Avanti: Possibly the most ironic name to give the west coast train service

A train is a train and a new name and logo won’t transform a slow and dirty service. Chris Blackhurst is amused by the hype

The next time the train judders to a halt, I will remember ‘ready and fit for the future’ (Avanti)

There are times when we receive too much marketing information. When really less is more than enough. The amount of detail that has been volunteered regarding the rebranding of the train services on the West Coast Main Line is one such occasion. Next month, the Virgin trains will disappear, to be replaced by ones bearing the name “Avanti”.

We’re told, as if we did not know, that Avanti is Italian for “forward” and “let’s go”. Except in the case of the railway from London to Glasgow, and many places in-between, it further embodies “ready and fit for the future”.

As someone from the northwest of England, who still travels back and forth to visit relations, I’ve spent many hours waiting at Warrington Bank Quay, Stafford, Preston and the other stops along the line. At least those are stations that bear signs of life. All too often, the train has slowed, literally in the middle of nowhere, with only hedgerows and disinterested cows for company. And no explanation as to what we’re doing there.