Business: Fighting a Doggy Image

For many travelers, a bus journey of any distance is an ordeal to be avoided, a dreary succession of tacky terminals, long lines and cramped rides in coaches that are often too hot or too cold. In recent years. Greyhound Lines, intercity busing's top dog, has made a modest effort to expunge this mangy image and reinstate the bus as a prime passenger carrier. Now, under a 40-year-old president and a group of young vice presidents, some still in their 30s, the race for improvement is being speeded up.

A sense of hustle became evident last May when Gerald Trautman, chairman of...

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