As industries worldwide embrace electric vehicles (EVs), Seattle-based MTRWESTERN is at the forefront of electrifying the charter bus sector.
The company recently announced its investment in four electric vehicles – two CX45E Van Hool coaches and two Ford E-Transits shuttle vans – and plans to expand further in the coming year.
While the move has garnered both praise and skepticism, Jeremy Butzlaff, president of MTRWESTERN, believes it’s the right step for both environmental and business reasons.
“Our passengers love the experience,” said Butzlaff. “The electric buses are smooth, quiet, and free of the engine vibrations you get with diesel. Our drivers are on board too, which has helped rally the team behind the transition.”
Since 2021, MTRWESTERN has tested electric buses, starting with a single-deck model and later adding a double-deck bus. These EVs were primarily used for piloting shorter intercity routes and testing trips to Canada. For the company, the decision to invest in electric vehicles aligns with its mission to combine sustainability and financial viability.
“We say around here, ‘There’s no mission without margin,’” Butzlaff explained. “While reducing our carbon footprint is important, the decision to go electric has to make good business sense. It’s about finding that balance.”
In the right place
MTRWESTERN is owned by Seattle Hospitality Group (SHG) LLC, a privately held portfolio company led by entrepreneur Howard Wright, whose family built and still owns Seattle’s iconic Space Needle. The firm’s focus on electric vehicles aligns with its broader ethos of forward-thinking solutions, with the company making significant investments in EV technology to reduce its environmental footprint.
MTRWESTERN’s location plays a critical role in its EV investment. Operating in the Pacific Northwest – an environmentally conscious region that prioritizes sustainability – gives the company a natural advantage. Many of its corporate clients in Washington, Oregon, and California are focused on green initiatives, making MTRWESTERN’s shift to electric buses a valuable selling point.
But geography also helps from a logistical perspective. The company’s typical routes, which operate within a 200-mile radius, are ideal for electric buses that currently have limited range compared to diesel. These shorter distances allow MTRWESTERN to charge the buses overnight at their depots, maximizing operational efficiency and avoiding downtime.
“We’re in a great spot geographically,” Butzlaff said. “Our routes and client priorities align perfectly with what electric vehicles can offer right now.”
Tech finally ready
The transition to electric buses has not been without its challenges. MTRWESTERN, which operates a fleet of over 100 motorcoaches, many of which are clean diesel models manufactured by Prevost and Van Hool, first considered EVs in 2017. However, the company paused due to inadequate technology and a lack of charging infrastructure.
“We pitched the idea to a client in Portland back then,” Butzlaff said. “But the tech wasn’t ready, and charging stations were almost non-existent. The costs were too high to justify the investment.”
The company revisited the idea during the COVID-19 pandemic when they had the time to explore emerging EV options. Advances in OEM technology and improved infrastructure made it feasible for MTRWESTERN to partner with Van Hool distributor ABC Companies to test electric buses in Seattle.
A key turning point came when MTRWESTERN collaborated with Seattle’s Climate Pledge Arena, an NHL venue that promotes sustainability. In late 2021, the company tested a Van Hool single-deck electric bus at arena events and later put it into regular charter service.
“That’s when we knew the technology had finally caught up,” Butzlaff said. “The business case for going electric became real, and the positive feedback from passengers and drivers confirmed it was the right move.”
Charging infrastructure lags
While the technology behind electric buses has improved, charging infrastructure remains the most significant challenge.
“We were surprised to find that the buses themselves weren’t the problem – charging them was,” Butzlaff said. “It’s easy to get EV buses; it’s much harder to charge them.”
To overcome this, MTRWESTERN has worked closely with Seattle City Light and Oregon’s Department of Environmental Quality to secure grants and funding. These programs, including funds from the Volkswagen Diesel Emissions Mitigation Fund, have been essential in offsetting the high costs of building EV charging stations at their depots.
“We couldn’t have done this without the grants we received,” Butzlaff said. “Charging infrastructure is incredibly expensive, and we need ongoing support from states and local utilities to see more widespread adoption of electric vehicles.”
MTRWESTERN is on track to complete a Portland charging facility this year, which will feature multiple Level 2 and Level 3 chargers capable of powering several buses at once. This is part of the company’s broader plan to grow its electric fleet.
Getting in early
MTRWESTERN’s decision to invest heavily in electric vehicles is a pioneering move in an industry traditionally slow to adopt new technology. While some competitors take a more cautious approach, Butzlaff believes early adoption will pay off.
“There’s risk involved in going all-in on electric vehicles, but we believe it’s the right move for us,” he said. “There’s uncertainty around things like battery life and charging technology, but we’ve worked hard to mitigate those risks with strategic partnerships and funding.”
The company’s focus on electric vehicles has also served as a recruiting tool, attracting employees who are passionate about sustainability.
“Some of our drivers thought we were crazy at first, but once they drove the electric buses, they were sold,” Butzlaff said. “The buses are quieter and smoother, and passengers in the back are noticing the difference without all the engine noise and shaking.”
MTRWESTERN’s partnership with ABC Companies has been critical to its electric vehicle transition. The North American distributor for Van Hool has supported MTRWESTERN through the entire electrification process, from supplying vehicles to offering technical expertise and assistance with infrastructure.
This partnership has allowed MTRWESTERN to test and deploy electric buses effectively, with ABC offering support at every step.
“ABC Companies has been key to our success,” Butzlaff said. “Their expertise has helped us navigate the complexities of operating an electric fleet, and we’ve provided valuable feedback in return, helping them advance electric bus technology in North America.”
‘Part of the solution’
Despite the challenges, MTRWESTERN remains optimistic about the future of electric vehicles in the motorcoach industry. The company plans to expand its EV fleet, with eight additional buses expected to arrive by 2026. However, Butzlaff remains realistic about current limitations.
“Electric buses work well for our shorter charter routes, but they aren’t practical yet for long-distance trips,” he said. “That’s why we’re focusing on routes within a 200-mile radius, where EVs can really shine.”
The United Motorcoach Association Member is committed to sharing its findings with other companies to help advance the industry.
“We’re learning as we go, but we’re happy to share what we’ve learned,” Butzlaff said. “The more companies get on board with electrification, the better off we’ll all be.”
As MTRWESTERN continues its electrification journey, the company’s leadership is confident that their early adoption of EV technology will not only benefit their business but help shape the future of the motor coach industry.
“Ultimately, we want to be part of the solution,” Butzlaff said. “We’re excited about what the future holds for electric vehicles and hope to bring others along on this journey.”
