Its bus runs on compressed biomethane (CBM), produced from cow manure – so the record attempting bus has been wrapped in a Friesian cow graphic.
For the record attempt, this standard service bus – code named Bus hound in homage to Bloodhound SSC which is aiming for 1,000mph – has had its speed limiter removed and is aiming to reach 80mph – which will qualify it as the world's fastest service bus.
"We are really pleased with the support the project has received," says Martijn Gilbert, CEO of Reading Buses.
"With Millbrook's close links to the testing and development of low carbon vehicles and alternative fuels, and its secure test tracks, it was the obvious partner for us on this project," he adds.
However, Gilbert explains that the real purpose of 'projectvroom' is to challenge the perceptions of bus travel, demonstrate the credibility of biomethane "and promote science, technology and innovation in the bus and coach industry".