Greyhound's first two routes will run between London and Southampton and London and Portsmouth, with fares ranging from £1 up to around £12 with a 50p booking fee. Tickets will go on sale from the website www.greyhounduk.com.
The buses will offer travellers free wi-fi, power sockets, air-conditioning and extra leg room. The first services will begin on 14 September, and each of the coaches named after famous US pop songs with women's names in the title, such as 'Sweet Caroline', 'Mrs Robinson' and 'Barbara Ann'.
'Our services will be more attractive than rival bus and train options, but we also believe that Greyhound UK's growth will come from persuading more people to leave their cars at home and opt instead for our coaches,' said Sir Moir Lockhead, chief executive at FirstGroup.
A brand campaign, by Start Creative, focuses on drivers, rather than existing bus users, in an attempt to convince them bus travel is easier.
Press activity begins today with a campaign in the Evening Standard, featuring the strapline 'The Greyhound has landed'. A full press, outdoor and digital campaign will roll out on 14 September.
The company said it will not position itself as a budget operator, like competitors' easyBus and Megabus.
The Greyhound bus, which already operates in the US and Canada, was famously used for a Wrigley's Gum TV advertisement.
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