The Société de Transport de Montréal (STM) unveiled an ambitious plan for the next 10 years Thursday that includes an increase in ridership of 40 per cent and a slew of new metro, bus and tramway options for users.

Over the last four years the STM has increased its transit options by nearly 22 per cent, and in 2010 the result was a record 386 million rides by users.

But STM chairman Michel Labreque wants to see that number climb to 540 million within 10 years.

"It's an ambitious plan, but it is realistic as long as the Montreal agglomeration and the government of Quebec maintain their support of public transit," Labreque said Thursday in a speech at the Montreal Metropolitan Chamber of Commerce.

Over the next 10 years the STM wants to increase transit options by another 32 per cent and wants to permanently convert 5 per cent of drivers to public transit users.

The plan hinges on the development of the metro network and launch of a new tramway service.

With the imminent arrival of 486 new metro cars, the STM anticipates adding new stations on the blue line towards Anjou and the orange line towards Bois-Franc. The birth of the tramway on Cote-des-Neiges Boulevard and downtown should also help attract more users.

In terms of the bus network, the STM hopes to add new express buses on Pie IX and Henri-Bourassa Boulevards, add 400 new buses and create nearly 300 km of new reserved bus lanes.

Finally, the STM wants to improve the rider experience by installing more than 850 new bus shelters and a wireless Internet network on the metro.

STM fares have been consistently on the rise, but the transit corporation wants to reward regular users by creating a loyalty program and more flexible pricing plans.

On the environmental front, the STM wants all new vehicles to be electric by 2025.

"This plan represents an investment of $11.9 billion, and nearly $8 billion of that amount will be solely used for upkeep on STM assets," Labrecque said. "For this plan to be realized we are counting on the maintenance of financial contributions from the Montreal agglomeration, the Quebec government and the creation of a new recurrent revenue source dedicated solely to public transit."

The STM also launched a public consultation Thursday on the visual look of the new metro cars, and are asking the public to vote on three options at www.societyinmotion.org.