According to ABA president Peter Pantuso, the last time most Americans took to the road in public transport was in the yellow bus that took them to school.
Persuading them to take their first trip on a modern coach is the toughest task he faces.
Not so 70 years ago. The heyday of long-distance coach travel in the US was during World War II, when seats on Greyhound buses were filled to capacity with troops and civilians.
The industry tried to capitalise on its new-found popularity with high-profile marketing campaigns but the rapid growth in cheap air travel and car ownership during the 1950s sent it into steep decline and it was steadily relegated to the margins.
It is unlikely to ever recapture its wartime glory years - the US is simply too big to make coaches practical for most travellers.
But rising petrol prices and a new breed of British-owned discount operators, based in the densely populated north-east corridor, have made the coach a viable alternative to the car, plane or train for a growing number of travellers.