Daimler Coaches North America recently celebrated the grand opening of its new headquarters, service center, and parts warehouse in Jacksonville, Florida.

This milestone, company leaders say, represents far more than a new building. For President/CEO Dietrich Mueller, the facility signals permanence and growth, and a clear message to customers that Daimler is committed to the North American motorcoach market for the long haul.

METRO’s Executive Editor Alex Roman spoke with Mueller about the opening event, the company’s progress since launching in late 2022, and the road ahead.

Daimler Coaches in the US

How did the opening go, and what message do you hope the launch of your new facility sends to the motorcoach industry?

Mueller: The opening went exceptionally well. Our team did a fantastic job organizing everything. We had more than 70 customers attend, which was especially important to us, along with key partners and colleagues from our headquarters in Germany. It was a great event and a proud moment for our organization.

For us, this facility is much more than just a building. It’s a visible and tangible promise that we have come to stay. We’ve invested significant capital, not only in the bus business itself, but in this building and in building up our North American organization. We wanted to make a very clear statement, especially to our customers, that we are serious about this market and that we are a partner they can rely on for the long term.

Having a facility that is fully ours — serving as corporate headquarters, a service location, and a parts warehouse — reinforces that commitment. It’s not temporary. It’s not a shared arrangement. It’s a home base, and that sends a strong message.

Since launching in late 2022, what has the journey been like for Daimler Coaches North America?

Mueller: We officially launched in late 2022, and as you may recall, the industry was still in recovery mode. It wasn’t the easiest timing. The motorcoach market was coming back slowly, and there was still a lot of uncertainty.

Despite that, we’ve been steadily growing. We’ve built a customer base of roughly 50 operators who have purchased our coaches, and importantly, they are coming back to buy again. That’s the most critical indicator of success for us.

In a country as large and diverse as the US, the salesperson might sell the first bus, but the service team sells the second one, and every bus after that. Of course, product quality and reliability are essential, and we stand firmly behind those values. But service, support, and responsiveness are what build lasting relationships.

We have made real progress, but we still consider ourselves at the beginning of a longer journey. We are not positioning ourselves as industry veterans in this market. We’re the new kids on the block. We approach this with humility and with a willingness to listen and learn.

Setting Goals for the Market

Now that you’ve established a permanent footprint in Jacksonville, what are your short-term priorities?

Mueller: Our immediate focus is on fully consolidating our organization in Jacksonville. Currently, some of our team members are still working out of Daimler Truck North America’s facilities in Fort Mill, South Carolina, near Charlotte. We plan to relocate everyone except our field staff to Jacksonville.

We strongly believe in having our teams under one roof. Bringing technicians and office staff together in the same facility keeps us closely connected to the product and to our customers’ needs. It creates a direct feedback loop between the field, service operations, and leadership.

When engineers, service technicians, and administrative staff interact daily, communication and decision-making improve. It keeps us grounded in what’s happening with our coaches in real-world operations. That proximity drives improvement and strengthens our overall performance.

And looking further ahead, what are your long-term goals in the North American market?

Mueller: We’ve communicated in the past that we ultimately aim to sell more than 300 Tourrider coaches per year in North America. We’re not there yet, but we’re trending in the right direction.

Growth is important, but we want it to be sustainable. We don’t want to grow faster than our ability to support our customers. That’s why investments like the Jacksonville facility are so critical; they provide the infrastructure necessary to support a larger installed base.

We’re confident in our trajectory. The trend lines are positive, and as long as we continue to focus on quality, service, and customer relationships, the numbers will follow.

You’ve spoken about team culture. How would you describe the internal momentum right now?

Mueller: We have an extraordinary team. I feel that energy every day. Of course, everyone comes to work to earn a paycheck; that’s normal, but there’s something deeper here.

There’s a strong sense of ownership and pride. Our employees care about the company and about the product. They want to build something lasting. They want to establish a legacy in the North American market.

That spirit isn’t limited to the leadership team. It’s shared across departments, from service technicians to sales to administrative staff. People are genuinely enthusiastic about being part of this journey, and that kind of engagement makes a significant difference.

Staying Focused on What's Ahead

Is there anything else you’d like METRO readers to understand about Daimler Coaches North America at this stage?

Mueller: Above all, we want to remain humble and customer-focused. We don’t come into this market assuming we know everything. We listen carefully to our customers because, in many ways, they help shape our vehicles.

The North American market has specific requirements, and our coaches are designed to meet them. The customer essentially helps design the final product through their feedback and specifications.

Our responsibility is to stay attentive, understand what’s needed, and do our best every single day to deliver on those expectations. If we continue to focus on that, we believe we’ll earn our place in this industry and build lasting relationships.

For us, Jacksonville represents the next chapter — a foundation for growth, partnership, and long-term commitment in North America.