From Charging Cars to Charging Buses: Västtrafik’s Formula for Success

In our latest episode of Mobility Redefined, we spoke with Roger Vahnberg, Deputy CEO and Senior Vice President of Västtrafik, about the innovative strategies transforming public transport in Sweden. Västtrafik serves the Västra Götaland region, including Gothenburg, a city of 1.8 million residents. Their approach to electrification, sustainability, and ridership growth offers valuable insights for public transport leaders worldwide.

Here are the key takeaways from our conversation.

Electrification: A Model for Sustainable Progress

Västtrafik began its electrification journey in 2011, starting with three hybrid buses as part of a small pilot project. Over the years, they’ve scaled up through collaboration with operators, manufacturers, and universities, leading to tangible results:

• Today, one-third of all Västtrafik buses are electric.
• The aim is to electrify all city buses by 2030.

“From all these steps, gradually, we learned together with the industry, operators, and science. Now, when we tender city traffic, we require 100% electric buses,” Roger explained.

Challenges remain, particularly with regional buses, due to fewer suppliers and infrastructure constraints. However, Västtrafik is pushing forward with determination.

Innovative Campaigns to Boost Ridership

For over a decade, Västtrafik has run creative campaigns to encourage car users to try public transport. One standout initiative offers two weeks of free travel to targeted car owners in areas with good public transport coverage.

“We find that people have prejudices about public transport. They think it takes longer than it does and that cars are faster than they are. We need to make sure people try,” Roger shared.

The results speak for themselves:

• Between 30% and 50% of those who try the service continue using it a year later.

These campaigns are carefully timed to periods when people are more open to change, such as January and August/September, or when they move to a new area.

Sustainability and Ethical Standards

Västtrafik is a leader in sustainable and ethical procurement, requiring independent audits under standards like RBA or SMETA for suppliers.

“Our aim is not just to avoid violations like forced labour but also to improve working conditions. Every audit generates recommendations, which we then ensure are implemented as part of the contract,” Roger said.

This approach ensures that Västtrafik’s procurement processes make a real difference for workers in their supply chain.

Tackling Fare Evasion

Through measures like plainclothes ticket inspectors and front-door boarding policies, Västtrafik has reduced fare evasion in Gothenburg from 10% to 6%.

“Plainclothes ticketing inspectors have been the most important single measure. It’s been so much in the media that people now say, ‘I have to buy a ticket.’ This has made a big difference,” Roger explained.

Making Bold Decisions for the Greater Good

One of the more controversial yet impactful decisions Västtrafik has made is reducing tram stops to increase service speed.

“You have to be bold. People might say, ‘Don’t take away my tram stop,’ but overall, the response has been great. The result is that more people use public transport, and that’s what we want,” Roger stated.

A Vision for Growth

Looking to the future, Västtrafik aims to increase the modal share of public transport from 31% to 40% across the region. Achieving this ambitious goal involves:

• Expanding capacity with 100 new trams and longer models.
• Building new infrastructure, like the Gothenburg train tunnel, to improve connectivity.
• Streamlining routes to reduce travel times.

Congestion charging in Gothenburg

One of the standout measures discussed in the episode was Gothenburg’s successful implementation of congestion charging, a strategy introduced in 2013 to reduce traffic congestion and emissions while funding public transport infrastructure. The system employs automatic license plate cameras to charge vehicles entering or leaving the designated congestion zone, with higher fees during peak hours. “It’s a great example of the polluter pays principle,” Roger noted, highlighting how the revenue generated is reinvested into improving public transport services, such as buses and trams. While initially met with resistance, the policy has yielded significant benefits, including faster traffic flow for essential car users, reduced air pollution, and enhanced public transport funding. Gothenburg’s experience underscores how bold decisions can deliver transformative results for urban mobility.

Advice for Leaders in Public Transport

Roger emphasised that it’s not enough to make public transport attractive—you also need to make car use less convenient. Policies like congestion charges, low-emission zones, and reduced parking are crucial.

“These are hard decisions, but they are necessary for liveable, attractive cities. They reduce congestion, improve health, and generate funding for sustainable mobility,” Roger said.