Roberts Hawaii Expands, Rebrands and Drives Forward With Aloha

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Hawaii’s largest transportation company embarks on series of improvements beginning with an expanded fleet.

Continuous improvement and re-investment in our equipment and products are a critical component of our ongoing effort to be the best provider of an excellent Hawaii experience.

Hawaii’s largest tour and transportation company is expanding its fleet with 20 brand-new Prevost touring motor coaches, an investment that marks the beginning of a series of improvements being planned by Roberts Hawaii, a 70-year-old Hawaii-based company.

The new motor coaches have already arrived in the islands and will soon be phased into service throughout the state. The new vehicles are equipped with three-point seat belts that meet the industry’s highest safety standard, electronic stability control, GPS tracking capabilities and a front kneeling suspension system for easier entry and exit from the bus. The vehicles’ engines are among the most environmentally advanced in the industry, coupling lower fuel consumption with near-zero emissions of particulates and nitrogen oxides – above and beyond the Environmental Protection Agency’s new 2010 emission standards.

Other features of the new motor coaches are designed to enhance passenger comfort, including ergonomic seats, larger viewing windows, superior sound systems, new DVD players, flat screen TVs, on-board lavatories and larger overhead luggage space. Collectively, the new coaches have a total carrying capacity of more than 1,100 passengers.

“Continuous improvement and re-investment in our equipment and products are a critical component of our ongoing effort to be the best provider of an excellent Hawaii experience, whether our guests are experiencing one of our many tours or activities, or just need transportation from one place to another,” said Percy Higashi, president of Roberts Hawaii. “We plan to continue updating our vehicles such that Roberts Hawaii will always have one of the most modern fleets in the state, with the latest safety and comfort features available on the market.”

Along with the new motor coaches comes a whole new look and logo, which is being debuted on Roberts Hawaii’s fleet this month. The green hues and Hawaii-themed graphics grew from a new mission statement developed by a team of employees representing every division within the company. Every new vehicle will carry Roberts Hawaii’s new slogan, “Driven With Aloha.”

“Roberts Hawaii began 70 years ago on Kauai with a single taxi cab. With an entrepreneurial spirit and a lot of hard work, we’ve grown into a one of the largest employee-owned businesses in Hawaii,” Higashi said. “Our new phrase, ‘Driven with Aloha’, began as a safety initiative, and grew from there to represent our mission statement and core values. It reflects our commitment to continually move forward in terms of safety, quality, and respect for each other and our island home. It’s a promise to ourselves and our customers.”

A noticeable change in the new logo is the absence of the iconic Roberts Hawaii rabbit. Higashi said that, while the rabbit has served the company well for many years, it was time for an update. “The rabbit will get to enjoy semi-retirement,” Higashi said, “and the new look does a wonderful job of embracing our local roots in an attractive and more contemporary manner.”

Going forward, Roberts Hawaii has plans for further improvements, including adding more mini-buses and other vehicles to its fleet, and introducing new products and services.

“Getting our new buses is like getting a brand-new car, it’s very exciting,” Higashi said. “So we’re looking forward to bringing more great things to fruition in the coming months.”

Roberts Hawaii is the state’s largest tour and transportation company, with an unmatched fleet of approximately 900 vehicles and a full line of tours, entertainment options and ground transportation services on four islands: Hawaii, Kauai, Maui and Oahu. The company also owns the award-winning Magic of Polynesia show and the world’s largest Polynesian catamaran, the Ali`i Kai. Established in 1941 with a single taxi cab on the island of Kauai, Roberts Hawaii today is one of the largest employee-owned businesses in the islands, with about 1,400 employees. For more information, visit


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