Novelo’s introduces luxury bus service

Thirty years ago, David Novelo Sr. began a brand new bus service in Belize. Over the years the company has grown and this weekend, his four sons and daughter were proud to carry on the tradition by introducing two luxury line Mercedes Benz buses. They will begin running along the nation’s highways in the next three weeks. Although Novelo’s won’t give details of the new routes just yet, saying the secret is part of their “marketing strategy,” the company didn’t mind showing off the new buses on Saturday night in Santa Elena, Cayo. David Novelo Jr. says the company will be targeting both tourists and the local traveler who wants comfort and convenience.

David Novelo Jr.

“In the past we were not aggressive with tourism because basically we felt we needed to prepare ourselves to find the right product. We chose Mercedes Benz buses to be, not only because they are top of the line luxury buses the world can offer but because of the availability of parts, services. We feel that Belize City has progressed into the tourism arena and we are acquiring a lot of European tourism. And when they see the name, the trademark of Mercedes Benz, they know they will be receiving quality.

We are trying, targeting a sector of the market that people… We are trying to let them decide that there is a good service being provided by Novelo’s Bus Service. As you know, it’s easier, more relaxing, more comfortable and cheaper to travel on a bus, rather than to increase wear and tear on my vehicle. We feel that people when they are encountered by such a service they will be very overwhelmed, you know.”

Two Novelo’s bus drivers have already undergone training at the Mercedes Benz headquarters in Guatemala. In an attempt to cash in on the luxury car market in Belize, another division of Novelo’s, Novelty Enterprises, is now selling Mercedes Benz cars. They will inaugurate their full service garage in Belmopan this March.