The founding of the company dates back to 1921, when Jack Craig commenced a bus operation in Campbeltown.

[6] In 2004, West Coast Motors commenced operating in Bute and Cowal, after taking over services from Stagecoach, along with depots in Dunoon and Rothesay.

In January 2008, the City Sightseeing franchise in Glasgow was purchased, followed in 2009 by the Kintyre Express ferry operation.

[13][14] On 12 June 2023, West Coast Motors took over the Tighnabruaich-Otter Ferry and the Tighnabruaich local service from Tighnabruaich Service Station, giving West Coast Motors full dominance on mainland Argyll, excluding Garelochhead Coaches in Lochgoilhead and express operators.

The remainder of First's operations in the Scottish Borders, including the depot at Galashiels, as well as outstations at Hawick, Kelso and Peebles, was sold to West Coast Motors in March 2017.

Re-branding saw the introduction of a new cream and red corporate livery, with a blue stripe along the length of the vehicle.

Some vehicles operating on key routes have since received route-specific branding, based on the corporate livery.