Coachtraders has built up a following in Scotland for smaller coaches. Recent background changes leave it hungry to grow its existing geographic reach, while ensuring that customers old and new feel valued
Things are changing at West Lothian-based Coachtraders, but that is nothing for customers to worry about. The supplier of Paramount Conversions and UNVI products remains committed to both brands. Instead, the alterations are all behind the scenes.
Coachtraders was founded by Brian Ferguson and Gordon Robertson. Brian’s family business, minibus operator Ferguson Traveline, was involved in matters such as vehicle PDI and preparation along with spares holding for the dealership, but that is no longer the case.
“Brian left Coachtraders in late 2017 and I am now the sole director,” says Gordon. That led to a degree of change, which remains ongoing.
Coachtraders’ Whitburn base is being expanded to hold parts. Its capabilities now also include PDI checks and other vehicle work, although Ferguson Traveline is still used as a contractor for bodywork and painting.
Transitional period
Coachtraders’ territory is Scotland, northern England and Northern Ireland. Gordon accepts that last year, some operators may have felt that they had been neglected a little as a result of other pressures. He is committed to righting any such feelings.
“We will turn that around. I have recruited an office manager who handles sales administration, and that allows me to spend more time visiting customers,” he says.
In due course a full-time salesperson may be appointed. Coachtraders enjoys a high level of repeat business from its core Scottish buyers, and so one of the areas that Gordon plans to target is new customers.
In UNVI’s traditional market segment, that will require close attention. A competitor in the 35-seat sector has reset the status quo for midicoaches, but among other things, Coachtraders is working to establish more authorised repairers for UNVI on its ‘patch’, increasing product attractiveness.
It already has one in Aberdeen, which when combined with the West Lothian premises gives a good coverage of Scotland. Whitburn is right for Coachtraders; it is ideally located next to the M8 motorway and both the buildings and yard have ample space, so there is no desire to move.
“The past year has been stressful, but we will get everything lined up and in order. If I need to recruit further, I will. This is a transitional period but we are all committed to getting back to where we were,” adds Gordon.
New and second-hand
When routeone visited Whitburn, Coachtraders had already passed the 30 mark for new vehicle orders placed for 2018 delivery.
That gives positivity, and Gordon is confident that the target of 40 will be met. In the longer term, 50 is the hoped-for annual total. UNVI accounts for the majority of sales but Paramount is ticking over nicely.
“That mixture gives us a nice product range, from 3.5t GVW Mercedes-Benz Sprinter conversions, through heavier Sprinter coachbuilt models and conversions, up to Iveco Daily and Atego-based midicoaches,” says Gordon.
UNVI has lacked a rear-engined option for some time after supply problems led to the dropping of the MAN A67-based Touring GT-R from the UK range. That will soon be addressed, and there will once again be a rear-engined product with up to 43 seats in the line-up.
Coupled with work on the aftersales offering, Gordon believes that addition of a rear-engined midi, plus the potential for other new products, will give Coachtraders a compelling line-up for operators that are active at the smaller end of the market.
“We have a strong existing customer base which we plan to maintain and grow. The Paramount and UNVI range will, I believe, cover all bases in the sub-43-seat market.”
One fly in the ointment for 2018 orders is availability of Sprinter base vehicles, either as vans for conversion or as chassis cowls for bodybuilding. Both OEMs have very limited availability, and they are largely waiting for the new model to arrive.
Coachtraders remains committed to taking in part-exchanges, as long as they are of sufficient quality to be placed with a new owner. There is space at Whitburn to hold a number of them.
Future aspirations
While thoughts are turning to the future, it’s important to note that UNVI’s existing range is a strong one. In particular, the Daily-based Compa midi, which can carry up to 29 passengers but is more commonly sold in a luxurious 25-seat layout, is doing well.
Coachtraders does not aspire to take on the world; Gordon’s hopes for the future are that it will continue to build on the basis of quality of service and vehicles rather than quantity, although a moderate increase in volumes is being planned for.
“I know that there is additional business out there. To win those customers, we must service them correctly. One key thing is that we do not drop the personal service. It is imperative that customers are happy with what we do for them and are made to feel that their business is valued.”
