FAMILY ties to Kidderminster's famous Whittle bus and coach empire are to be severed after 77 years.

Senior partner Ron Whittle, whose father and two uncles founded the firm in 1926, has, "with some sadness", announced he is selling the company to a bigger bus group.

The name of Whittle will continue and the jobs of all 100 full and part-time employees have been assured in the sale to Yorkshire-based EYMS.

Ron, who was left in charge of the firm on the death of his father in 1970, said there was no family successor in line to take over from him.

"I have been considering for some time how to secure the future of my business. I was anxious to try to make sure the business continued in some form and that my many long-serving employees were looked after.

"I am delighted that another family business, albeit much larger than mine, is to take over, especially as it has a track record of good operation and maintaining acquisitions in a recognisable form."

Ron Whittle announced the sale, due to complete on January 30, to the company's 50 full-time and 50 part-time and casual staff last week. All existing services and holiday bookings will continue as normal, he added.

His longest-serving employee, Les Holford, who has been with the company for 48 years, said he was sad to see the "Whittle family era" end but pleased for Ron.

"I don't blame him at all. It's better to sort everything out now in my opinion," said 69-year-old Mr Holford.

Kidderminster depot manager, Allan Passant, who has been with the firm for 25 years, said the Whittles had always inspired loyalty from their workers.

"My father, Gerald, worked with Ron's father in the early days and then I joined at the age of 21. I will be sad to see Ron go - he has been a very fair and good employer.

"His door is always open to people to discuss any problems, personal or professional, and he has always consulted us before making major decisions."

Mr Whittle intends to maintain his key lobbying roles with the Confederation of Passenger Transport group and within the International Road Transport Union in Geneva.

Peter Shipp, chairman and chief executive of EYMS, said he was delighted to add Whittle's to his group, which, coincidentally, was founded in the same year - 1926 - and also has a strong family base.

He has already met with employees to reassure them about his future plans.

"We will be keeping the Whittle name and identity to help us build on its reputation and customer base. It will continue as a separate subsidiary company, called Whittle Coach & Bus Ltd, and I am delighted that Ron Whittle will stay on to run the business for us for the time being."

The company, currently named WhittleCoach and WhittleHolidays, has a fleet of 49 vehicles and operates a range of holiday and excursion services, as well as running 43 local bus services and school contracts. All will continue as normal.

Good old days - with 17p wage

RON Whittle fondly recalls earning his first ever pay packet.

"I was just three-and-a-half - I picked up 3s 6d (17p) for washing down one of the buses. I'm sure I was more of a hindrance than a help!"

From those early beginnings Ron was groomed to one day take over the firm founded by his father and two uncles in 1926.

He learned a trade as an engineer before joining the family firm and learning the ropes as a driver and in the offices.

In 1970, on the death of his father, 26-year-old Ron was left in charge, assisted by his mother, Dorothy, who remains a partner at the grand age of 87.

"I think quite a few people thought the firm would sink without trace when I took over. It is nice to have proved them wrong - I am very proud we are still here and still going strong."

The business went from success to success into the 1980s but then suffered financial losses for two years on the trot, creating a crisis. "The company was in trouble but we turned things around successfully."

Ron has never been an aloof employer, continuing to drive buses when he is needed and keeping his door open for his workforce.

There have been personal rewards for Ron. He is the proud holder of an OBE, which he was given by Prince Charles to mark his services to public transport.

He has also rubbed shoulders with many of the UK's and Europe's movers-and-shakers in his transport lobbying role, among them Barbara Castle, Ken Clarke and Michael Heseltine.

But there have also been lows for the Whittle family, none more so than the trauma endured when Ron's sister Lesley was kidnapped and murdered in 1975 at the hands of Donald Neilson, dubbed the Black Panther.

Ron will continue to run the company for up to 12 months and then plans to use his experience and expertise to create a consultancy business to help small bus and coach operators, while also continuing his high-profile lobbying in Europe.