2023 was a massive year for the evolving entity of Challenger Bus & Coach. 2023 saw Challenger cement its place as one of the leading vehicle manufactures in the Australian bus and coach market.
“Our leading models are really starting to take their place in the local market and we have developed a strong presence,” Challenger Victorian sales manager Dan Campbell told ABC.
“We’ve seen repeat orders from loyal customers and have received multiple vehicle orders – it’s been an exciting time.”
This growth for Challenger has been off the back of its two-pronged fleet consisting of the V10 and V12 models. Both have become popular models for local operators. These models have become consistent parts of operator’s fleets, including the likes of repeat customers Whitmore Group in Victoria and Pinnacle Tours in Western Australia.
Instead of all coming in the same configuration, a key feature of Challenger’s rise in 2023 is due to the tailorable nature of its models.
It recently provided an example of this when it built a V12 stock vehicle in a 12m toilet-equipped coach that includes 50 reclining seats with fold-away tray tables, drink holders and USB chargers for passengers.
“One of our main assets is our flexibility,” Campbell says. “Anything an operator may want, we can build it!
“Both our V10 and V12 models can be built as stock-standard school buses or as luxury coaches with a premium interior and reclining seats.
“We’ve always been versatile and happy to work with customers to build whatever they want to see.”
While the V10 and V12 have become a trusted part of Challenger’s fleet, there’s a new player set to enter the market. In 2024, Challenger is set to introduce a new seven-metre model to differentiate its offerings to local operators.
The new seven-metre Challenger model will come standard with 29 seats while giving operators the famous Challenger flexibility that allows them to change this configuration if required. A major point of difference for this vehicle will be its independent front suspension alongside the usual standard Challenger inclusions and quality of build that has become associated with its products.
“We really think that this vehicle will take the market by storm in 2024,” Campbell says.
The new model, to be called the Challenger Callibar, is the brand’s new avenue to expand into another market in the bus and coach industry. Much like the well-known V10 and V12 options, the Callibar will focus on flexibility, allowing customers plenty of choice throughout the build process.
Campbell says the first few Callibars that will be out in Australia will be built to a stock-standard school bus set-up, with there being plenty of plans afterwards to begin tailoring the smaller vehicle model to certain requirements.
“The room to grow with this model is endless once it comes out on the road,” he says.
“In terms of design, we’ll be working with operators to try and fulfil their needs with this different type of vehicle.”
Campbell says there has already been plenty of interest for the Callibar generated among operators that he has spoken to. With the first prototype set to arrive in Australia in the opening months of 2024, Challenger will be quickly getting this new model out on the road to showcase its potential as a new market entrant.
“We’ll be getting these prototypes out nice and fast to allow operators to test drive and look at the Callibar in the flesh,” Campbell says.
“We expect orders to then come thick and fast so that the Callibar can supplement our already-successful V10 and V12 models.”
What to look forward to in 2024
While 2024 looks set to be an even larger year for the growing Challenger than the highly successful 2023 was, the brand won’t be getting too big for its boots.
While Campbell admits Challenger is still in the process of transitioning its V10 and V12 models to Euro 6 versions, he says the brand will remain astute and keep an eye on potentially introducing electric vehicle options in 2024.
“The market will see an increased presence from us, with a lot more vehicles on the road in 2024,” Campbell says.
“Our profile is continuing to build and the new model Callibar will only help that – we believe it’ll be the best vehicle of its size in the market.”
When the Callibar is added to the Challenger stable, Campbell says its range will “cover most bases” for local operators looking for vehicles.
In the back half of 2024, Campbell is then expecting Challenger to dip its toes in the electric sphere through the release of a low-floor zero-emissions model.
“It’s incredibly exciting – we’ve seen a huge increase over the past 12 months in our sales and we’ll be looking to replicate that again in 2024,” Campbell says.
“The most exciting part for us is that we’ve been able to maintain and provide our personal aftersales service for customers, even with more and more vehicles hitting the road.”
With more sales expected in 2024, Campbell says Challenger is preparing to expand and increase its aftersales network in Australia. He says Challenger’s website, which also showcases its growing parts side in Australasian Bus & Coach Parts, will be the home of Challenger’s emerging capabilities in 2024.
“We have plenty of information and video content available on what we can offer customers,” Campbell says.
“We’d love for people to get in touch with us if they’re interested in a test drive or having a demo with one of our vehicles at any time.”