2019, FirstGroup announced it would sell its UK bus operations. The only sales completed were parts of First Greater Manchester to the Go-Ahead Group and Rotala. In May 2020, FirstGroup announced it would retain its UK bus operations and sell its North American assets instead. In April 2021, FirstGroup agreed terms to sell the First Student and First Transit businesses to EQT Partners. The sale completed later in 2021. In October 2021, FirstGroup announced the sale of Greyhound Lines to FlixMobility, completing its stated strategy to focus on its leading UK public transport businesses. In October 2021, Lumo commenced operating services on the East Coast Main Line. In June 2022, FirstGroup rejected a £1.2bn takeover proposal from a US private equity bidder. In February 2023, FirstGroup announced that subject to regulatory approval, it would purchase both the bus services and bus dealer operations of Purfleet-based Ensignbus. Operations FirstGroup is Britain's largest bus operator, running more than 20% of all local bus services. A fleet of nearly 9,000 buses carries some 2.9 million passengers a day in more than 40 major towns and cities. FirstGroup also runs passenger rail services in the UK. Passenger rail franchises consist of Avanti West Coast, Great Western Railway, South Western Railway and TransPennine Express. It also runs two non-franchised open access passenger operations - Hull Trains and Lumo. FirstGroup operates tram services on the London Tramlink network carrying approximately 24 million passengers a year on behalf of Transport for London. FirstGroup owns and operates the Aircoach service in Dublin, linking Dublin Airport with the city centre, the south side of Dublin, Greystones and Bray as well as long-distance express services runs to Cork and Belfast. Corporate branding and liveries FirstGroup has always had a consistent brand and uses the First brand for most of its operations. FirstBus began to apply a standard corporate typeface to its fleet names in the late 1990s, introducing the stylized f logo depicting a road. A corporate white, pink and blue livery nicknamed "Barbie" was introduced to new buses, while further bus company acquisitions continued. Inherited bus fleets were initially left in their original colours with First fleet names, with the intention that the Barbie scheme would stand for a set service quality. Later older buses received a modified "Barbie 2" livery. As part of its corporate branding, First subsequently removed all local branding for its bus services, buses simply