It’s enough to make most city bus commuters weep — plush, high-back seats, skylights, heated shelters and laptop plug-ins.

Those are some of the little luxuries Brampton Transit is offering on its new Züm rapid transit buses, starting today.

Züm is the rebranded version of the city’s Acceleride service. Its image has been made over into one of comfort, convenience and fun.

The $285 million express service is supposed to help double the number of transit trips in Brampton, from 6-8 per cent to about 15 per cent over the next three years.

And Brampton isn’t the only Toronto-area community relying on marketing magic to spice up the dowdy image of suburban transit.

Mississauga starts rolling out its MiWay bus brand Oct. 4, a concept that will kick into high gear when the city opens its $498 million busway along Highway 403 in 2013.

Both cities are targeting an elusive market — commuters who may have two or three cars in the driveway and an outdated image of what suburban bus travel has to offer, said Prasad Rao, whose company, Rao Barrett and Welsh, helped create the Züm brand.

The Queen route will run about 29 kilometres from the Bramalea transit terminal to York University. Züm buses run every 7.5 minutes during rush hour and every 15 minutes in the off-peak.