It's open top services will now be called Beachcomber, the Scarborough-to-Bridlington buses have been rebranded Coaster and the town services have been renamed Scarborough Locals.
The new open-top services now called Beachcomber will see eight vehicles which are new to the company set to arrive with extra capacity and improved
Coaster runs up to every half hour between Scarborough, Filey, Bridlington and the holiday villages, and buses will soon feature free WiFi, USB power, improved seating, tables, mood lighting and next stop announcements.
The Scarborough Local colours are instantly recognisable but with a refreshed look, focussing predominantly on a yellow cream colour with a dark red rear and flowing curves featuring different shades running along the bottom.
Area director Ben Gilligan said: We are delighted to unveil our Scarborough Locals brand, showing our commitment to improving bus travel in the town and providing a dynamic and engaging look to our fleet and wider communications.
Ben Gilligan said: The investments we are making in vehicles across the fleet, and in particular with full refurbishments of eight buses for Coaster, will improve the experience for passengers travelling on our services.
Visitors can enjoy an open top bus ride along the seafront in Scarborough, or journey up to some of the towns most popular locations including Sea Life, Peasholm Park and Alpamare,
Features such as next stop announcements will give assistance to those not familiar with the route and tourists visiting the coast or travelling from holiday villages, while the new interior, lighting and seating will give a more comfortable journey.
Passengers will start to see the Scarborough Locals brand across Scarborough over the coming weeks, with the upgraded Coaster and Beachcomber coming into service shortly.
The new buses were unveiled at an event held at the Scarborough Spa, where local business leaders and partners were given an update on the companys strategy for the future.
Ben Gilligan said: The Scarborough Locals brand is an evolution of the strong traditions of the companys long history and we are proud to emphasise ourselves as a locally-run bus operator.