In February 1990, along with Brewers Motor Services and United Welsh Coaches, South West Transport was sold to Badgerline. All initially retained their trading names but following Badgerline merging with GRT Group in April 1995 to form FirstBus, all Welsh operations were rebranded as First Cymru.
In January 2015 two successive First Cymru bus drivers refused to accept a Scottish banknote as payment from a schoolboy, despite the note being legal tender across the UK. The schoolboy had to walk for an hour in pouring rain and freezing temperatures to get home. A First Cymru Bus spokesman said: "Scottish currency is legal tender in the UK and it should have been accepted on our buses as payment for the journey he was making. We will investigate what has happened here."