Blue Bird Corporation:
Transportation with Cherished Traditions
from Trust the Leaders Issue 5, Fall 2003
The year 2003 marks Blue Bird’s 76th anniversary. Founded in 1927, Albert Luce pioneered the first school bus — Blue Bird No. 1. His vision guided Blue Bird through the Great Depression, tragic wars and a fire that destroyed his plant in Fort Valley, Georgia. His vision, leadership and determination became the foundation of Blue Bird.
A valued Smith, Gambrell & Russell client for more than 30 years, Blue Bird is the only bus manufacturer that produces school buses, commercial buses and recreational vehicles from start to finish. The Luce family began Blue Bird because they saw a critical need for safe, economical school bus transportation. School buses carried precious cargo, and the Luce family wanted to ensure that children arrived at school safely. The company successfully communicated the need for safe school transportation, and business boomed.
While Blue Bird was deep in the school bus manufacturing process, World War II erupted and school bus production ceased. For the most part, the only buses produced were for the transport of war workers and soldiers to and from military bases. But what could have taken Blue Bird out of operation instead became Blue Bird’s means of contributing to the war effort. Blue Bird answered its country’s call by quickly constructing ambulances and supplying buses to the government for the war effort.
Blue Bird continued to prosper over the coming years and, following the war, developed new, innovative school buses and increased efforts in the export market. To meet increased demand, Blue Bird built additional facilities throughout North America.
In the late 1950s, Blue Bird made another strategic growth decision to expand its market and begin manufacturing other modes of transportation. With this expansion came the birth of the first Wanderlodge, Blue Bird’s luxurious motor coach, which rolled off the assembly line in 1963. Today, motor-home aficionados all over the world view the Wanderlodge as the “top of the line.”
The company’s success in the school bus and motor coach markets provided Blue Bird the opportunity to once again venture into other transportation segments. In the early 1990s, Blue Bird began manufacturing commercial buses.
Thanks to its past successes, experiences and strategic vision for the future, Blue Bird has announced new products in each segment of the market it serves: school bus, public transportation and motor homes. “Today, Blue Bird embarks on an aggressive growth strategy,” said Richard Maddox, Vice President and General Manager, School Bus Business Unit of Blue Bird. “We are securing our future by broadening our business base.”
The future holds much promise for Blue Bird. With more innovative products in the works, there is no doubt Blue Bird’s next major milestone — the century mark — will be cause for even greater celebration. “Our current — and growing — product offerings are a direct result of 76 years of experience,” Maddox said. “Blue Bird’s rich history has afforded us many opportunities, but more importantly, our vision is towards the future.”
Blue Bird has nearly 3,000 employees, four manufacturing facilities in three countries and an extensive network of dealers and service-parts facilities across North America. For more information, visit bluebird.com.
