Prior to acquisition by the Go-Ahead Group in June 2018, the company was known as East Yorkshire Motor Services.

Shortly after East Yorkshire was brought under National Bus Company ownership, the primrose band was changed to white and buses were given NBC corporate fleet names.

[5] In 1987, following the deregulation of bus services, East Yorkshire's fleet, which had since dropped to 200 vehicles and shared management with Lincolnshire Road Car, started to grow again.

The company also suffered competition from Appleby's of Conisholme in Bridlington, Hull and Scarborough, prior to the competitor's sale to the Bowen Transport Group in December 2000.

[16] In January 2004, the company proceeded with a second out-of-area acquisition, with the purchase of Whittle Coach & Bus of Kidderminster.

[23] In May 2015, East Yorkshire Motor Services was the first operator in the United Kingdom to take delivery of the MCV EvoSeti.

[30] In August 2013, FirstGroup announced that subject to regulatory approval by the Office of Fair Trading, it had agreed to purchase the bus operations of Finglands Coachways.

The sale included the lease of the company's depot in Rusholme, as well as routes, and approximately 100 members of staff – but no vehicles.

[33][34][35] Whittle Bus & Coach of Kidderminster was acquired by East Yorkshire Motor Services in January 2004.

The business operated a total of 50 vehicles at the time of purchase, running bus services in rural Shropshire and Worcestershire.

In June 2018, East Yorkshire Motor Services was acquired by the Go-Ahead Group, bringing an end to 30 years of family ownership.

[46] In January 2021, services 75 and X7, which operate between Hull and Withernsea were encompassed under the sub-brand, using refurbished MCV EvoSeti double-deck vehicles.

[52] As of May 2022, the company operates from seven bus depots across the region: Bridlington, Elloughton, Kingston upon Hull, Pocklington, Scarborough (Barry's Lane & Westwood Road) and Withernsea.

The depot's offices, built into a set of 1870s Gothic Revival houses, are Grade II listed.

[55] A new depot for Scarborough's bus services, feature charging points for a potential investment in electric buses, is to be built on Taylor Way in Eastfield, replacing both the Barry's Lane and Westwood Road sites.

[57] The fleet consists mainly of diesel-powered single and double-deck buses manufactured by Alexander Dennis and Volvo.