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Challenger announces impending release of new bus models in defining year

A whirlwind 2023 has established Challenger’s name in the local bus industry. Now, two new models and an injection of experience is set to push the brand to new heights

Just a few years ago, the name Challenger Bus & Coach wouldn’t have rung too many bells in the national bus and coach industry. Since 2017, when founder Greg Sloan turned from operating buses to building them, Challenger has quickly made a name for itself in the Australian market as a trusted brand.

Challenger’s growth took an upwards spike in 2023 as the business solidified its position in the market through its frontline buses.

“Last year was a big growth year for Challenger, led by our V10 and V12 models,” Challenger Victorian sales manager Dan Campbell told ABC.

“We’ve seen repeat orders from loyal customers and we’ve entered new markets by supplying V/Line and private school vehicles.”

Whether it be toilet-equipped coaches or models with wheelchair lifts, Challenger expanded its range and capabilities in 2023, adding more and more options to the V10 and V12 models as the year went on. This reflects the brand’s focus on flexibility, which has allowed Challenger to increase its sales and brand reputation among Australian operators.

The Challenger philosophy of building a bus the way a bus should be includes a focus on Australian designs, forging a reputation for building purpose-built vehicles for the local market.

This local concentration gave Challenger a number of highlights in 2023, including supplying two new
V/Line coaches to the Whitmore Group in Castlemaine and fulfilling repeat orders for Pinnacle Tours in Western Australia.

“Our message really seems to be registering with the operators,” Campbell says.

“We had a wonderful year of business, with the team also being able to travel to the factory to do strategic planning and improvements on our vehicle range.”

Despite a busy 2023, Challenger isn’t resting on its laurels. Instead, 2024 promises to be the growing brand’s best year yet as it’s set to unveil two new models to add to its stable of V10 and V12s.

The first of these two releases will be the Challenger Callibar, which is set to arrive in Australia for delivery early this year. The Callibar is a standard 28-passenger, 29-seat smaller model that can also be configured to seat 19 to provide luggage capacity. With prototypes underway, Campbell says to expect to see the innovative Challenger release in mid-February.

“This model will be incredibly exciting and one that we think will be a market leader,” he says.

“We’ve had a lot of interest for it and we can’t wait to hit the road with these vehicles and show them off to local operators.”

Challenger’s confidence isn’t unfounded – there’s a subtle reason why the brand has high hopes for the new Callibar. Unlike other vehicles of its size, the Callibar has an independent front suspension, providing a smoother ride for driver and passengers.

Backed up with Challenger’s typical quality features that has become standard in the market and Campbell believes Challenger is onto a winner with its impending latest addition.

“The independent front suspension is a main point of difference of vehicles of this size in the local sector,” he says.

“With our flexibility and personal aftersales support also in full swing, we expect this design to be a popular one.”

While working to introduce this prototype to the Australian scene, Challenger will also continue building several of its existing V10 and V12 models for confirmed orders early this year. Although both models have fast become stalwarts of the Challenger stable, Challenger is continually working with customers to remain flexible with the design, making improvements where possible.

As these two models perpetually gain interest in Australia, Campbell is excited about what the Callibar can add to the mix for the growing brand.

“It’s always been an objective of Greg (Sloan) and of Challenger’s to introduce a vehicle like the Callibar to the market,” Campbell says.

“We feel like there’s a huge space in the market for this size model and we wanted to bring something that’s of a totally different quality and comfort to the market when compared to other vehicles of its class.”

The Callibar won’t be the only vehicle yearning for the Challenger team’s interest in 2024. Although it isn’t scheduled to arrive until later in the year, Campbell is keeping one eye on the brand’s first foray into zero-emissions vehicles.

Slated to be released at the Bus Industry Confederation’s (BIC) National Bus & Coach Show in Brisbane this September, the Challenger electric low-floor model will be a historic moment in the business’ history.

“The electric low-floor model will feature all of the typical Challenger quality and flexibility aspects that people have become used to with us, but with an exciting sustainable twist,” Campbell says.

“We can see this new electric model becoming a leader of its own market for a whole new range of reasons. It’s in the development stage now, so stay tuned for more information this year. It will have some wow-factor with significant Australian componentry.”

The electric low-floor model will be a major step in Challenger’s zero-emissions journey, which already began when it transitioned its V10 and V12 buses to Euro 6 engines for this year and beyond. The electric product will then allow Challenger to be as clean as possible, providing a variety of options for operators to go to when they need new vehicles.

These two new vehicles, once on the market, will be sold by a Challenger team that continues to expand. In Western Australia, Challenger has added a new office and depot in Malaga, with new appointment Simon Hendricks joining the bus industry to run Challenger’s WA arm.

Nationally, Challenger also recently secured a coup when it announced that Barry Henderson would be joining the team as a senior sales manager.

Barry Henderson has joined the brand. Image: Challenger

“Barry brings a wealth of experience to Challenger – his main objective is to help us work with operators, develop our models and improve our market offering,” Campbell says.

“He loves the purpose-built, Australian owned and designed nature of Challenger, so his experience and quality relationships in the industry should help us deliver more vehicles this year.”

Henderson has been in the bus and coach industry for 45 years and is no stranger to Sloan. Starting as a young driver back in 1978 in Far North Queensland, he quickly evolved to working with VDI Australia, the local distributor of Yutong, gaining experience in management and sales.

“The reason why I came to Challenger is to go back to the basics of quality Australian design,” Henderson told ABC.

“I love where Challenger is heading at the moment – it’s the right direction to give Australian operators what they want and to return to the grassroots of the industry.”

Henderson has already hit the ground running at Challenger, visiting its factory to understand the quality of its vehicles. He’s particularly looking forward to the flexibility that Challenger provides operators, with this approach being ideal for the two new vehicles on the way this year.

“I want to use my experience to provide more products that suit Australian operators’ needs,” he says.

“I can’t wait to see new people come into the industry and learn about the quality of Challenger as an Australian owned and designed vehicle company.”

Campbell, much like the wider Challenger team, is excited about what Henderson and the two new models can bring for the brand this year. Challenger’s goals this year are to continue improving its presence in the market while maintaining and developing operator partnerships.

“Our aftersales network will help us with this, as it’s proven to be one of our biggest strengths as a business,” Campbell says.

On the parts side of the company, Challenger will also continue expanding its offerings through Australasian Bus & Coach Parts. In 2023, this sector grew its stock holdings, with it now prepared to hit the market with specials for popular parts this year.

“We have the best quality and prices available for these popular parts that suit a wide range of models,” Campbell says.

All of this culminates in a storm of hope for Challenger as it begins a defining year in its journey. Having planned and thought about what 2024 may hold for the brand for a long time, Campbell is simply keen to get back to work with the Challenger team.

“The V10 and V12 side will hopefully continue growing, and with the Callibar and electric model on the way, we feel like we can have an exponential growth year in 2024,” Campbell says.

“Any operators or customers should continue to visit our website at www.challengerbusandcoach.com.au to see more video and content on there, as well as for parts enquiries.”

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