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Setra is a part of Daimler AG and sells the S407 and S417 models in North America. Both models are produced in Germany and imported for sale. After the closure of Daimler Buses North America (DBNA) in 2012, Setra coaches were sold through MCI and later REV Group as part of a distribution rights agreement.

Daimler has recently announced that they have terminated the distribution agreement with REV Group by buying out the shares in the agreement and are now selling Setra coaches directly. Daimler Coaches North America (DCNA) was recently established to handle sales. The company is based in Fort Mill, South Carolina and it appears parts distribution will be through the Daimler Trucks (Freightliner/Western Star/Detroit) distribution network. Essentially, Daimler is taking over sales directly as they did prior to 2012.

  • Prior to 2002 - Setra of North America
  • 2002-2012 - Setra North American sales are part of DBNA
  • 2012-2017 - Distribution rights agreement with MCI
  • 2018-2020 - Distribution rights agreement with REV Group
  • 2020 - Daimler Coaches North America

Daimler Coaches North America assumes responsibility for Daimler Buses touring coach business in U.S. and Canada

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The founding of Daimler Coaches North America (DCNA) sees Daimler’s bus division assuming independent responsibility for its North American touring coach business. To this end, Daimler has taken over the shares in REV Coach LLC from the REV Group. REV Coach LLC was previously responsible for the sale and servicing of Setra touring coaches in the U.S. and Canada.

“With our new business unit, Daimler Coaches North America, we want to make optimum use of the opportunities offered by the touring coach market in the USA and Canada. The founding of DCNA underscores the strategic aim of Daimler Buses to further extend its global market presence,” Till Oberwörder, head of Daimler Buses, said.

 

 

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I’d rather not start an entirely new topic for this, but it’s the closest I’ll get in terms of manufacturers abroad on this board. 
 

Does anyone have an idea as to what that is plugging into the front of the NG? It’a certainly not electric; to the contrary it is a regular diesel. Some kind of battery charger or smth?

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On 1/29/2020 at 10:51 PM, Silly Tilley said:

Setra is a part of Daimler AG and sells the S407 and S417 models in North America. Both models are produced in Germany and imported for sale. After the closure of Daimler Buses North America (DBNA) in 2012, Setra coaches were sold through MCI and later REV Group as part of a distribution rights agreement.

Daimler has recently announced that they have terminated the distribution agreement with REV Group by buying out the shares in the agreement and are now selling Setra coaches directly. Daimler Coaches North America (DCNA) was recently established to handle sales. The company is based in Fort Mill, South Carolina and it appears parts distribution will be through the Daimler Trucks (Freightliner/Western Star/Detroit) distribution network. Essentially, Daimler is taking over sales directly as they did prior to 2012.

  • Prior to 2002 - Setra of North America
  • 2002-2012 - Setra North American sales are part of DBNA
  • 2012-2017 - Distribution rights agreement with MCI
  • 2018-2020 - Distribution rights agreement with REV Group
  • 2020 - Daimler Coaches North America

Daimler Coaches North America assumes responsibility for Daimler Buses touring coach business in U.S. and Canada

 

I am wondering if this would actually result in more sales? Their reputation is not good from how they have been in the past. 

Prevost and MCI seem to have a handle on 90% of coach sales in North America.  As for double decker's ADL (New Flyer) and Vanhool have the market cornered. What space does this leave for Setra? Especially when VOLVO is entering the market with their own products as well. 

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