Ember, the Scottish operator known for running the UK’s first all-electric intercity coach routes, has launched a new coach hire service for group travel.
The company aims to address some of the most common frustrations with traditional coach hire, including unclear pricing, slow booking processes and uncertainty about vehicle arrival. Ember’s offer centres on transparency, reliability and modern electric vehicles.
Every hire is operated using Ember’s fully electric fleet. The coaches provide a zero-emissions journey and a noticeably quieter ride compared with diesel alternatives. On board, passengers have access to free 5G Wi-Fi, USB charging at each seat and extra legroom as standard.
Straightforward Pricing
Ember has introduced a simple pricing model intended to remove hidden fees and unclear quotations. Each journey includes a 300 GBP base fee to cover positioning of the coach, followed by:
- 60 GBP per hour for driving or boarding
- 20 GBP per hour for waiting time
The company offers example costs to illustrate how this works in practice. A short school sports trip around an hour away comes in at approximately 510 GBP. A distillery tour with flexible timing is estimated at around 780 GBP, while a multi-day trip to the Highlands is listed at 2,460. GBP
Live Tracking
A key feature of the new service is real-time vehicle tracking. Once a booking is confirmed, customers can follow the coach’s location from the moment it sets off to the final drop-off point. This removes the typical uncertainty about when the vehicle will arrive and allows organisers to coordinate groups with greater confidence.
Flexible Bookings
Ember allows customers to reserve transport even if not all details are finalised. The company promotes a generous refund policy to accommodate changing plans. Its drivers are also encouraged to be approachable and ready to help with tasks such as handling bags or adapting to last-minute adjustments.
The coach hire operation is supported by Ember’s network of drivers and electric vehicles across Scotland. The company positions its new service as “coach hire, but better.” It combines modern technology, clear pricing and electric transport to update an industry that has traditionally lagged behind in digital tools and customer experience.
With this launch, Ember is extending its mission to make sustainable travel more accessible, offering groups a way to hire transport that is both environmentally responsible and straightforward to arrange.
