Passengers board a MAXX-branded ''Northern Express'' operated by Northern_Busway..html" ;"title="Northern Busway, Auckland">Northern Busway.">Northern Busway, Auckland">Northern Busway.
MAXX was a public transport brand in the
Auckland Region
Auckland () is one of the sixteen regions of New Zealand, which takes its name from the eponymous urban area. The region encompasses the Auckland Metropolitan Area, smaller towns, rural areas, and the islands of the Hauraki Gulf. Containing ...
of New Zealand.
[ It was introduced in 2001.][ It included a blue livery used on some buses (rapid transit only) and trains operated for ]Auckland Transport
Auckland Transport (AT) is the council-controlled organisation (CCO) of Auckland Council responsible for transport projects and services. It was established by section 38 of the Local Government (Auckland Council) Act 2009, and operates under ...
(AT). It was also used for public information and advertising branding.[
In July 2012, Auckland Transport (which replaced ]Auckland Regional Transport Authority
The Auckland Regional Transport Authority (ARTA) was the central co-ordinating agency for transport (especially but not only public transport) in the Auckland Region of New Zealand from 2004 to 2010. In this role, ARTA provided public transport ...
in 2010) announced that it would phase out the brand, which was "weak and irrelevant" and had not achieved much public recognition, in favour of the AT Metro brand.
Naming and criticism
At launch, Auckland Regional Transport Authority
The Auckland Regional Transport Authority (ARTA) was the central co-ordinating agency for transport (especially but not only public transport) in the Auckland Region of New Zealand from 2004 to 2010. In this role, ARTA provided public transport ...
deemphasised the question of whether or not the name was an acronym:
"MAXX does stand for something. MAXX stands for comfortable and attractive facilities for commuters; fast, frequent and more reliable transport services; and comprehensive transport information. MAXX is not another acronym, but a symbol of quality."
The brand was originally intended to refer to Metropolitan Auckland XXpressways, a brand developed by Auckland-based Sanders Design / Stephenson & Turner. It featured a dark blue livery and a 'pesky cartoon pukeko
The Australasian swamphen (''Porphyrio melanotus'') is a species of swamphen (''Porphyrio'') occurring in eastern Indonesia (the Moluccas, Aru and Kai Islands), Papua New Guinea, Australia and New Zealand. In New Zealand, it is known as the pu ...
called Maxx'. As described by Brian Rudman
Brian C. Rudman is a columnist and regular editorial contributor to ''The New Zealand Herald'', New Zealand's largest daily newspaper. He has his own column, 'Rudman's City', where he mainly focuses on issues relating to Auckland (New Zealand's lar ...
, the intention to brand the whole of Auckland's public transport fleet - arrived at after years of negotiation - was undermined by the insistence of operators like Stagecoach / Infratil to use their own livery, relegating the brand to an afterthought displayed much less prominently.
Usage
Apart from some usage on trains and ferries, most buses in Auckland operated in their operators' livery and brand with small MAXX stickers near the front entrance, but Northern Express buses on the Northern Busway used the MAXX brand more prominently.
See also
* Public transport in Auckland
* AT Metro
* List of NZ railfan jargon
This is a list of jargon commonly used by railfans and railway employees in New Zealand.
B
; Blue Rattlers
: ADK class on the Auckland suburban network
; Blue Streaks
: Three NZR RM class 88 seater railcars renovated for a fast service ...
References
{{Public transport in Auckland
Rail transport in Auckland
Public transport in Auckland
