Setra invites customers to a customer premiere to present its new generation of coaches. Over 500 guests came from all over Europe. And they were offered something quite special.

The red carpet is rolled out. There is a Setra S 9 from the 50s in front of the entrance. Inside the delivery hall, there are three new premium coaches in ComfortClass and TopClass with a spotless polished finish. Large-format images of the new models spread anticipation. The buffet is laid. At the premiere of the next generation of coaches, the Setra brand welcomes more than 500 guests from all over Europe over two days.

They don't have to wait long to finally find out more about the revised ComfortClass and TopClass. After a brief welcome speech by Mirko Sgodda, Head of Marketing, Sales and Customer Services at Daimler Buses, it’s time for the details: Dr. Gritt Ahrens, Head of Platform Raised Floor Development, and Project Manager Martin Jendrusch present the look and technology of the next Setra generation.

You can sense that the audience is inspired and absorbed by the topic straight away and following on from the informative presentation, keen to get a direct feel for the coaches on display.

The TopClass S 516 HDH with the new Setra family face, painted in denim metallic, looks chic. "This is the most beautiful coach there is," says Cornelia Block of Block Busreisen from Husum near Hanover. And as proof, the entrepreneur almost tenderly strokes the combination of indicators, daytime driving lights and position lamps, which are combined in a kind of luminous rod. Patrick Becker from Becker Touristik from Saarland agrees: "The first impression was a real success." For both companies, four and five star coaches from the Setra brand play a central role in the "Comfort-oriented bus travel" industry segment.

The Kässbohrer badge, which is now prominently displayed on the front of the new coaches, is particularly popular. "This has made the brand presence even more confident," notes Andreas Hirsch von Hirsch Reisen in Karlsruhe. In general, the owners of well-maintained Setra fleets are visibly impressed. The Swiss Heinrich Marti puts particular focus on the ComfortClass high-deckers, which form the backbone of his coach fleet. "The design has been carefully further developed and doesn't make the existing buses look old," praises the bus operator from the canton of Bern.

There has to be design, but established entrepreneurs also pay attention to inner values. This can be seen when looking at the cockpit. According to Dominik Lay from Püttlingen in Saarland, the new Coach Infotainment series multimedia system with its versatile voice operation, touch-sensitive screen and multifunction steering wheel is "an important step". In this context, Cornelia Block talks about "technology that benefits the driver".

This also applies to the electronic parking brake with its safety functions, "that’s really very well thought out," says Patrick Becker. Like Heinrich Marti: "This isn't innovation for the sake of innovation. This really makes the driver's job easier."

Dominik Lay is enthusiastic about another topic: "The 360° camera system is great," he says. "A real support for the driver," concludes Cornelia Block. Heinrich Marti adds: "The safety of the coach system is based on such achievements. They are crucial for the drivers."

As they say in football: the truth is on the pitch. For coaches this means getting out on the road and experiencing assistance systems for real. Many self-driving entrepreneurs now like to get behind the wheel of ComfortClass and TopClass vehicles, and half a dozen buses in numerous model variants are available to customers for a test drive.

Others such as Ulrich Hofmann and his son Martin, from Gaildorf in Baden-Württemberg, use the demo drive with development engineer Fabian Reuter and driving professional Luca Affeld to get to get to know the revolutionary assistance systems Active Drive Assist 2 and Predictive Powertrain Control (PPC) live.

In the short term, there is a contented feeling on board as Reuter cheerfully points out tire marks leading directly to the centre of the traffic island of a roundabout. No, that certainly wasn't a Setra . Thanks to PPC, the bottleneck can be navigated safely and comfortably at a measured speed of 15 km/h.

The faces on the bus get serious when Affeld and Reuter simulate a driver's health emergency, and demonstrate the subsequent controlling braking thanks to Emergency Stop Assist.

But Active Drive Assist 2 can do even more. It uses a camera and radar sensors to detect lane markings and takes over lane guidance. "The new assistance systems are a real step forward," Hofmann observes, impressed. "This means that drivers are even safer and more economical on the road – especially on long-haul routes."

With so much technology and innovation, a short journey into the past can be a change. Many visitors therefore take the opportunity during the day to immerse themselves in the more than 70-year long history of the Setra brand. In line with tradition a Setra S 9 is brought to the Kässbohrer hall, where classic cars from several decades of brand history can be viewed.

Back to the new coaches. The interior fittings must also perfectly match the image of the coach travel company. This becomes clear when visiting the Individual Design Studio, where Juliane Rupp is currently creating the interior for the next Setra coach for Mechler-Reisen in Mudau in the Odenwald with green, grey and anthracite colour tones. The family of owners is committed to this. One thing quickly becomes clear: The next Setra in the company’s colours will look as chic as it is unique.

Heinrich Marti summarises the encounter with the next generation of Setra coaches with measured words: "For me, it's a successful technical and visual development that's primarily in the interests of security and lives up to the brand's high status." Hirsch Reisen has already placed its order: The four Setra S 515 HD models are scheduled to arrive in February 2023.