New Jersey Shop Turns Coach USA Buses into World Cup Billboards

General manager Bernhard Obry spearheaded the initiative after moving the company’s digital printing operations in-house last year. By utilizing two Roland DG TrueVis XP-640 printers, the team managed a grueling 16-hour-a-day production schedule to meet demand from advertisers including Lay’s Bandwagon, Kalshi, and Buchanan’s Deluxe. The facility, which spans 45,000 square feet, serves as both a repair shop for Class 8 vehicles and a print lab, allowing for the rapid design, production, and application of wraps the moment buses finish their commuter routes.

Securing materials required significant logistical planning, particularly for the Lay’s campaign. Obry noted that the brand’s signature yellow gradient required such a high volume of specialized eco-solvent ink that he effectively cornered the local supply. To handle the installation volume, the shop expanded its workforce with six outside contractors, ensuring that the buses—which serve double duty as tournament shuttles—remained on the road with minimal downtime. Following the conclusion of the World Cup, the team plans to strip the graphics and transition back to a standard production cycle, having successfully turned the tournament’s local microeconomy into a proven revenue stream for the company.