An attempt to win funding to create a better public transport service along the West Sussex coast is being made by the county council.
The council wants to echo the success of Crawley's bus service
It said the money would be used to create a fast and frequent bus service.
The council must also investigate whether to introduce road pricing, a requirement in submitting the bid.
Lt Col Tex Pemberton said any investigation funded through the bid would be to assess the potential benefits of a road pricing scheme.
Mr Pemberton, cabinet member for highways and transport, added that road-pricing was still just a "tool in the box which could be used if it became necessary to do so".
"We are not seeking finance to implement such a scheme but it would be foolish and negligent not to explore every opportunity to improve our lot and to be fully informed of the consequences."
Mr Pemberton said the proposals sought to achieve for the coastal towns the improvements in service and the high levels of usage seen in Crawley's Fastway service.
The new bus service would include bus priority measures at junctions and electronic up-to-the-minute timetables for passengers.
Improving the A27 trunk road at Chichester, Arundel and Worthing also remained a priority, Mr Pemberton added.