The Renaissance Coach provided an opportunity for MCI to win back this market share. MCI used to concentrate primarily on reliability. Each coach is expected to last for twenty years and be driven for six million miles. MCI's warranty covers one million miles and five years. MCI's competitors had European styling and many amenities.
Customers expect amenities, such as TVs.
MCI was traditionally a function-based company. It saw the development of a new tour coach as an opportunity to undertake a radical change in its relationship with customers, suppliers, data management, tooling and facilities, etc. The product development team performed a strategic analysis which involved an assessment of customers, legislative and regulatory matters, and information management. The team had to decide early who the customer was. Traditionally, the customer was viewed as the coach operator.