swebusOUR BUSESIn order to keep cutting our fixed costs, we have continued toreduce the number of vehicles that we own ourselves. We have alsoincreased leased capacity as needed. With 65 (74) buses of its own,Swebus nevertheless remains the single largest player in the industry.All of our buses had seatbelts, alcohol interlock devices, airconditioning, toilets, free internet and power sockets for chargingcell phones and computers. Many of our buses are also equippedwith fold-down tables for passengers. All of our buses, includingSwebus airport transfer buses are environmentally certified withthe Good Environmental Choice label.Facts and key figures <strong>2012</strong>/13 2011/12Sales,SEK million 355 370Operating profit/loss, SEK million 5 –4Market share, % 45.9 50Number of passengers, millions 1,968 2.1Number of employees 214 242Number of buses 65 74Million driven kilometres 14.7 16.4New routes during the year 1 2Share of the Group's sales, % 4.9 5.2STRONG BRAND AND SATISFIEDCUSTOMERS• The Swebus brand has a high level of recognition thanks to highavailability, modern services and friendly customer service.According to the annual consumer survey, Swebus has highestrecognition, 67 percent, among bus companies in Sweden.• Swebus’ rating in this year’s customer satisfaction survey, SwedishQuality Index (SKI), was 71 (69). Buses are the mode of transportationin the Swedish Quality Index’s personal transport surveywith which customers are most satisfied, compared with train,air and taxi travel. Competent employees and the 24/7 availabilityof Swebus’ customer service are some of the success factors.• Swebus is the third best personal transport company in Swedenin terms of environmental efforts and social responsibility accordingto the brand survey carried out by Sustainable Brands.MARKET: TOUGH CONDITIONS IN A GROWING MARKETInterregional traffic services consist of buses that run accordingto a schedule on routes that cross at least one county border.Services are provided entirely on commercial terms, with competitionin the form of cheaper tickets and more flexible travelalternatives.Traffic companies have full responsibility for all aspects ofthe service, including route planning, scheduling and prices.All revenue comes directly from the sale of tickets to passengers.This requires a strong offering, with effective marketingcommunication and efficient sales channels.At the same time, competition in the long-distance travelmarket has intensified in the last few years. Low price flightscontinue to be a strong competitor to long-distance bus travel.Train operators are also launching trips on new routes and loweringprices as part of the battle over passengers. For example,on the Gothenburg–Malmö/Copenhagen route, the competitionbetween train and bus operators for passengers has beenparticularly intense. Although trains are currently still theundisputed market leaders for interregional traffic and aregrowing faster than express bus traffic, the dynamics are neverthelessexpected to increase in the market.Swebus believes that there will be weak growth in the marketfor interregional traffic for the time being. Important passengercategories for interregional traffic are primarily youth,students and pensioners. However, a growing number of travellersappreciate the competitive service of buses compared totrains and airlines, saved costs through leaving their cars athome and, not least, the environmental advantages.It is currently deemed that commuter traffic has limiteddevelopment opportunities because most of the traffic is publiclyfunded. The new Public Transport Act, which came intoeffect in <strong>2012</strong>, will to a certain extent improve opportunitiesfor commercial commuter traffic.44
swebusSWEBUS’ STRENGTHS• MARKET LEADER• BRAND RECOGNITION• EMPLOYEES• ONLINE SERVICES• PRODUCT OFFERING• SYSTEM SUPPORT• SERVICE THAT BEAR THE GOOD ENVIRON-MENTAL CHOICE L<strong>AB</strong>EL10,000 DEPARTURES PER WEEK ANDMORE THAN TWO MILLION TRIPS PERYEAR• Service to more than 150 destination in Sweden, aswell as such destinations as Oslo and Copenhagen.• Provides services in Norrland in cooperation withY-buss.• Partnership with Eurolines that takes our customersto destinations in Europe.Besides the ordinary express bus network, Swebus’own routes link up with connecting traffic, which isof great benefit to passengers because it enables themto buy their ticket for the entire journey with a singlepurchase. Swebus’ trips are also included in Resplus,which combines many of Sweden’s public transportservices in a single ticket.Swebus is the market leader in express bus traffic inSweden, with around two million trips each year toover 150 destinations in Sweden, Norway, Denmarkand Germany. The second largest player in thismarket is the Norwegian company, Nettbuss Express,with around one-fifth of the market through its twobrands, Bus4you and Gobybus. Third is Ybuss, atraffic company from the Norrland region, witharound seven percent of the market. The remainingportion is allocated among a number of small players.45
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