Las Vegas is reputed to be one of the most competitive passenger ground transportation markets in the U.S. And also one of the most heavily regulated, thanks to the controversial Nevada Transportation Services Authority.

Which means Vegas-based bus operators, shuttle services and limousine companies must constantly strive to distinguish themselves, carve out distinct niches, seek competitive advantages wherever they can find them, manage costs diligently, or do all four.

Alan Waxler recognized that when he decided nine years ago to build a vehicle fleet to service his destination management company.

So, instead of buying motorcoaches or limousines, he bought limo coaches. Today, he is the largest operator of upscale Krystal limo coaches.

And when he started adding limousines, he didnt run out and buy the latest stretch Cadillac or Lincoln, he bought Mercedes-Benz, BMW and Lexus limos.

Now Waxler and his AWG Charter Services have done it again by becoming the first operator in the U.S. to buy the first 45-foot Chinese-built motorcoaches to enter the North American market.

"Im the guinea pig," he laughs.

Waxler is operating three BCI Falcon 45 coaches and has five more on order from the distributor, Bus & Coach International of Jennings, Kan.

Waxler was a natural to take the first BCIs because of his long-time business acquaintance with two of the principals of BCI, Phillip and David Oldridge. Phillip is company president and CEO, while David is a vice president and the man primarily responsible for engineering the BCI coach.

"Alan Waxler has worked on an ongoing basis with BCI, providing a valuable perspective from an operators viewpoint that has contributed to the final design of the BCI Falcon 45," said BCI Chief Operating Officer and Co-founder Lee Gilroy. "Therefore, the launch of the BCI Falcon 45 coach is with AWG Charter Services."

But Waxler says his enthusiasm for the Falcon 45 goes beyond his relationship with the Oldridges. He insists it made enormous business sense for him to add the BCI coaches to his fleet.

No. 1 was the price of the coach.

The Falcon 45 is being marketed like Saturn automobiles: "What you see is what you get," says David Oldridge.

A BCI with all of the bells and whistles Caterpillar engine; Eaton transmission; leather seats with self-retracting backs; Webasto auxiliary heater; Alcoa wheels; color back-up camera; disk brakes; keyless entry; A/V system with cordless microphone; Michelin tires; Grammer driver seat, multiplex electrical system and more lists for $349,900.

"That interested me alone," said Waxler. "How can you go wrong with Cat, Eaton and the other big names."

The second thing that impressed him was the coach itself, including the "beefy frame," serviceability and "nice touches." By nice touches he means the wood-grain dash accents; the leather passenger seats; the Alcoa wheels; the performance of the air conditioning system, a critical factor in Las Vegas; the fuel efficiency, and the seats that return to their upright position automatically.

Further upgrades to the Falcon 45 are in the works, including making the Caterpillar automatic transmission available, as well as REI A/V equipment.

The coach comes with a 24-month or 24,000-mile warrant. All belts, hoses, oil and fuel filters, air bags, and brake parts are available from NAPA auto parts stores, and BCI says it is stocking a huge inventory of parts for the coach at its primary distribution center in Jennings, Kan., and secondary location in Las Vegas.

Next-day parts delivery is available through express parcel services. A replacement windshield costs $185.

Waxler flew to China to watch his coaches come off the assembly line.

"This is an important addition to our fleet," he said. "There are only 2,500 coaches sold annually in the United States, and AWG will take control of eight. The addition of the BCI Falcon 45s represents our continued effort . . . to provide the most up-to-date transportation to our clients available today."