Early history In 1919 William Beesley of Oxford formed a company called South Midland Motor Services and by 1924 offered excursions to London by
charabanc. This became a daily service, and by 1928 it had become a regular coach service picking up and setting down passengers en route. South Midland had competitors. By 1930, 18 companies were running a total of 58 coach services between Oxford and London every day. After the
Road Traffic Act 1930, the competitors quickly reduced to two: South Midland and Varsity Express. Varsity Express used the
A40 via
High Wycombe and
Uxbridge, South Midland ran via
Henley-on-Thames,
Maidenhead and
Slough. In 1933 the
Eastern Counties Omnibus Company acquired Varsity Express (which also ran a service between London and Eastern Counties' base at Cambridge). In 1934, the
Tilling Group (Eastern Counties' parent) moved the Oxford service of Varsity Express to a closer group company,
United Counties Omnibus. Whilst most of the services outside Oxford itself were transferred to a new company, South Midland Limited, the London services remained with COMS, which was sold in a
management buyout in January 1987. Competition appeared in 1987 when
Thames Transit, commenced operating in Oxford and started its own express service to London, branded the
Oxford Tube. ==Incidents==