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Boasting a fleet of over 100 buses, Lux Express( Lux) is a long-distance coach service provider that prides itself on incredibly high standards of service during both administration and journey. Lux was formed in Estonia in 2008, with company operations dating back as far as 1994, shortly after the company regained independence from the Soviet Union in 1991. CEO, Ingmar Roos, explains how this affected Lux’ s trajectory at the beginning, steering its focus towards international operations on long routes, and reveals more about the company’ s expansion and plans for 2026:“ The first route we started was Tallinn, Estonia to Stuttgart, Germany, which seems absurd these days! We’ re no longer focusing on those extremely long routes, but for the first 15 years the company was a partner of the Eurolines brand, a cross-operator brand for ticket distribution. Various operators from different
countries had joined together at their route networks and Lux used to be the Estonian, Latvian and Lithuanian partner. However, the emergence of the cheap airlines business model in the early 2000s, along with the continuous degradation of Eurolines’ brand strength, made this very difficult to sustain- travel to Western European destinations fell rapidly due to airlines providing a faster, more affordable alternative. The philosophy behind establishing the Lux brand was to build a bus service that goes above and beyond the conventional bus service. We wanted
▲ Ingmar Roos, CEO
I am confident that in Estonia, a tiny country in Northeastern Europe, we have done more than any other service to attract people to use the bus instead of a car
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