Going Further with Motor Coach Industries

MCI gives tour groups front-seat treatment

Motor Coach Industries has a motto: “Going Further.” It may explain why the company sells more motor coaches than anyone else in North America. For companies buying coaches, “Going Further” might mean MCI’s 72-year history of producing best-selling models, its strengthened warranties, or its after-market services, including a “Fast or Free Parts Guarantee” and emergency roadside assistance.

For group travel organizers, the motto has an even more important meaning. According to MCI officials, “Going Further” is about providing outstanding quality, comfort and value to every tour planner and tour participant.

“We don’t want to be simply a motor coach manufacturer,” said Patricia Ziska, MCI’s vice president of marketing and major accounts. “We want to partner with the group travel industry to produce differentiated products that meet or exceed the often very different expectations and needs of their customers. We don’t want people to settle for any coach; we want them to ask for MCI by name when they’re planning or choosing a tour program. We can accomplish that goal by being the company that best understands the industry and where it’s headed.”

It would appear that MCI has chosen the right direction. On both its luxury flagship models, the E4500 and the J4500 (the industry’s top seller, according to National Bus Trader), passengers are treated to an impressive list of amenities. Styled by BMW Designworks USA, the coaches feature spiral staircase entryways that allow two guests to easily pass each other, tiered theater seating with scenery-sized frameless laminated windows (a standard safety feature) and no aisle steps. The comfortable reclining seats have excellent hip-to-knee room, and there is ample overhead storage, individual airflow controls and good overhead reading lights. The state-of-the-art technology in the E4500 also includes concert-hall stereo sound.

MCI is counting on the posh look, luxury amenities, hushed ride, high-tech specs and high performance of the E4500 to match anything the competition can offer. “I don’t think our reliability has ever been questioned, but, for those tour planners looking for a first-class experience all the way, with true style and elegance, the E4500 is turning heads,” said Ziska.

In addition to state-of-the-art standard safety features, this top-of-the-line coach can be equipped with a four- to sixmonitor video system, custom radio entertainment system, LCD flat-screen monitors and a wheelchair lift. The J4500, winner of a Good Design Award, and praised by drivers for its nimble handling, has many of the same top-tier amenities and safety features, earning it kudos as another modern classic. Holland America Cruises has been buying MCI coaches since 1973 for its Alaska land tours. “Since 1994, we have bought MCI exclusively,” said David Beagle, the company’s trans-portation director. “Holland America Lines went through an exhaustive evaluation process in 1999 to determine if it should continue to purchase MCI coaches.” The company decided to stick with MCI, agreeing to purchase 50 E4500s over a five-year period.” “We serve an upscale ridership on our tours,” said Beagle. “The MCI E4500 reflects their tastes.”

When MCI launched the E4500, it was the only coach with tiered front seating, a major selling point that Beagle likens to giving 12 guests front-row seats. (MCI’s J4500 also features the tiered seating.) Other major purchasing factors cited by Beagle included the coach’s ECAS electronic controlled air-ride suspension “that gives a smoother ride over Alaska’s rough roads due to its fast response time,” the disk brake system, more reliable advanced electronics, and “MCI’s commitment to make the coach better and more cost effective to operate and its commitment to the customer and making sure things are right.” Holland America operates 299 new and pre-owned MCI coaches, including some models that date back as far as 1979, a good indication of MCI’s reliability.

In addition to the E and J models, MCI has also just redesigned its D Series, the 40-foot D4000 (now known as the D4005) and the 45-foot D4500 (now called the D4505), the latter being the most-popular coach of all time, even surpassing the company’s legendary MC-9. The D Series is designed for tour and travel programs as well as such operations as intercity transit agencies. Offering a choice in seating capacity to accommodate a range of group sizes, the D Series combines durability, reliability and a new sense of style that has impressed many of MCI’s customers.

“One of the things that attracted us to the ‘new’ D model was its updated look; people recognize its modern style,” said Rick Hillard, co-owner of Tri-State Travel, a 65-year-old tour company based in Galena, Ill., that has been buying MCI coaches since 1970. “We don’t have another coach brand in the fleet.” The company currently operates more than 40 motor coaches. Hillard notes that MCI has important selling points beyond style, including quality workmanship and a wide range of services. He praised MCI for giving the D-Series improved, modernized attributes while preserving the coach’s most popular features. Both Beagle and Hillard value their equipment choices and their long-term relationship with the MCI organization, solid reasons that should resonate with tour organizers as well.

“It’s probably the relationship we’ve built up with the people at MCI over the years,” he says. “For anyone looking for style, comfort and reliability in a motor coach — wtih the assurance of having a committed partner — the scales tip in MCI’s favor. Trips Unlimited is yet another full-service travel agency that favors MCI. With a roster of more than 15,000 clients, the New Orleans-area agency knows what its customers want in a motor coach. “Our tour groups are very frank about their likes and dislikes,” said Merina Sanders, the agency’s founder.

“Safety is especially important. They like comfort, and, MCI models are comfortable and offer plenty of legroom. They also like newer-model fleets.”

Trips Unlimited charters many of its MCI coaches from sister company Louisiana Coaches, which recently purchased its first new-look D4005, outfitted with plush leather seats, off of a tradeshow floor. Louis Sanders, manager of operations for Louisiana Coaches, said the company was attracted to the coach in part by its “tuxedo” style.

“It’s happening in home furnishings and home entertainment. People want to live and travel in style, said Ziska. “At MCI, we’re committed to helping our customers meet their customers’ best expectations.”

Or, to put it another way, MCI simply goes further — something any mile-counting tour organizer should be able to appreciate. Ask for it by name the next time you’re chartering a coach.

For more information, visit www.mcicoach.com.

LEISURE GROUP TRAVEL, August 2005

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