Travelers who use the Brightline high-speed rail service will soon see a new name on its trains: Virgin Trains USA.
Brightline announced Friday that it was forming a partnership with the Virgin brand, and the new branding will take over in 2019 as Virgin makes a minority investment in the company. Brightline will still be managed by its executive team.
Brightline currently operates passenger rail service in Florida between Miami, Fort Lauderdale and West Palm Beach, with plans to expand into Orlando and Tampa. The company recently announced plans to construct an intercity passenger rail system to connect Las Vegas to Southern California.
"We have had a lot of fun and success creating innovative transport businesses that shake up markets and establish loyal followings. We transformed domestic air travel with Virgin America. Tens of millions of Americans travel on the railways every day, and we have tried for over a decade to find an opportunity to provide them with that same excellent service experience," Virgin founder Sir Richard Branson said in a statement. "Brightline is at the forefront of innovation in this market, and the ideal partner for Virgin to work with to alter perceptions and traveling habits across the United States."