I own a bus company and want to make buses more attractive for commuting to increase revenue. I’ve decided to use a dedicated lane.
Several private individuals own the roads in the city. I managed to reach an agreement with two of them, but not with the last one. Moreover, he owns the most congested sections.
What should I do?
Maksim Barbukhin
I strongly doubt that in a free market, dedicating a lane for public transport would be profitable for a road owner. It’s a different story if the private owner makes one of the lanes toll-based, and subscriptions for the right to use it are purchased by bus companies, emergency services, taxi aggregators, and simply those who need it urgently and regularly. Either way, in this case, you managed to agree on a preferential right of way, and the details are not very important.
But your routes run into a road section where traffic is denser and there is no dedicated lane—for example, it simply cannot be squeezed in here because it’s the old city and it’s too narrow. Or perhaps the owner simply has a different business model and is not inclined to adapt to your needs. In this situation, I would try this option: buy advertising along the problematic sections of the road, and there, present a request to give way to the bus. The motivational part can vary. You could appeal to social consciousness, for example: “a bus is like an ambulance for those waiting at the stop; please yield the lane so people don’t wait too long, and they will be grateful to you.” Or you could do it this way: “By yielding the lane to our company’s bus, you enter a prize draw. Every day, we raffle off valuable prizes for polite drivers.” And on the advertising screen, show footage of yesterday’s winner taken from the bus’s dashcam: here is a car with such-and-such a license plate moving to the left to give way; dear driver, you have won so-and-so, contact us to receive your prize.
Many other motivation methods can be devised, focusing not on the uncooperative monopoly owner of a specific section, but on the competitive market of the users of that section. After all, you don’t need the entire lane for yourself; it’s enough that your bus is let through. The more pleasant it is for people to do this, the more likely they are to let you pass.


