[2][3] At the time, AJS Group retained the regional services between Leeds and Bridlington, Filey, Scarborough and Whitby via York and Malton.

[11][12][13] The Coastliner brand encompasses a group of regional services linking Leeds, Tadcaster and York with the towns and villages of Malton, Pickering and Thornton-le-Dale, and the coastal resorts of Scarborough and Whitby.

[14][15] In May 2018, the 840 service, which runs between Leeds and Whitby, was voted as the "most scenic bus route in Britain" in an online poll.

[21][22][23][24][25][26] As of April 2022, services are operated by a fleet of Optare Versa single-deck vehicles, branded in a yellow and purple livery.

The vehicles include free WiFi, USB charging ports, audio-visual next stop announcements and additional luggage storage.

These buses will be replaced by a fleet of 15 Mercedes-Benz Citaro hybrid electric single-deck vehicles, an order worth £4 million, which are expected to enter service by the end of 2024.

[39] The service initially ran with a fleet of five Wright Eclipse Gemini bodied Volvo B7TL double-deck vehicles.

The vehicles included free WiFi, USB and wireless charging outlets, tables, and audio-visual next stop announcements.

[citation needed] Shortly after, the route received a refreshed fleet, including the introduction of single-deck Wright Renown bodied Volvo B10BLEs and double-deck Plaxton President bodied Volvo B7TLs to the fleet, as well as the purchase of an Optare Solo SR EV minibus.

[citation needed] However, in December 2016, the 44 service was withdrawn, with Transdev stating "lots of other buses running along the route, often copying what we do [...] has made life very difficult for us".