The move has taken lobby groups a little by surprise as such an act of cooperation and goodwill is uncommon. Speaking to an Argus reporter Caroline Cahm president of Bus Users UK said, “It is very unusual for fares to drop. The company is being brave.”

The new fares, which include special deals for parents travelling with children, will be introduced in November. This will be viewed by the Bus Company as a trial. Retaining the deals will depend on bus usage going up and fuel prices remaining steady.

City centre manager Soozie Campbell commented, “This is fantastic news and comes just in time to support the wonderful Christmas promotions that we are planning for the city centre this year. It is important that traders play their part and do all that they can to encourage their customers to use the buses more. Car parks are at maximum capacity so to increase business we need to increase use of public transport.”