can't see anyone here showing how GNE are squandering BSIP funding. There's still no certainty on this mythical £2 bus fare, so presumably that funding is also not secure. So no real surprise to see a company retrenching in the face of huge cost increases and no certainty on future revenue or funding, be that from Nexus, local authorities, or central government.
The interdecks I think are somewhat unrelated - after all, they came off the X90 in Oxford, so it was more about GNE getting some basically-free cost-neutral use of an asset. It's not like they were anywhere near end-of-life but I'm guessing they were probably more challenging for GNE to maintain, and not necessarily as effective / efficient on the X9 / X10 route.
On that engineers' strike, if the engineers get more than the drivers, then the drivers will be in uproar. They've done really well to get a 10% deal, to be fair, though I reckon 10% probably doesn't cover the costs piling up in peoples' lives. You can see why the offer was rejected even if it was reasonable.
GNE made a loss of over half a million pounds in the 2020-21 financial year
Substantially better than the £5.2 million loss the previous year (19-20), and in light of a lost £628,000 on terminated contracts during COVID, and during a year where £25 million was invested in electric buses, it could have been a lot worse. But you're quite right to flag that this is probably going to look a lot worse when the 21-22 accounts come out.
Talk of a sale seems a bit premature, I reckon they'll try and keep the network intact and weather the storm through this restructure. Already got shot of a depot or two over the last few years, so I guess now it's about reducing management overhead in light of the reduced operation.
If you're advocating that Arriva North East is the way to run a business, we may have to disagree
My thoughts exactly! Not investing in fleet, including liveries, interiors, and marketing is a sure-fire way to show your customers you don't give them any thought. That's not to say quality of operation isn't important - as Stagecoach demonstrate, it's crucial - but marketing and livery isn't "wasted spend" if you want to try and increase the number of people using your product.