As a life long rail enthusiast, a few points, ive never been on a virgin train , their ticketing system and staff attitude are poor, and expensive,a lot of trains run empty, due to high seat costs.
Pendolinos are italian designed by fiat and built by Alstom, and being a fixed formaton cant be easily adapted to fit more coaches on, there is also the length of the platforms to consider.#
First are also selling off their bus intrests bit by bit, chester and birkenhead are up for sale along with others, possibly to pay for the trains .
What First need to do is make a standard fare, no matter what time of day, get the trains full all day, not stupid book a month in advance, and travel cheaper than somebody siting in the seat next to you that bought the ticket that day.
Free parking at stations for rail users, more space on trains for bikes.