Abstract
The aim of this study is to evaluate the marketing value of the possibilities of technological innovations in the bus industry. The target group comes from a very comfortable vehicle, the car, and will judge the public transport by those elements, which can be called perceptual qualities. Public transport should be as comfortable as car driving. By choosing a modular system a transport mode can be developed that consists of more modules, dependent on the required capacity. This system is called Guided Rapid Transit by the authors.