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Provincial was renamed People's Provincial when the Provincial National Bus Company sector was privatised in 1987.
People's Provincial was purchased by FirstBus in 1995, at which point, the company was renamed simply Provincial. In 1996, the recently acquired Portsmouth Transit operations were merged with Provincial, retaining the latters name.
In 1997, the First logo became more prominent. Later repaints featured the First logo and region name in corporate colours. In 1999, First Provincial merged with First Southampton to create First Hampshire. In 2003, First Hampshire merged with part of Southern National which created the present First Hampshire & Dorset. It was around this time region names stopped featuring on buses, thus marking the end of the Provincial name.
With the introduction of the new nationwide livery in 2012, regional fleetnames made a return.