Passenger numbers were reasonable in the first year of the venture, but low compared to those achieved by the established services. In May 1981, it was reported that British Coachways' London-Glasgow service was carrying around 1,500 passengers per week, while the competing SBG service managed around 4,000 passengers per week over the same period. Loadings on British Coachways services were around half the capacity provided in its first year, although there was considerable variation between routes and journeys. The venture broke even but made no profit at the end of the 1980/81 financial year.
