SIR Moir Lockhead, FirstGroup's chief executive, hopes to roll out the iconic Greyhound coach service throughout the UK within two years.
Aberdeen-based First is piloting the coaches on routes between London and Southampton and Portsmouth in an attempt to lure commuters out of their cars.
Greyhound coaches have a near iconic status in the United States and Canada, where they form th
e only nationwide network.
Lockhead said: "For 95 years Greyhound has been an icon of American life carrying millions of people across the US and Canada.
"Since FirstGroup took over Greyhound in 2007, we have hoped to bring this famous brand across the Atlantic and I am delighted to reveal the first authentic Greyhound coaches in the UK."
Alex Warner, Greyhound UK's managing director, added: "Market research we've conducted shows that 46 per cent of existing rail customers and 73 per cent of current coach customers would consider trying a new coach service based on the Greyhound product and service proposition."
The new services – which will be launched on 14 September – will depart from London's Victoria station and connect with ferry services to the Isle of Wight.
Rolling out Greyhound services throughout the UK would put the Scottish transport giant in direct competition with the National Express coach service and Perth-based rival Stagecoach's Megabus network.
FirstGroup's coaches will have leather seats, wireless internet access, power sockets and complimentary newspapers.
Last month, Stagecoach also expanded wireless internet availability on its services in Bedfordshire, Cambridgeshire and Wales.
Each Greyhound coach will have a name based on American songs dedicated to women, such as Sweet Caroline, Barbara Ann, Jolene and Peggy Sue.
FirstGroup bought Laidlaw International – Greyhound's parent company – for £1.9 billion. The firm began in the US in 1914.
Yesterday's launch of the Greyhound service came as drivers at FirstGroup's bus franchise in Aberdeen continued a series of strikes over pay and conditions.
