Family - Setra

Special issue
www.setra.de
The anniversary issue for customers and friends of the Setra brand
Family
1951
Imprint
Publisher:
EvoBus GmbH
Setra Omnibusse
Carl-Zeiss-Straße 2
89231 Neu-Ulm
Germany
Tel. +49 (0)731 181-0
Fax +49 (0)731 181-2418
www.setra.de
2011
Responsible for magazine content:
1951 through | The anniversary issue
Michaela Schneider,
Manager Marketing Communication Setra
The following person also worked on this issue:
Christine Denzel, BUS/MPM-S
Concept, editorial work, layout:
Newport3 Werbeagentur GmbH & Co. KG
Neumann-Reichardt-Str. 27–33
22041 Hamburg
www.newport3.de
Repro:
Final Art Production
Neumann-Reichardt-Str. 27–33
22041 Hamburg
Printing:
Süddeutsche Verlagsgesellschaft Ulm
Nicolaus–Otto–Straße 14
89079 Ulm
1911

Editorial | 03
1911
1951
2011
to celebrate a landmark birthday, it is
a family tradition to take a look back
at the many memorable moments
experienced together. And this is
exactly what we have done with this
anniversary issue of the SetraFamily
magazine. Join us on a journey
through the milestones of Setra’s
history, which we have juxtaposed
with some of the most unforgettable
moments throughout the last six
decades. We’ll take you on a tour of
the past, present and future of the
very unique brand that brings us all
together.
After attending the inauguration of
the very first bus line in Germany in
the year 1911, we will travel ahead
to the fifties. Do you still remember?
Maybe you were in school, or
starting your first bus company, or
perhaps you weren’t even born yet.
It was the time when Karl Kässbohrer
Dear customers
and friends of the Setra brand,
began a revolution in bus construction
with the Setra S 8 coach’s self-supporting
frame. Through to the
swinging sixties, as modular series
production was perfected with the
100 series, and then extended with
the 200 series and its wide range of
vehicles in the seventies.
Thinking back to the eighties, the fall
of the Berlin Wall is certainly one of
the most notable events – a highlight
and turning point in world history.
In Ulm, at the time, we were busy
building the first Setra double-decker
coach. In the “golden nineties”, a
worldwide revolution began with the
Internet – one which has changed
our lives forever. The Setra 300
series, with its new “face” and
technological innovations, caused a
real sensation in the bus sector –
also a turning point in the market. In
Neu-Ulm, we enjoy thinking back to
the beginning of the new millennium.
In times of ever increasing mobility,
the Setra TopClass 400 opens up an
all-new era in luxurious travel.
And now, in 2011, we are celebrating
100 years of bus and coach
construction and 60 years of Setra –
a very special brand which, with its
philosophy and its spirit, has remained
unique and young through
six decades. We also dare to take
an exploratory look into the future,
taking you on a fantasy tour. What
will tomorrow’s coaches look like?
What developments could the next
decades bring in the coach sector?
Setra certainly has a long history
of visionary thinking. And in the last
section of this publication, we offer
you just a glimpse at our thoughts,
as we keep searching for innovative
solutions for you and your passengers.
We know for a fact that we will
always be driven by this challenge.
So lean back and join us on our
journey. I hope you enjoy the ride.
Lothar Holder
Executive Managing Director Sales Setra
Buses and Coaches
A journey through time with Setra

The year
1911
The year 1911 | 05
The world in motion
1911 is an exciting and eventful year. Motorsport experiences its first boom, breakthrough
technological progress is made and amazing developments in mobility are
achieved.
1911
Source: Champagne berceau de l‘Aviation du Monde
The Frenchman Henri Pecquet transports the first air mail with his double-decker
over an 8-km route in India: 6,000 letters and postcards.
Source: Library of Congress, USA
The first seagoing vessel with a diesel engine, the Selandia, is launched in
Copenhagen – without a smoke stack, but with hidden exhaust outlets on its
mast.
Source: the German National Archive
Melli Beese is the first German woman to fill all the requirements to acquire
a flying license, with a Rumpler Taube airplane.
Roald Amundsen, the Norwegian
polar explorer, is first to reach
the South Pole – four weeks
before his British competitor
Robert Falcon Scott.
The first bus line is introduced in Ulm, Germany – with the forefather of all buses,
Karl Kässbohrer’s “Wiblinger Auto”.

06 | The year 1911
1911
The first bus line in Ulm
is inaugurated
The year 1911 | 07
I
n 1911, all around the globe
– on the road, in the skies
and on water – speeds and
distances travelled are escalating,
and technological progress is
changing the world. Karl Kässbohrer
strongly believes that there
are advances citizens should also
be able to take advantage of, as
he builds the public bus serving
transit between the Ulm Münsterplatz
and Wiblingen, located a
distance of 10 km away.
Ulm, February 1911. Ulm and
Wiblingen are all decked up, the
sidewalks are swept and everyone
is wearing their Sunday best. The
cities’ digni-taries are gathered in
the stands. Many visitors from the
areas surround-ing Ulm have also
come to attend this memorable
celebration. With its over 50,000
citizens, Ulm ranks among the
country’s largest cities. Heinrich
Wagner, Ulm’s most important
mayor in the 19 th century, is beaming.
Advancing industrialisation is
creating the best platform to bring
his visionary ideas to life. The laying
down of the city’s ramparts, which
he initiated, enables Ulm’s expansion
and the building of a road
network – representing the cornerstone
for this historic moment.
The inauguration of the first ever
bus line is a big day for Ulm and
Wiblingen – and of course, for the
Kässbohrer family. Their seven-yearold
son Otto beams with pride, as
he and his schoolmates are the first
honoured guests to be driven in the
ceremoniously decked out “Wiblinger
Auto” – an 18,000-mark,
entirely closed bus destined for the
Wiblingen-Ulm line, with room for
18 seated and ten standing passengers.
During the half-hour ride, the
excited pupils can hardly contain
their excitement. “Our bus reached
a speed of 45 km per hour – 15
more than permitted. The Royal
Württemberg Traffic Regulation
allowed only 30 outside of the city
and 12 km per hour within the city”,
raves Otto many years later.
Upon their arrival at the “Zum
Adler” inn, the school kids are
treated with sausages and pretzels.
The inn is the last stop on the bus
line, and it is counting on many
visitors and increased business. For
this reason, the Graf family who
runs the inn took part in financing
the bus line along with many other
committed citizens and business
people.
Karl Kässbohrer’s contribution is
the new bus, which represents the
culmination of all his work to date.
His father Georg, an institution in
the Ulm shipping business, had
already recognised the signs of
dawning industrialisation and the
increasing need for transportation.
Following his father’s suggestion,
Karl learns the trade of carriage
builder in Vienna, the stronghold
of coach building at the time. His
coaches, hunting carriages and
Landau vehicles soon gain a
reputation for offering the utmost in
precision, reaching their technological
peak in 1911 with the motorised
“Wiblinger Auto”.
The “First Karl Kässbohrer Ulm Coachworks” in the
Kantstrasse (now called Hartmannstrasse). Son
Otto took over the operation in 1922, after his
father’s early death.

The fifties
The fifties | 09
Venturing into a new world
All around the world, the fifties are marked by a spirit of discovery and optimism. The
long-playing record, which now has long been replaced with the CD, creates an uproar in
the music industry. The forefather of all computers launches the information technology
revolution.
In 1951, at the German Music trade fair in Düsseldorf, the Deutsche Grammophon
company introduces the first long-playing record with 33 1/3 revolutions per minute.
1951
1956
1957
1951
In 1951, the Remington Rand computer company introduces the ancestor of all
computers, the first tube computer, to the market. It is called the UNIVAC 1 and
weighs 19 tons.
Source: Library of Congress, USA
In 1956, the first transatlantic telephone cable is put into operation.
The 3,600-km-long TAT-1 is positioned at the bottom of the Atlantic Ocean.
Source: the German National Archive
Sputnik, the Soviet satellite, circles the earth for the first time in 1957. It quickly
becomes clear to the USA that the Soviet Union is a challenger in aerospace
technology to be taken very seriously.
In Ulm, automotive engineers are also way ahead of their competition. In 1951,
Otto Kässbohrer builds the first self-supporting bus with a body made of welded
square-edged tubes. The Setra S 8 creates a sensation in the industry.

This photograph amazed the coach world:
six men carrying a complete coach shell.
A powerful demonstration of its low weight.
1951
10 | The fifties The fifties | 11
T
he 1950s are ripe for
revolutionary developments,
and people are
bubbling over with a spirit of
discovery and inventiveness. A
number of discoveries from this
fruitful decade travel around the
world – as does Otto
Kässbohrer’s idea. In 1951, he
introduces a bus with a self-supporting
body – the take-off point
for an unmatched success story
originating in Ulm.
A sensation at the 1951 IAA
The first post-war IAA exhibition is
held at the Frankfurt trade fair
grounds. At the very first IAA in
1897 in Berlin, only eight motorised
vehicles were presented. In 1951,
no less than 500 exhibitors travel to
Frankfurt to present their wares.
Since 1950, at the Kässbohrer firm,
the company head Otto and his
engineers had been working on the
development of a self-supporting,
frameless bus. And there it is at the
1951 IAA: an absolute sensation
and one which ultimately gives the
company its name. The first Setra
with a self-supporting (“selbsttragend”
in German) body, the Setra
S 8, revolutionises bus construction
through its many innovative technologies
and features, such as the rear
engine, engine brake, large luggage
compartments and high-quality
equipment. The latter greatly
contributes to enhanced comfort
on board. Just a few examples: an
advanced solution developed with
individual heating channels for each
row of seats, draft-free ventilation
and a defrost feature on the windscreen.
The S 8 is a technological
phenomenon and it achieves
nothing less than causing wonder
and amazement in the bus sector.
A world premiere –
a bus that supports itself
A small coach makes it big
In March 1955, the compact Setra
S 6, the third model in the 10 series,
is a real show-stopper at the
Geneva Automobile Salon. 6,700
mm long and 2,250 mm wide, it
features a whole series of spectacular
technological innovations. Its
handling, ride and comfort come
amazingly close to that of an
automobile, thanks to its chassis
with independent wheel suspension
and swing axles at the front and
rear. A rubber torsion-bar suspension
ensures excellent road-holding
characteristics, and its impressive
turning circle of 13.4 metres makes
for remarkable agility. There is
simply nothing on the market which
can be compared to the “Club Bus”,
and customers are delighted. The
S 6, 1,200 units of which come onto
the market, is the smallest Setra
ever built.
Venturing overseas
In the summer of 1954, Henry Minor
from Continental Trailways, one of
the largest bus operators in the
USA, travels to Ulm. Greatly
impressed with Setra production
and with the idea of placing an
order for a super-luxurious Setra
coach for his company, he sends
a telegram to his boss asking him
to join him in Ulm as quickly as
possible. It doesn’t take long for
Maurice Moore to be just as
impressed with these coaches
which are equipped with huge
luggage compartments, air conditioning,
outward-swinging doors,
comfortable reclining seats, lavatories,
on-board galleys, bars and
lounge corners, setting an all new
standard for American bus travel.
Under the names Golden Eagle and
Silver Eagle, vehicles which significantly
differ from their European
cousins in terms of dimensions and
equipment, are engineered and
introduced to the American market.
1955
The world is astonished:
modular coach construction
At the 1959 IAA, Setra brings along
yet another first. The Setra S 9,
S 10 and S 11 are constructed
using the newly developed modular
system. They are built using 80
percent same parts, enabling an
exceptionally efficient approach to
production. Nonetheless, at the
Kässbohrer company, great importance
is placed on individualising
and customising their vehicles.
The various models can be built
and equipped to meet the needs
of specific applications – whether
urban transit, regional service or
touring.
1959

The
sixties
Success in series
The swinging sixties mark the beginning of several high-profile, successful series
productions. Whether on stage, on television or on the production line, this decade brings
movement into the world and gets the world moving.
The sixties | 13
1961
In 1961, the first volume of the most successful French print cartoon series
“Astérix le Gaulois” is launched. Over time, a total of 35 volumes are translated
into no less than 107 languages. The series is also often used in language courses.
Source: German Film Institute, Frankfurt
The 32 Edgar Wallace films, which are produced by Horst Wendlandt beginning
in 1961, enthral murder mystery fans throughout the decade.
In October 1962, the Beatles launch their first hit
“Love Me Do”, sparking a mass infatuation as never
experienced before: Beatlemania.
1962
1967
First a scandal and then a cult object: the mini-skirt, which was initially perceived
as shocking in 1962, when first presented in the British Vogue magazine, moves
on to become a worldwide success, influencing the fashion of a whole generation.
In 1967, with the 100 series, which cascades the modular approach introduced with
the 10 series, Setra takes a further step in the direction of industrialising the coach,
with results that move increasing numbers of travellers.

1961
14 | The sixties The sixties | 15
A time of mass movements
In 1967, the luxuriously equipped
Setra panorama coach with its “all
around” view delivers an all new
travel feeling. A first: it features a
lavatory under the passenger compartment.
T
he sixties get things
moving in terms of social
developments as well. And
Tat Kässbohrer, a new era takes off,
and production takes a huge step
forward, with buses being used
increasingly as a popular method
of transportation for the masses.
In 1963, the new urban bus is
introduced at the IAA in Frankfurt
as precursor to the 100 series.
The Setra S 125, with its huge
capacity accommodating 125
passengers, captures high levels
of attention. No less than four
years later, the 100 series takes
over the market.1967
1967
The S 125 – pioneer of modern
line bus construction
As forerunner to the 100 series, and
with its low floor and steps, wide
doors, 42 seats and very generous
standing room, the S 125 is the first
German bus specially conceived to
meet the quickly increasing requirements
of modern urban transit.
This line bus offers two features
which are destined to become Setra
“specialities”. Firstly, the outwardly
swinging door, developed by
Kässbohrer, which thanks to its
functionality and precision, becomes
the most widely used door in touring
and regional-service coaches.
And secondly, independent wheel
suspension with air cushioning,
which has more than proven itself
since its original presentation in
1955, becomes synonymous with
Setra quality.
The 100 series –
modular construction at its best
With the modularly built Setra 100
series, Kässbohrer enters a new era
in bus and coach construction.
The modular construction principle
introduced in 1956 with the 10
series had laid the first cornerstone
for this evolution. The 100 series
perfects the production system, and
its premiere at the 1967 IAA is a
true sensation. The model spectrum
ranges from the 8.7 m long S 100,
through the S 110, S 120, and S 130
types, through to the 12 m long
S 150. The further development of
the Club Coach in the following
year, the S 80 with eight rows of
seats, and the lengthened version
of the S 130, the S 140 with 14 rows
of seats launched in 1971, complete
the 100 series. Along with its
streamlined, modern design, a
series of spectacular innovations
contribute to making it a true
highlight in its time. The S 130 and
S 150 models are introduced with
optional air suspension, which becomes
a standard feature in 1969,
giving passengers an even smoother
ride. Yet another comfort enhancement
Setra introduces are the
standard anti-fog, double glazed
side windows. In terms of safety,
Setra also makes major strides with
a state-of-the-art braking system
with hydro-pneumatic dual-circuit
brakes, which can be applied with
exceptional sensitivity, thanks to
their compressed air running plate
brake valve. The “small” S 80 drives
the “small” S 100 out of the range.
And, the flagship of many bus
operations, the S 150, enjoys
outstanding turnover with 2,479
units sold. The entire 100 series,
with its 22 models, sells an impressive
12,339 units – the company’s
greatest success to date.
Luxurious panoramic views
Travelling through the Alps in an
ultra-comfortable touring coach,
while enjoying an uninterrupted
panoramic view: this is exactly what
the panorama bus, built in 1967 and
based on the S 150, offers with its
all-around windows. The coach is
inspired by the luxurious Golden
Eagle and Silver Eagle panorama
coaches exported to the USA – with
a lavatory under the passenger
compartment. The S 150 panorama
coach is a luxurious, high-decker
touring coach which is unmatched
in Europe. No other touring coach
offers passengers an even remotely
comparable travel experience.
1962

The seventies | 17
T he
seventies
A new generation
The seventies are acknowledged as the “cult decade” of the 20 th century. Disco and punk
movements bring forth a new cultural generation, computer games capture the hearts of
young people, and Apple revolutionises the technological world. Technological progress is
omnipresent.
1976
In 1976, Steve Jobs and Steve Wozniak introduce the first Apple personal
computer to the market, priced at US$ 666.66.
In New York and London, with the arrival of the punks, a new rebelliousness
emerges – one that will greatly influence fashion and pop music over years to
come.
1977
In 1977, the Atari 2600, the first programmable games console for home use,
is introduced to the market. A new generation of entertainment culture is born.
The disco wave evolves into
a musical genre that shapes
the fashion, spirit and lifestyle
of a whole generation.
The Setra 200 series represents a new generation of highly comfortable
touring coaches. Air conditioning and cross-flow ventilation open up a new
era in passenger comfort.

18 | The seventies
With their excellent performance and high-level
comfort, the Setra models from the 200 series
are very popular touring coaches for ever more
distant destinations.
1976
The cult generation
The seventies | 19
I
n many ways, the seventies
are marked by breakthrough
ideas and technological
innovations. Decades later, people
will look back at the seventies as a
cult era. Also at Kässbohrer, a new
generation emerges: the 200
series.
1973
Fundamentals for success:
technology and comfort
With the new models from the 200
series, what the onlooker sees first
is the undivided windscreen and
the streamlined side surfaces with
sintered windows. Once guests
make themselves comfortable
on the inside, they are pleasantly
surprised by an unmatched level of
comfort. In the new series, not only
are the individually suspended front
wheels equipped with air suspension,
but also the fixed rear axles. In the
new luxurious touring coaches, the
highly innovative cross-flow ventilation
ensures a pleasant interior
passenger environment and an
all-new level of travel wellbeing.
Super high-decker sensation
The S 200 super high-decker
celebrates its premiere in 1973,
causing as much of a stir as the
once legendary Setra S 8. The Setra
S 200 coach’s innovative comfort
and technology embody everything
that contributes to creating an
all-new generation of extremely
comfortable touring coaches – with
an on-board galley and lavatory
below deck, and a state-of-the-art
cross-flow ventilation and air
conditioning system which is way
ahead of its time. The “Rolls-Royce
of coaches”, as the S 200 is
described in a trade journal, is the
promising forerunner of the 200
series, which is introduced in the
summer of 1976 with six models,
four high-floor versions and two
high-deckers. From a technological
standpoint, the 200 series is an
absolute sensation.
The right coach
for any application
The touring, urban and regionalservice
coaches from the 200
series encompass five types –
Optimal, International, Rational,
Regional and Communal – with
various lengths, heights and door
configurations. The range even
includes special-application
coaches, such as export, library,
x-ray, and television vehicles, as well
as those conceived for transporting
convicts. All in all, between 1976
and 1991, 65 different construction
forms are created. This extensive
variety of types enables Setra to
address the most diverse market
requirements both in Germany
and abroad. Over the course of 15
years, a total of 27,680 units are
sold throughout Europe. With this
series, standardisation of individual
types and construction groups, as
well as improved production
processes, enable production to be
increased to eight buses per day.
1977
Bus of the Year 1977
A year after the introduction of the
new series, the Setra S 225 HD was
honoured by journalists with the
“Bus of the Year 1977” award. The
jury was especially impressed with
its comfortable equipment and
interior space conceived for
enhanced passenger wellbeing.

The eighties | 21
A decade rich in highlights
In the eighties, the world is treated to one highlight after another. Pink Floyd forever changes
the notion of rock concerts with its multimedia extravaganza, CD technology takes over
the market, a wedding in the English Royal House captures hearts worldwide, and the fall
of the Berlin Wall puts an end to the decade-long conflict between East and West.
Source: NASA/T.Cryder
1981 marks the launch of the Space Shuttle, the
world’s first reusable spacecraft, acclaimed as a
technological masterpiece. For the first time in the
history of space travel, a launch system is actually
manned on its maiden flight.
1981
1985
1989
Prince Charles’ and Lady Diana’s wedding in Saint Paul’s Cathedral in London
attracts a record 750,000 spectators worldwide.
The Live Aid Concerts, initiated by Bob Geldorf in 1985 to support Africa, and
which take place concurrently in London and Philadelphia, are the biggest rock
concerts ever held.
Source: the German National Archive
In November 1989, the Berlin Wall falls. Germany and the entire world celebrate
the end of the Cold War.
The very first four-metre-high, double-decker bus, the Setra S 228 DT, becomes
the undisputed highlight of Setra’s touring coach range.

22 | The eighties
The eighties | 23
1987
A coach reaches
for the stars
At the 1988 Autobus Meeting International in Poreç,
the Setra 216 HDS’s solar roof is honoured as a
technological innovation.
T
he eighties are a decade
packed with superlatives,
and technological progress
makes giant strides. In Ulm, in
1981, the new Setra S 228 DT
quite literally reflects a belief in
“bigger is better”: the first Setra
double-decker coach is the
unchallenged star in the Setra
sky. With its two passenger
levels, it represents a true example
of Setra fully capitalising on its
great experience with the 200
series HDS models. Many proven
components and standard
program parts are incorporated
into the S 228 DT. But this coach,
with its combination of timeless
elegance, outstanding value
retention and functionality, takes
things a big step further.
1981
The epitome of comfortable travel
Its distinctive styling and imposing
aerodynamic front, without cumbersome
overhangs, soon become the
Setra S 228 DTS’s most distinguishing
trademarks. The attractive,
streamlined coach soon embodies
the best possible advertising vehicle
for many operators. This truly
exceptional coach combines
extraordinary handling and drive
qualities with high safety standards.
And, it soon epitomises the whole
notion of ultra-comfortable coach
travel.
Its popularity is reflected in amazing
sales of 1,104 units from 1982
through 1983. The four-metre-high
luxury coach is well received not
only in Germany, but also abroad: in
England, Sweden, Denmark, France,
through to Switzerland as well as
Italy and Austria. Even in the tiny
Republic of San Marino, the Setra
double-decker bus is a coveted
favourite.
ABS for everyone
In 1984, yet another milestone is
achieved. This time in terms of
safety: Kässbohrer is the first
European commercial vehicle
manufacturer to initiate standardseries
integration of ABS in all its
buses and coaches – an achievement
culminating ten years of
development and testing. As early
as in 1970, work on the antilock
braking system had begun in Ulm,
although at the time sufficient
sensors, electronic components,
and pressure control valves were
not available. It was only in 1982
that the system, which was developed
in collaboration with Bosch,
could be introduced.
A new beginning in the USA
The fifteen-row S 251 HDH super
high-decker defines 1984 as a time
of new beginnings in the US market –
almost exactly 30 years after the
Silver and Golden Eagle. Experts
praise the combination of advanced
European coach design with
American components. Encouraged
by four successful years and 200
units sold, a version targeted to the
European market, based on the
same type, is launched in 1988
under the “Transcontinental” name.
An innovative coach rooftop
In 1988, Kässbohrer once again
introduces a cutting-edge innovation
when it presents another world
premiere at the Autobus International
Meeting in ex-Yugoslavian Poreç –
a Setra S 216 HDS with a sunroof!
The roof makes use of sun energy
for the coach’s ventilation system
and service equipment, without
requiring power from the vehicle’s
battery. And, for this very reason,
Setra is honoured with the highest
award in the “Technological Innovation”
category.
Let’s talk comfort
At the 1986 IAA, the Kässbohrer
S 228 DT Bistro Coach attracts a
great deal of attention, bringing to
life the whole idea of Setra’s
commitment to customisation. A
coach tour is virtually transformed
into a restaurant visit – a very
appealing idea in the bus world.
Although approximately 20 seats
are sacrific-ed for the bistro
installation, the unparalleled luxury
this can offer to customers makes
the effort more than worthwhile.
1988

The nineties | 25
A time of great change
The
The “golden nineties” – the years between the fall of the Berlin Wall and 11 September
2001 – emerge as a time of worldwide upswing and major changes in freedom, democracy,
and economics.
nineties
1990
On 3 October 1990, the Germans in the East and West come together to celebrate
the reunification of their nations. Peaceful mass demonstrations in East Germany
precede this historic moment.
The first commercial internet provider is introduced in 1990, paving the way for
the WWW, originally developed by Tim Berners-Lee. It connects over 100 nations
with more than 600,000 hosts and close to 5,000 networks.
1992
Mobile phone communication undergoes widespread distribution, forever altering
the world of electronic communication. From this point onwards, text messaging
(SMS) is commonly used to communicate.
With the Love Parade in Berlin, a new kind of mass protest movement is born.
Instead of demonstrating, the crowds dance to techno music.
Also in Ulm, a major change is taking place. Not only is the 300 series introduced
to the market, but the EvoBus company is founded as well.

26 | The nineties
1991
International upheaval
brings the world together
The nineties | 27
In 1998, the S 319 – an absolute winner
in the 300 series – is selected by readers
of trade magazines “lastauto
omnibus” and “transaktuell” as
Regional-Service Coach of the Year.
R
arely have such wideranging
changes favouring
peace and democracy
been experienced all around the
world, as in the nineties. These
not only influence international
understanding and people’s
freedom in a very positive way,
but also lead to a global economic
upswing. The world is
moving closer together. Also in
Ulm, the “golden nineties” entail
innovation in terms of a new
series, as well as the historic
merging of two automotive
legends.
A new series with an all-new face
A “may bug”, “rabbit with floppy
ears”, or even “Dumbo” ... when
launched in 1991, Setra’s innovative
integral mirror system, which gives
the 300 series its new face, is
greeted with smiles and a variety
of nicknames. Its practical benefits,
however, quickly prove themselves,
and within just a few years, the
system becomes one of the key
differentiating factors of the 300
series, along with the distinctive
sweeping line behind the driver’s
cockpit. The electrically adjustable
mirrors, which can also be heated,
allow the series to be recognised
from a distance. Other manufacturers
also acknowledge the
advantages Setra’s mirror system
offers – which significantly increases
the driver’s field of view – and equip
their vehicles with similar systems.
On the inside, the 300 series
features several technological
innovations and refined details.
Passengers enjoy a uniform interior
climate, even when the exterior
temperature changes, thanks to the
1992
cross-flow technology used in the
air conditioning and ventilation
system. The high functionality
offered by the ergonomically
designed cockpit, with standardseries
multifunction display,
optimises communication between
driver and coach – making a further
contribution to safety. The new
series not only pampers its passengers,
it also takes care of the
environment, with its use of
recyclable materials. Experts are
clearly impressed with the new
series’ high-quality touring coaches.
A year after its launch, trade
journalists honour the S 315 HD
with the coveted “Coach of the
Year” award.
Wind of change in Ulm
What is happening on a large scale
around the globe – with nations and
economies coming together – also
takes place, on a smaller scale of
course, with the Mercedes-Benz
and Setra coach and bus divisions
which join to form the EvoBus
company. OMNIplus, the shared bus
and coach-specific service brand,
is created to deliver after-sales
support. It grows into Europe’s
largest bus-specific ServiceNetwork
for Mercedes-Benz and Setra
coaches and buses – offering fast
and reliable service.
The first Setra Grand Prix
In April 1992, Kässbohrer holds the
first “Setra Grand Prix” in Ulm.
131 bus drivers from seven European
countries participate in the event,
demonstrating their technical
expertise, knowledge of the new
300 series, and driving skills on a
challenging track. The driving tests
are completed with six Setra
S 315 HD coaches – with precision
and driver responsiveness in the
foreground. The first Setra Grand
Prix is a resounding success and,
over the next decades, its popularity
continues to grow.
Top, Comfort, Multi:
classifying the Setra range
To facilitate understanding of the
range and its nomenclature, Setra
structures its bus and coach offering
into three categories:
• TopClass is the designation for
Setra’s luxury touring coaches
• ComfortClass stands for Setra’s
cost-effective, comfortable touring
coaches
• MultiClass covers regional-service
and urban transit buses, referring
to their multifunctional applications.
1996

The new millennium | 29
The new
millennium
Mobility without borders
The pursuit of mobility continues to escalate in the early 21 st century. People are spending
more and more time in space, and thanks to GPS, it has never been easier to navigate through
neighbouring countries – which now share a common currency in Europe. With its new generation
of coaches, Setra is making a clear contribution to enhancing the world’s mobility.
2000
Beginning in May 2000, the Global Positioning System (GPS) offers highly
accurate positioning information – often with a less than 10 m deviation –
for civil applications.
In November 2000, under the name ISS Expedition 1, the first long-term ISS
International Space Station residency project is initiated. The three-person team
remains on board for four months.
2002
Source: the German National Archive
On January 1 2002, the Euro is introduced as the new currency in 17 European
countries. Strengthened trade among eurozone members is expected, as well as
increased openness to spontaneous travel.
Virtual mobility is experienced in social networks such as facebook and twitter.
Friends get together and new friends are made online. The other side of the world
has never appeared to be this close or this accessible.
A new dimension in mobility is also experienced in Ulm: the TopClass 400
celebrates its world premiere. The new series takes over the high-end luxury
segment, setting new standards in technology, comfort and design.

30 | The new millennium The new millennium | 31
2002
A new century begins
The new TopClass 400 was launched in early 2001.
A year later it was honoured with the coveted
“Coach of the Year 2002” award.
H
igher, faster, further –
the new century enters
with a bang. Moderation
and deceleration were yesterday.
Today, the focus is on moving
ahead – as quickly as possible.
Whether in satellite technology,
aeronautics or in social networks,
our planet certainly appears to be
turning at a faster pace than in the
previous century. Mobility is most
definitely here to stay. And Setra
is going a long way towards
supporting the trend towards
enhanced mobility – with its
beautifully conceived new series
which exceeds all expectations in
coach technology, comfort and
design.
“Experience the uniqueness
of Setra”
In Setra’s 50th anniversary year,
the new TopClass 400 series is
introduced – with models S 415 HD,
S 415 HDH and S 417 HDH. Following
the maxim “Experience the uniqueness
of Setra”, Setra treats an
audience of 5,000 to a spectacular,
futuristic show presenting the nine
magnificent new models. With the
TopClass 400, Setra once again
achieves a milestone in coach
engineering and design. For the
utmost in luxurious travel, it offers
comfort-oriented features such as
ergonomically designed seats, multimedia
systems and versatile galley
installations. The ergonomically
designed “TopDrive” cockpit
beautifully combines functionality
and aesthetics, so that the driver
can fully concentrate in his task,
for enhanced passenger safety.
Symbiosis of form and function
At the Kortrijk Busworld trade show,
no more than eight months after its
introduction, this new generation of
coaches is honoured with the
“Coach of the Year 2002” award.
The jury refers to the coaches’
combination of convincing technology
and striking design as “the
flawless symbiosis of form and
function”. The TopClass 400 also
delivers state-of-the-art technology
in terms of safety, with the following
equipment as standard: disc brakes,
the Electronic Braking System (EBS),
Antilock System (ABS), Anti-Slip
Control (ASR), Brake Assist (BA) and
Electronic Stability Program (ESP).
All good things come in threes
The extension of the 400 series,
through the introduction of the
ComfortClass 400, follows in the
year 2003. These cost-effective
coaches feature outstanding design,
a newly developed cockpit and a full
series of technological innovations
both on the inside and the outside.
And, since all good things really do
come in threes, the new MultiClass
400 regional-service buses are
introduced in September 2005.
With the launch of the low-entry
S 415 NF at the 2006 IAA, Setra’s
complete model portfolio is upgraded
to the new 400 series. Over
a period of about five years, more
than 20 types and models are
developed. The MultiClass 400
targets a wide spectrum of line and
excursion applications, with the
buses delivering high-level versatility
and cost-effectiveness. During the
week, they can be used for line
service work, and on weekends,
they are ideal for excursions.
The flagship
The flagship of Setra’s premium
range is the 13.89-metre long,
four-metre high double-decker
coach – the S 431 DT – which is
introduced at the IAA for Commercial
Vehicles in Hannover in 2002.
The TopClass 400 showpiece is
developed from scratch and
represents a significant improvement
over its predecessor, the 328 DT,
especially in terms of cost-effectiveness.
Its exterior width of 2.55
metres, seating capacity expanded
by up to four seats, longer service
intervals and larger luggage compartments
all contribute to this.
Safe assistants on board
In December 2008, the first Setra
with Active Brake Assist (ABA) is
delivered – another significant step
towards enhanced coach safety.
The ABA, also known as Emergency
Brake Assist, reacts to vehicles
ahead which are driving at a slower
speed. Should there be danger of
collision, following a series of
warnings, this unique feature kicks
in with a full emergency brake.
In combination with the Adaptive
Cruise Control (ART), the ABA uses
sensors to recognise vehicles
driving ahead. The system goes a
long way towards actively avoiding
collisions, while saving operators
money through lowered insurance
premiums.
2008
2006

The anniversary year 2011 | 33
A year of anniversaries
In 2011, many well-known companies, discoveries and organisations are celebrating anniversaries.
But in the automotive sector, it truly is a landmark anniversary year, with not
only the automobile but also the bus and the very first Setra celebrating their birthdays.
125 years ago, Carl Benz applies for a patent for his legendary motorcar, laying the
foundation for the triumph of the automobile.
100 years ago, the first film studio in Hollywood is founded. Only nine years later,
80 percent of all American films are filmed there. A key benefit: the California sun
always guarantees the best lighting conditions.
Source: Wikimedia Commons
The first Monte Carlo Rally is also 100 years old. It was initiated by Prince Albert I
of Monaco to enhance the Principality’s tourist appeal during the winter season.
100 years ago, Karl Kässbohrer builds the first coach; 60 years ago, the first
self-supporting coach. Setra is celebrating these major anniversaries with several
activities, incl. a party in Ulm, opened by Lothar Holder, Executive Managing
Director Sales Setra Buses and Coaches.

2011
Celebrating all year long
I
n
34 | The anniversary year 2011 The anniversary year 2011 | 35
2011, you simply can’t
avoid all the celebrating
taking place at Setra. Not
one, not two, but three anniversaries
will be commemorated in
Neu-Ulm. Along with the 125 th
birthday of the automobile, at
Setra, the focus will be on celebrating
100 years of coach and
bus expertise and 60 years of the
Setra brand. And of course, it’s
a given that the great big Setra
family comes together to celebrate.
Young in spirit and young at heart
On the evening of 13 May 2011, at
the CustomerCenter in Neu-Ulm,
where new vehicles are passed
on to bus operators from all over
Europe every day, the tables are
finely decorated for a celebration.
700 invited guests have come to
commemorate the 60 th anniversary
of the coach brand from Ulm. At
19.00, all eyes are on the vintage
Setra, chauffeuring Lothar Holder,
Andreas Renschler and Hartmut
Schick to the CustomerCenter.
Lothar Holder, Executive Managing
Director Sales Setra Buses and Coaches,
opens the ceremony with a
few moving words: “Setra’s milestone
birthday is a welcome occasion
to take a look back together at the
many highlights we have experienced
over the past, and of course
to celebrate. Setra is 60 years old
– and this is something we can all
be very proud of. Setra is a very
special brand. With its spirit and
philosophy, it has succeeded in
remaining unique and young at
heart over the last six decades.”
A very special anniversary gift
Daimler board member Andreas
Renschler couldn’t agree more:
“While at 60, some may be thinking
about retirement, for Setra, things
are just beginning!” He isn’t only
referring to the many new products
to come in the future, but also to
the anniversary surprise which has
yet to be revealed near the stage.
Hartmut Schick, Head of Daimler
Buses, and Lothar Holder, finally
uncover a truly special coach, the
100,000th Setra ever produced.
The anniversary coach is a Special
Edition S 416 HDH, which Setra
has introduced to the market to
commemorate its anniversary. This
TopClass coach will from now on be
the proud property of the Ulm bus
operator Baumeister-Knese. With its
high-quality upholstery, staggered
seating, Front Collision Guard (FCG),
and Brake Assist (ABA), it is the
epitome of elegance, comfort
and safety – once again bringing
together Setra’s key areas of
expertise.
“No distance is too great for
Setra”
But first, curtains up for the popular
“Pomp Duck and Circumstance”
performers, who accompany the
evening’s guests on their journey
through Setra’s history. The performances
bring to life historic
highlights, opening up a fascinating
review of the past. Lothar Holder
promises many more surprises:
“For us, no distance is too great.
This also applies to our employees.
When it comes to making Setra
coaches and buses even safer and
more advanced, there are no limits
to their inventiveness.” Setra guests
leave the ceremony with a birthday
cake and a compass in their bag.
Engraved on the compass: “Setra –
pioneer and partner. Together, we
set the direction. Together, we reach
our goal.” “Yes we will”, adds a
smiling guest as he leaves the party
and heads home.
Pure fascination:
The Setra Special Edition
Setra is commemorating the 2011 anniversaries
with an exclusive “60 years of Setra” TopClass
Special Edition. The limited, special-edition
coach features a design and equipment
package that embodies everything the
TopClass stands for: outstanding comfort,
customised luxury, exemplary safety and
innovative technology. The vehicles, ranging
from the compact S 411 HD through to the
S 431 DT double-decker, are available with
attentive details such as a lit Setra logo at the
front entrance and a numbered limited-series
plaque in the cockpit area.
At the 2011 Grand Prix, 25 Setra coaches and 320
people came together to create a 3D Setra logo for
the anniversary shot – taken from a helicopter at a
height of 40 metres.

The 21 st century | 37
The journey goes on
Let’s imagine, just for a moment, that we suddenly wake up in the year 2030. What will it
be like to live on planet earth? What role will the coach play? And, more specifically, what
position will Setra take on in tomorrow’s transportation market? Join us on a fantasy tour
of the 21 st century’s mobile society.
The great majority of households will own an electric car which can simply
be charged at home via an electrical outlet.
We can assume that cars will no longer produce smog, so the cities of the future
will be a lot cleaner. Thanks to solar technology, homes will be able to produce
more energy than they can actually use.
It is quite conceivable that, at some point during
the 21 st century, cars will accelerate, brake and
steer on their own. Perhaps, via signals, they will
even recognise other vehicles or identify nearing
traffic congestion.
Housing will be a lot different as well. Gardens located behind the home will be
a thing of the past. In 2030, gardens will be located on flat roofs.
At Setra, the bus will represent much more than a method of transportation. It will
have become a mobile communication centre. Equipped with high-tech information
systems, tomorrow’s Setra will offer fast, personalised and close to zero-emission
travel.

38 | The 21 st century The 21 st century | 39
Setra at the forefront
of coach travel in the future
M
obility will continue to
play a key role well
into the 21 st century.
To minimise urban pollution to
the greatest possible extent,
it is quite conceivable that many
buses will be driven by hydrogen
technology. They will most
definitely be safer than ever –
with highly intelligent systems
to support the driver in seeing,
hearing and steering. This is why
advanced new technologies are
being developed in Neu-Ulm,
to meet the ever increasing need
for innovative mobility concepts.
And, if the trend towards decreasing
household sizes persists,
“reurbanisation” will continue –
with many singles and increasing
numbers of seniors returning to
urban environments for the
quality of life they offer. This
represents an exceptional opportunity
for public transit to provide
a comfortable alternative to
traffic congestion and insufficient
parking.
The coach takes over
long-distance line travel
With increasing energy costs and
regulatory eco-restrictions, reduced
mobility budgets will result in
cost-effectiveness playing an even
more important role in the future.
Cheap line air travel and longdistance
car journeys will be used
with increasing rarity – a trend
Setra is well positioned to capitalise
on, with the coach being ideal for
long-distance travel. The liberalisation
of the European long-distance bus
network will contribute to more and
more travellers using the coach.
Bottlenecks in public budgets will
result in reduced investment in
track systems. Setra will continue to
work on customised bus concepts
delivering significant competitive
benefits to those bus operators
who are prepared to invest in safety,
comfort and, of course, cost-effectiveness.
A spontaneous trip?
By coach, of course
Passengers in more remote areas
will most likely be booking their bus
travel online or via Smartphone.
Timetables, personal agendas and
geo-coordinates for take-off/
destination will all be linked. The
latest-generation Setra MultiClass
could be fully equipped with highly
versatile receivers – with Setra
transforming the coach from a
straightforward method of transportation
to a complete, mobile
communications centre.
Travel comfort in the future
Setra will continue to set the
standard in coach travel comfort.
It is conceivable that seats could
actually adapt to individual body
shapes, to changing body temperatures,
with light sensors dimming
surrounding light as soon as the
guest’s eyes close for rest. Furthermore,
each guest could have access
to a personal entertainment system
with, for instance, a hologram in the
window showing information on the
itinerary, which could be added to
touchscreen and publicised via
online networks. Also, in the future,
the bus driver could take on a new
role: through the incorporation of
supportive driving systems, the
driver could become more of a
service manager, dedicated to
guests’ wellbeing and comfort.
Tomorrow’s Setra could in fact be
driven via autopilot on virtual tracks
with, for instance, electronic
adaptive cruise control adjusting
automatically to the flow of traffic.
Reliability and cost-effectiveness
With ever increasing requirements
being placed on ecology and
efficiency, will tomorrow’s coaches
really offer significantly enhanced
cost-effectiveness? Setra has been
focusing on these key issues for
many years now. In 2020, the use
of parallel hybrid drives in regionalservice
applications – combining
combustion and electric engine
systems – is certainly a possibility,
in view of saving fuel, costs and
weight. Not only cost-effectiveness
will improve, but also reliability.
For instance, a new electronic
Self-Repairing System, or SRS,
could identify and correct technical
defects, with data being collected
centrally at OMNIplus and then
synchronised during the next online
check-in.
A future in motion
The future of the coach sector and
that of Setra could conceivably
reflect what we have described here
– with concepts taken from current
R&D efforts, as well as from the
crystal ball. We can assume that
a lot will be exactly as anticipated,
and that just as much will be
different than anything we can now
imagine. In any case, we guarantee
that the future will be, to say the
least, fascinating! You can look
forward to some very exciting future
developments – many of which you
can work on with us. And, we are
really looking forward to taking on
the future with the Setra family.
Driving a future with clean air and green cities – a vision or, perhaps soon,
reality? One thing we do know: Setra will be part of it.