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As someone who lives in a city that has both “American” buses and “European” buses I can clearly say that the mentality behind both comes from different cultures.
The US is car-centric. Taking the bus is just to “shovel you somewhere.” They’re not meant to give you an enjoyable ride and city councils don’t want to pay. They’re cheaper, louder, less fuel efficient, etc. Think NYC metro trams.
On the other hand, the culture around EU transit is that it’s a more integrated part of society. It isn’t about “shoveling you to work” its about having a legitimate, almost first class transit experience. EU buses cost more because the seats are comfier, they have modern tech and they don’t make as much noise as their US counterparts when hitting potholes. Google the interiors of EU buses.
The only bus that blends both is the NovaBus that is built in Québec. High quality buses that have a decent, quiet ride while also conforming to american standards.