Featuring Southern Coach

By Peter G. Hempenstall, NTEA Director of Outreach

This article was published in the September 2019 edition of NTEA News.

NTEA recently crossed paths with Southern Coach, a privately-owned distributor member headquartered in Kernersville, North Carolina, between Winston-Salem and Greensboro. Founded in 1979 as an upfitter of high-end custom vans and trucks, the business now focuses on commercial and fleet vehicle upfits.

Southern Coach is a large-volume distributor for Reading Truck Body and Adrian Steel. The company is a GM, Ford and RAM bailment pool — reaching as high as fourth largest in volume with GM. Since the beginning, the organization’s goal has remained the same — build the finest quality upfit possible. The company facilitates bringing work-ready vehicles to dealerships in North Carolina, South Carolina and Virginia.

Southern Coach’s success is based on two fundamental principles — supporting the best dealership customers in the industry and building an outstanding team of employees. These ideals result in top-quality workmanship and products, and award-winning customer service. The business earned Gold (first place) in the General Motors Dealer Satisfaction Survey program.

John D. Link founded the company in Greensboro, North Carolina, and still owns and operates the business. As Southern Coach grew, it moved to larger facilities in Greensboro twice, and in 1993, settled in its current Kernersville location. The site has a main building housing offices, quality control and specialty upfitting; a primary upfit building; and a storage facility with capacity for 500 chassis. Facilities are situated on more than 10 acres and include 30,000 square feet of space. With 35 employees, the organization prides itself in being right-sized to survive global economic challenges and ensure customer satisfaction now and in the future.


Southern Coach has one of the highest volume body mounting facilities in the industry. Learn more at southerncoach.net.

Southern Coach has been an NTEA member since 2006 and is part of the Association’s Member Verification Program (ntea.com/mvp), which recognizes eligible companies in the work truck industry for outstanding business practices and successful implementation of quality standards.

For more information, visit southerncoach.net, call 336-996-6807or stop by 960 Old Winston Road in Kernersville.