Hino SA

Hino SA having a good year despite economic climate

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"Hino South Africa is having a good year in terms of sales when one considers the tough the economic climate and highly competitive market," said Vice President Ernie Trautmann, addressing the media recently.

"Hino's overall market share is currently standing at 13.5% of the total truck and bus market compared to our target for the year of 14.6% and we are confident of further improving our position in the run up to the end of the year," added Trautmann.

He went on to confirm his team's commitment to the Hino corporate vision of being the No. 1 truck brand in South Africa by 2020. This strategy is being driven by the very effective, international Hino Total Support programme which is based on relationships rooted in absolute mutual trust between the dealers, Hino SA, suppliers and Hino Motors Ltd. to become a partner of the customer.

Hino Total Support is backed up by six pillars of activity as contributors to the vision. These pillars are:

  • Strengthening the product line-up 
  • Developing the ideal dealer representation 
  • Developing human resources at the Hino head office and at the dealers 
  • Developing and retaining customers 
  • Continuing to improve the customer experience 
  • Striving to decrease the total cost of ownership


The 2020 Vision, which is backed by One Team, One Pledge aims to provide Hino SA customers with the best products and total support. This was a key motivator at a strategy session for dealer principals in April and a conference for mangers of 3S (Sales Service and Spares) dealerships in August.

Among the future plans discussed at these meetings was to develop a used truck franchise, offer a competitive range of service and maintenance plans as well as extended warranties, providing added value after sales services while drawing up stringent standards for dealers handling the Hino 700-Series extra heavy truck range.

In addition there are a number of initiatives underway this year as the company works towards Vision 2020. These include an extended demonstrator programme, a renewed focus on driver training, a learnership programme at the dealers, a two-year warranty on genuine parts, a quick response action plan for vehicles off road (VOR) and "Bring it back" campaigns for servicing at a Hino dealer.

"We know the going is very tough for the truck industry in South Africa this year, but we are confident that our quality products and Hino Total Support will continue to further improve the customer experience so we can reach our long term goals such as Vision 2020," added the Hino SA Vice President.

Trautmann concluded his presentation by detailing some running product changes which would take place in the remaining months of 2016 and early next year. These specification changes were driven largely by regulatory changes such as the requirement that trucks and buses to be fitted with ABS brakes and speed limiters from the beginning of next year.

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