GOODLETTSVILLE, Tenn. — Prevost President François Tremblay has seen his job leading the North American motorcoach manufacturer grow more challenging — and more dynamic — over the past decade, as regulatory pressure and rapid technological changes reshape the industry.
That includes a new push into electrification, with the company planning to introduce its first electric motorcoach later this year.
“The pace of change is remarkable, and we’re staying focused so we can keep moving with the market,” Tremblay said.
He recently spent the day talking with customers and employees as Prevost marked the expansion of its Goodlettsville service center, using the event to gather feedback from operators navigating those same challenges.
He also sat down with Bus & Motorcoach News to discuss how he is leading during a turbulent period for the industry, shaped by tariffs, regulatory pressure and rapid advances in artificial intelligence.
The nearly 60,000-square-foot Tennessee facility is double the size of the previous location, adding a collision center, expanded office space and parking, and increased service capacity — part of a broader effort to keep customers’ fleets running.
“Demand is very strong, and production is at full capacity,” Tremblay said. “We are prioritizing deliveries and expanding capabilities to serve customers.”
The Quebec-based company is also completing a major commuter coach contract for New York City.
“We’re building one coach per day just for New York City,” Tremblay said. “This year we are completing a contract for 400 buses.”
“It’s definitely a big milestone for us.”
Challenges of growth
Those gains are happening alongside growing pressure on operators — a theme Tremblay said came up repeatedly in his conversations. To help offset those pressures, Prevost is exploring ways to reduce operating costs.
“We’re looking at selling aftermarket parts,” Tremblay shared. “If somebody doesn’t want a genuine OEM part, we can offer a more cost-effective part without compromising quality.
“Costs are rising across the industry.” he continued. “Prevost is focused on solutions that help operators protect uptime and manage total operating costs to help relieve that pressure.”
Changing emissions regulations, including updates to engine derating rules, are also affecting how vehicles operate. “Our job is to be flexible in our planning and stay closely aligned with customers on what’s coming next,” he said.
“From a safety aspect, I would say the new regulation from a derating perspective is better,” Tremblay said, noting previous systems could force buses to slow significantly while carrying passengers.
Tremblay said the company understands that customers are often cautious when new technologies are introduced.
“Customers want proven reliability. Prevost is prioritizing validation, training and support, and a smooth transition when new technology is introduced,” he stressed.
Technology upheaval
At the same time, the industry is undergoing rapid technological shifts, forcing manufacturers to make strategic decisions about where to invest.
“We used to build just diesel buses. Now we see diesel, electric, and eventually hydrogen,” Tremblay signaled. “There are a lot of new technologies coming in.”
Prevost, part of the Volvo Group, can tap into global resources as those changes accelerate. Tremblay said his role has expanded to include more time working with leadership teams at the company’s headquarters in Sweden.
“It’s one of the benefits of being part of a larger group like Volvo,” he said. “We can tap into the latest technologies and get them into customers’ hands sooner.”
Still, not all innovations are moving at the same pace. Artificial intelligence is just beginning to take hold within the company.
“We are in the early stages of adopting AI, with a clear focus on efficiency and practical use cases,” Tremblay said.
Autonomous vehicles, he noted, are likely further off for motorcoaches than for other sectors.
“You will see autonomous vehicles more on the truck side,” he said. “When you’re carrying people, you need someone to support passengers, answer questions, and help ensure a safe, comfortable trip. Motorcoaches will adopt autonomy thoughtfully, because the customer experience and onboard service are essential.”
Electrification brings important opportunities, and infrastructure readiness is a key success factor.
“The infrastructure is a major priority as we scale,” Tremblay stated. “In some areas, the grid will need upgrades, and we are working with partners to plan the right solutions.”
Even as the industry evolves, Tremblay maintains the company’s priorities remain grounded in supporting operators — a focus reflected in both the facility expansion and the conversations he had that day.
And while technology, regulation and market conditions continue to shift, he said the goal remains unchanged.
“At the end of the day, our focus is helping operators protect profitability so they can confidently grow their fleets when the time is right,” Tremblay said.
