What happens when passion, persistence, and a deep understanding of an industry come together? For Matthew Brown, the answer has been a revolutionary transformation of his business. From selling used family fleet coaches in college to creating a nationally recognized dealership, he’s now embarking on his most exciting venture yet—rebranding his business as Smart Choice “Coach” Sales.
This rebranding marks a significant shift, not just in name but also in focus and scale. It’s a story fueled by a lifelong love of transportation, a knack for problem-solving, and the courage to carve out a unique identity in a competitive market. This is Matthew Brown’s story of ambition, innovation, and reinvention.
A Lifelong Journey in Transportation
Matthew Brown’s love for transportation runs deep. Growing up, he spent countless hours at his family’s transportation business—a company originally founded by his grandparents. Sitting in the driver’s seat of a bus as a young boy, Matthew likely never imagined how far that connection to the industry would take him.
By the time he reached high school, Matthew was already flipping cars for profit. His entrepreneurial instincts only sharpened in college, where he started selling used coaches from his family’s fleet. On average, he sold five to eight coaches per year—a promising start for a young man still finding his footing.
“We always talked about starting a full-time dealership,” Matthew recalls. But there was one big obstacle standing in the way—industry regulations. “The DMV kept telling us we had to become a dealer if we were going to keep selling more than five a year.” The red tape made it hard to scale, and inconsistent processes like selling buses across state lines without face-to-face meetings only complicated things further.
When the pandemic hit in 2020, Matthew used the downtime to revisit the dealership dream. By 2021, after countless visits to the DMV and plenty of persistence, Smart Choice “Coach” Sales officially launched. What began as a small operation grew quickly into a nationwide business, with sales spanning nearly all 50 states.
Why the Rebrand?
Despite achieving national recognition, continuing under the original name, Holiday Coach and Auto Sales, started to create confusion in the marketplace. The dealership’s old name was closely tied to Holiday Companies, the family’s charter service. While both businesses share familial roots, they’ve always operated independently. But the shared branding blurred those lines, causing potential customers to hesitate.
“Locally, people would say, ‘You’re a competitor. I don’t want to do business with you,” Matthew explains. “Or they’d question if I was consulting in their best interest, since they said I was tied to another operator.”
The situation called for a bold move. By rebranding as Smart Choice “Coach” Sales, Matthew sought to emphasize the dealership’s independent mission and expertise. “It just made sense,” he says. “Everybody knows me as ‘Matthew the coach sales guy.’ It’s not ‘Holiday,’ it’s Matthew.”
This move not only redefined the business’s identity but also allowed the dealership to stand on its own. As Matthew puts it, “We’re still the same people, same location, with more focused leadership. Now we stand on our own brand.”
The Rise of Smart Choice “Coach” Sales
What sets Smart Choice apart from other dealerships is its comprehensive understanding of the motorcoach industry. Matthew and his team aren’t just selling buses; they’re applying hard-earned insights from decades spent in the transportation field. With the family still running a charter company and a maintenance shop, Smart Choice benefits from firsthand knowledge of market trends, vehicle performance, and optimal buying and selling strategies.
“We’re not just a dealership,” Matthew explains. “We know what’s happening in the market, how to value the coaches, and when’s the right time to buy or sell.”
Years of trial and error have shaped the dealership’s innovative sales process. The team at Smart Choice developed a system to evaluate coaches remotely, relying on detailed photo reviews, probing questions, and lessons learned through challenges. This approach allows them to accurately assess vehicles without needing to inspect them in person.
“It’s been trial and error,” Matthew admits. “Now, we know what to look for and what to ask. We can usually do it all without seeing the coach in person.”
A Hands-On Approach to Service
At Smart Choice, the customer experience goes far beyond basic listings. The dealership handles everything from advertising on top platforms to coordinating financing and securing insurance approvals. Unlike typical dealerships that price vehicles based on a seller’s unrealistic expectations, Smart Choice sets fair market values informed by custom-designed tools and historical data.
“Our team puts in over 120 hours a week to support listings,” Matthew reveals. This intensive effort helps streamline the buying and selling process, sparing customers the headaches of dealing with unmotivated buyers, financing roadblocks, and other common hurdles.
“You can DIY it,” Matthew says, “but you’ll be dealing with tire-kickers, financing headaches, and buyers who back out, as well as all the costs of listings. We’ve built a system that works.”
While the company primarily focuses on coaches built between 2001 and 2020, they keep an eye on emerging models. This foresight ensures that when newer vehicles hit the secondary market, Smart Choice will already be prepared to handle them.
A Vision for the Future
Operating in a volatile market is never easy, especially with disruptions like proposed tariffs or economic uncertainty. Earlier this year, industry-wide panic over tariff proposals briefly stalled sales. However, demand quickly rebounded as operators recognized the importance of staying competitive. Many reported the spring charter season as one of the best on record—a signal of the market’s resilience.
“All the big companies are still buying,” Matthew observes. “Now others are thinking, ‘If I don’t grow, I’m going to get left behind.’”
This insight positions Smart Choice as more than just a business—it’s a partner for growth. By fostering strong relationships and maintaining a pulse on industry trends, Matthew and his team are helping customers gain a competitive edge.
Matthew Brown’s Dream Job
For Matthew, running Smart Choice is the perfect blend of passion and business. “I’ve always bought and sold things. That’s just who I am,” he says. “It made sense to combine my love for sales with my love for buses. This is the dream job.”
The launch of Smart Choice “Coach” Sales is more than a rebrand. It’s a redefinition of what a dealership can be—innovative, customer-focused, and built on a foundation of deep industry expertise. With Matthew at the helm, the company is poised to remain a leader in the motorcoach sales industry for years to come.
Image & Source: Bus and Motorcoach News
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