Avanti West Coast has officially taken over the running of the West Coast mainline linking London to destinations including Birmingham, Manchester, Liverpool, North Wales and Glasgow - and it is promising new and refurbished trains, better stations, and simpler fares.
The Scottish-Italian partnership run by First Group and Trenitalia has taken over from Virgin Trains, and made various promises about how it will operate going forward - from , to .
But the firm only took over the 400 mile line on Sunday morning - so what concrete changes are passengers already noticing - and are there any standout features so far as to how the service runs?
BusinessLive took one of the first ever London Euston to Liverpool Lime Street Avanti West Coast services to find out.
1. Train doors close TWO minutes before departure
Perhaps most pertinent for those who like to play fast and loose with their station arrival times - Avanti says its trains will close their doors TWO minutes before the scheduled departure time.
The service said once all doors and closed and locked, passengers must not attempt to board the train.
That's a whole 80 seconds earlier than the old Virgin Trains services - so make sure you leave plenty of time for your train.
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2. The WiFi struggled
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The service BusinessLive boarded on Sunday evening appeared to struggle with its onboard WiFi - failing to load on multiple occasions. The provider has, however, promised more reliable WiFi as part of its plans to refurbish the rolling stock.
Liverpool City Region Business News
3. These signs are everywhere
Even before the changeover on Sunday morning, the new partnership had launched an extensive marketing campaign, with its logo flaunted across many of the stations on the mainline - including London Euston, pictured above.
4. Rebranding, rebranding, rebranding
Avanti has set about rebranding everything from the ticket machines to the first class lounge - and much of that appears to have already been done.
In terms of the machines, an initial observation was that they were slightly easier to use - and furious screen bashing was kept to a minimum.
The new partnership suffered some negative press on Sunday with its rebranding, however, when its website crashed.
Those trying to access tickets that read: "The resource you are looking for might have been removed, had its name changed, or is temporarily unavailable."
5. Blank trains
A fully-liveried train bearing the franchise’s new branding with its distinctive logo may have left Euston on Monday morning as part of the official launch, but that isn't the case for all services just yet.
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Avanti is vowing to significantly improve the carriages used with a £117m refurbishment of the Pendolinos and replacing Super Voyagers with new trains.
But for now, many of them are still relatively blank - the Virgin Trains logos having been removed ahead of the launch this week.
6. There's still that mad dash for the train at Euston
Some things may never change...