Bus Stop Sales and King Long are ‘just getting started’ in Aus

For over three decades, King Long has been synonymous with innovation, reliability and world-class engineering.

Pushing the envelope in product design, safety and efficiency, the company’s success has branded it as one of the world’s largest bus manufacturers. In 2008, the manufacturing giant then turned its focus to Australia and continues to make its presence known.

The Australian bus and coach industry, particularly urban bus supply, has traditionally been dominated by European brands, making it hard for brands to break into. However, King Long has successfully expanded its footprint across the country to capture small operators and key national clients alike.

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“King Long has emerged as a formidable force, offering a compelling alternative to traditional players,” Bus Stop Sales director Pete White told ABC.

“The brand’s success can be attributed to consistently delivering high-quality, cost-effective and technologically advanced vehicles that are tailored to Australian conditions.”

The exclusive distributor of King Long in Australia, Bus Stop Sales, has played an instrumental role in cementing the brand’s market position. With a focus on fleet reliability, operational cost efficiency and customisation, Bus Stop Sales has  placed King Long buses with some of the largest transport operators in the country.

Originally taking over as distributor from now defunct Heavy Vehicles Australia in December 2019, White says there was a period before his acquisition where the King Long brand wasn’t moving forward.

“That is history that we have overcome, and my sights are now firmly positioned on best-case practice,” White says.

“Besides selecting the best, mainly European components, that are assembled at King Long, we have invested in people, parts and after-sales product support that provides a risk-free end to end transport offering.”

Last year in particular saw Bus Stop Sales reach new heights within the industry, achieving a milestone of 212 deliveries in 2024. The celebrations continued, with King Long approaching its 1,000th order
in Australia.

The end of the year also saw King Long take home a coveted Red Dot Award in the design concept category for pushing the boundaries of traditional bus design for its M-Combo model.

“This win demonstrates the quality and innovation that King Long consistently brings to the market,” White says.

“While the M-Combo may not yet be planned for Australian roads, the model’s design and build quality set an exciting benchmark for the future.”

One  of King Long’s most transformative initiatives in Australia was establishing the Australian Drivable Knock Down (DKD) project, enabling the local assembly of King Long buses in Australia.

“This ambitious undertaking, pending government support, is
ready to roll and represents a significant step forward in creating local jobs and enhancing the
country’s manufacturing capabilities,” White says.

“The DKD project underscores the synergy between imported expertise and local craftsmanship, providing Australian operators with buses that blend global innovation with local production benefits.”

King Long’s success is also built on its strong collaborations with key partners, namely Cummins and ZF Friedrichshafen (ZF).

Both globally renowned leaders in their fields, this collaboration has seen King Long incorporate the Cummins X11 engine into its fleet – a powerful 400hp solution designed to provide unmatched performance, fuel efficiency and reliability.

“Standard in all 12m King Long buses, the innovative engine is the highest specification available and strengthens our reputation for offering cutting-edge, high-performance components that meet operators’ expectations and adhere to the stringent Euro 6 emission standard,” White says. 

White says the X11 is unmatched for size, horsepower and efficiency.

He says the manufacturer also uses ZF brand drivetrain components to incentivise its customers further, using one of the best products on the market.

“Lower cost alternatives are undoubtedly available and would be suitable for most applications, however we want to stand out as the market leader, so we have decided to invest in the best available, aligning with our brand statement of compare and be impressed.”

Coming off the back off a record year in 2024, the manufacturing giant shows no sign of slowing down.

This year marks 20 years of King Long’s presence in Europe, and now in Australia, Bus Stop Sales and King Long have been working on actively transforming perceptions of Chinese bus brands by prioritising customer needs across all aspects of ownership.

“Traditionally, Chinese-built vehicles have faced scepticism regarding long-term reliability, aftersales support and parts availability,” White says.

“However, King Long has been addressing these concerns head-on by implementing a customer-centric approach that emphasises product quality, robust aftersales support and service excellence. 

“We are pleased King Long low floor urban buses continue to service major fleets.”

The commitment to product specification and build quality is a key element in changing perceptions. By aligning vehicle configurations with Australian operator requirements, King Long ensures its buses and coaches meet the rigorous demands of local transport network.

Every model is designed to provide the durability, safety and efficiency that fleet managers expect, reinforcing trust in the brand.

Aftersales support is another crucial factor in King Long’s growing reputation. Over many years, Bus Stop Sales has established a nationwide service network and the company’s investment in local parts warehousing and highly trained service personnel has significantly improved vehicle uptime, reducing operator concerns about downtime and availability.

“Bus Stop Sales has also invested significantly in facilities, establishing Australia’s largest dedicated bus centre, sustained by solar and battery technology,” White says.

“This state-of-the-art centre includes two superchargers that have now supported over 100 MW of public
EV charging in addition to the firm’s own ZEBs.

“This investment reinforces our commitment to the future of transport and ensures that operators have the infrastructure needed to transition to sustainable fleets.”

The brand’s commitment to reducing carbon footprints aligns seamlessly with both government mandates and the broader industry push towards environmental responsibility. With a dedicated focus on zero-emission vehicles, King Long’s innovation pipeline is set to help reshape Australia’s public transport landscape further.

“I urge government decision-makers to look beyond traditional, long-standing brands and instead focus on innovation, globally proven performance and long-term value proposition,” White says.

“While local content remains essential, our mission is centred on delivering jobs and economic benefits rather than maintaining the status quo.”

Advocating for a procurement approach that evaluates buses based on their ability to provide cost-efficient, high-performance solutions while fostering industry growth, White says he will continue to ensure that all transport solutions are considered in government fleet decisions.

“The momentum behind King Long’s growth in Australia shows no signs of slowing down,” White says.

“With an expanding national service and support network, we are poised for even greater penetration into the fleet sector.

“As the bus and coach industry navigates evolving regulatory requirements, sustainability targets and passenger expectations, King Long – driven by us at Bus Stop Sales – is positioned to lead the way.

“The brand’s success story in Australia is far from over – it’s just getting started.”