ASHEVILLE, N.C. — When Alex Hunter began shifting from limousines to motorcoaches, he knew he had a lot to learn. What he didn’t expect was how much his move into charters would depend on relationships — especially one with Smart Choice Coach Sales and its owner, Matthew Brown.
“Matthew and I have been talking about the coach business since 2020,” said Hunter, owner of Elite Global Transportation. “But I didn’t meet him in person until this year. We talk on the phone almost every day.”
With Brown’s guidance, Hunter grew his fleet from one used coach to five, expanding his business to Asheville, Charlotte, and beyond. The two often discuss how their working relationship has evolved into something more personal.
“Matthew and I, we get along, but we’ll argue like we’ve been married 60 years,” Hunter said. “We push each other, and that’s helped me grow.”
Brown agreed that it’s helped him grow as well.
Hunter began working at Elite as a teenager, washing cars. After starting Queen City Party Charters in Charlotte, he acquired Elite in Asheville in 2020 following the death of his mentor. While he originally had no plans to run motorcoaches, Brown kept bringing it up.
“I had 21 limos — I was the limo guy,” said Hunter. “But Matthew kept asking why I wasn’t in buses. When I looked into it, it started to make sense.”
That decision opened the door to new opportunities, including work with colleges and corporate clients.
‘The coach sales guy’
Brown, 34, has spent much of his life around buses. He grew up in his family’s transportation business and began flipping cars in high school. After college, he started selling coaches from his family’s fleet. He recently rebranded his dealership from Holiday Coach and Auto Sales to Smart Choice Coach Sales to better reflect its focus.
“Everyone knows me as the coach sales guy,” Brown said. “It made sense to put the focus on what we do.”
Smart Choice Coach Sales buys and sells vehicles across the country and works with operators of all sizes. Brown said his background from first charter sales and his family’s large charter business with an onsite shop, and now the dealership gives him insight into what owners need that is unique to him and his dealership, as nobody else gives that full circle industry vantage point that he is able to consult his clients with.
“We operate a charter business and a shop, so we know how these vehicles perform,” he said. “We don’t just list them for sale — we guide our clients through the process.”
Hunter has faced resistance from established competitors, notably companies that declined to assist when one of his buses broke down near their operations.
“One of their employees said to call the office, but when I did and gave my name, they said no,” Hunter said. “At that point, I had three coaches. If they see me as a threat, that says a lot.”
Support has come from others in the field. Hunter said operators like Jenny Williams-Bokhari of Metro Livery and the team at CLT Express offered referrals and guidance.
“The people who helped us didn’t have to,” Hunter said. “That showed me how much this industry values connection.”
Consistency in branding
Brown said he learned early in his career that the people around you matter.
“It’s not about who you are,” Brown said. “It’s about who you know. If you surround yourself with good people, they’ll bring opportunities with them.”
Hunter recently rebranded both of his locations under the Elite Global Transportation name. He said consistency across his vehicles and services helps build trust with clients.
“I want the colors, the branding, the service — all of it to match,” he said. “That attention to detail matters.”
Sometimes, that brand visibility happens in everyday places.
“I take my motorcoach to the grocery store,” he said. “People remember that.”
Despite the steep learning curve, Hunter said the experience has been worth it.
“Some of the best things take time,” he said. “And I think we’re just getting started.”
