Dato’ Abu Hassan Awang, owner of Cosmic Express, firmly believes that quality always pays off.
Driving Comfort and Sustainability: Cosmic Express’s Road to Growth
Since taking over a struggling travel and tour agency in 2000, he transformed it into a well-recognised express bus service operator that is known for its top-tier coaches and commitment to passenger comfort.
Cosmic Express now operates a fleet of 70 coaches that is exclusively built with top Continental brands and fueled by quality diesel from a single trusted multinational supplier. Each new coach added to the fleet is a personal project for Dato’ Abu Hassan, who spends days at the bodybuilder to carefully design its exterior and interior.
The company’s coaches stood out for their elegant colours and motifs; striking but never loud. Inside, there exudes a warm, inviting space with plush fabric seats finished in darker shades with subtle graphics to make the entire journey restful.
“The best compliments come from passengers who say they sleep throughout the journey and wake up only at their destination,” he said.
A major turning point for Cosmic Express came in 2020, when the company added 10 MAN double-deck coaches to its fleet. “MAN engineered a chassis that offers unmatched ride comfort and powerful performance on highways and road inclines. Our current fleet of Euro III-spec MAN coaches also delivers impressive fuel savings,” he noted.
The fuel economy and reliability supported the decision to invest on MAN coaches, which required a massive step of faith after entrusting his fleet to just one other European brand previously.
Eye opening moment
Dato’ Abu Hassan first encountered MAN at the 2019 Busworld Exhibition in Brussels. “Most operators I met used MAN and that sparked my interest. Back in Malaysia, only one express bus operator was using MAN at the time and the company was struggling. Everyone advised me against it but I went ahead and bought 10 vehicles.”
That leap of faith has since been validated. Today, Cosmic Express is expanding its fleet with 40 Euro V-specification MAN RR5 double-deck coaches, a move that aligns with the company’s sustainability goals and fleet renewal strategy.
“Some of those who doubted the decision now followed suit and bought MAN coaches,” he added.
Cosmic Express recently received approval to operate services to Singapore, a milestone that opens significant growth opportunities. “Serving an international clientele demands high standards and we’re ready. Our investment in Euro V-specification MAN coaches is timely as they meet the strict emissions and safety requirements of the Singaporean authorities,” he said.
The move is part of a broader push to reduce carbon emissions in the transport sector. While the transition to Euro V means higher costs, particularly with the use of AdBlue exhaust fluid, he believes it is the right step. “We must invest smartly. MAN coaches are competitively priced and proven to be highly durable and reliable. The significant cost savings in fuel and the minimal downtime help to balance the extra cost.”
The lucrative Singapore route would certainly help the company, which experienced many ups and downs over the years, achieve the next level of growth.
Cosmic Express’s journey wasn’t easy. After clearing its debts within three years of the takeover, the company had to pivot from tourism to express bus services in 2008 due to the bird flu pandemic. It enjoyed seven years of profitability before the Covid-19 pandemic again disrupted operations.
Test of resilience
“This business really tests our resilience. We stay strong and look at the bigger picture. Even if only three passengers show up, we run on schedule because it’s a public necessity, especially for students who need to travel from their hometown for tertiary education,” said Dato’ Abu Hassan.
He acknowledges the challenges facing the industry; regulated fares, rising highway congestion, high capital costs and mounting maintenance expenses. Yet, he remains focused on long-term sustainability and innovation.
Moving forward, Cosmic Express aims to expand its services to Thailand, a market Dato’ Abu Hassan sees as full of potential. In the meantime, he also focuses on industry reform in his new role as Chairman of Persatuan Pengusaha Bas Ekspres Melayu Semenanjung Malaysia (PEMBAWA).
“There are serious safety issues to tackle — outdated driving school syllabuses, poor driver competency and a lack of road enforcement. I’ve made it clear to my drivers that any misconduct would be dealt with firmly. We haven’t received a single AES summons this year. We need to work closely with the Government to tackle a host of issues, especially on road safety. For example, the syllabus in driving schools is outdated, which led to lousy drivers. They should be made to undergo refresher courses annually to ensure their competency. There is also not enough surveillance and enforcement on the road that led to instances of lorries overtaking express buses.”
As some of Cosmic Express’s MAN coaches reach five years of service, they’re redeployed to shorter routes. The company also leverages its involvement in football sponsorships by assigning these coaches, rebranded with team liveries, to transport the Kedah and Police football teams in style and comfort.
While Dato’ Abu Hassan’s true passion lies in hockey, his strategic use of sports marketing built strong brand visibility for Cosmic Express. It’s one more smart move from a businessman who made quality, discipline and resilience the hallmark of his success.
