The trading brand Diamond consists of two legal entities; The Diamond Bus Company Limited and Central Connect Limited.
The Diamond operations span across Worcestershire and the West Midlands operating from depots at Redditch, Kidderminster, Tividale and Long Acre, Birmingham.
In times gone by the Diamond brand was made up of Black Diamond, Red Diamond and Blue Diamond however in recent times these have merged to form one trading branding - Diamond.
The Diamond Bus Company came into the Rotala Plc group with the acquisition of Go West Midlands (as it was then) in March 2008 from the Go-Ahead Group Plc. This loss making company was turned into a profit making entity within 3 months of becoming part of Rotala.
2008 saw investment in 40 brand new vehicles split between the Red and Black Diamond fleet, in order to target specific areas of operation and create a network of services. Also, during 2008, the bus business of Ludlows of Halesowen was successfully merged into the Diamond Bus Company.
The continuous objective of Rotala Plc and all of its subsidiaries is to promote themselves as quality operators with quality staff whose public image will be instantly recognisable. As part of this objective new hybrid buses have been introduced into the Diamond fleet in 2012. These vehicles now operate on Diamond's 'Signature' set of services.
In March 2013 Rotala acquired First Group Redditch & Kidderminster and added into the Diamond brand.
Central Connect Limited was created from the acquisition of Zaks Bus and Coach Services Ltd, North Birmingham Busways Ltd and Birmingham Motor Traction Ltd.
|Operations Director - Midlands & South West
|General Manager||Martin Evans|
|Operations Manager - Kidderminster||Nigel Gorman|
|Operations Manager - Redditch||Simon Hetherington|
|Operations Manager - Long Acre||Dave Reay|
|Operations Manager - Tividale||Michael Barrett|
|Geographic Area||Worcestershire and West Midlands|
|Approx Revenue1||£17.2 million|
|Approx Passenger Journeys2||13,692,006|
|Average Number of Employees1||520*|
1 For the financial year ended 30 November 2013.
2 For the financial year ended 30 November 2013. Rounded to the nearest 1 million.
3 Data as at 30 November 2013.
* Figure includes both Diamond Bus Company Ltd. and Central Connect Ltd.
Diamond Bus Company
Telephone: 0121 322 2222