Prime Mover Magazine


Hino grows marketshare, outperforms rivals in light duty category

Hino Australia has defied difficult market trends locally by reporting positive sales results for the 2019 calendar year across all segments.

The commercial vehicle manufacturer was the only Japanese OEM to achieve such a result last year.

Increasing its marketshare to 17.5 per cent, Hino affirmed that its brand was on the rise delivering 5,547 trucks and buses across Australia and outperformed its competition in the Light Duty category to increase its marketshare to 22.7 per cent, a rise of 1 per cent on 2018.

The launch of the all-new 500 Series Standard Cab helped buoy its results in the Medium Duty segment where it reported 5 per cent growth on the year previous.

It now boasts 31.6 per cent share of the Medium Duty market.

In the Heavy Duty segment, Hino reported that it was the only brand to maintain sales and share in line with 2018.

The successful results have been in part attributed to the customer focused business strategy, Hino Advantage, now in its fifth year the company said in a statement.

“Since the introduction of Hino Advantage, we have continued to outpace our competitors,” said Bill Gillespie, Hino Motor Sales Australia General Manager – Brand and Franchise Development.

“Along with our market leading products, our focus on programs and offerings to support our dealer network and establish long term ongoing relationships with our customers through our aftersales services has ensured that Hino has earned the reputation as a respected and reliable business partner,” he said.

“We know that, long after the truck has been handed over, customers want a partnership that continues to benefit and grow their business - Hino Advantage does just that."

Gillespie explained last year's success extended beyond sales with facility upgrades and builds and increased brand awareness through key sponsorship ventures major factors in the brand's continued success.

The dealer network also saw upgrades and new facilities in either Mackay, Taree, Wodonga, Wagga, Lonsdale, Kalgoorlie, Newman, Onslow, Port Hedland and Alice Springs.

In 2019, Hino ramped up its involvement in the Virgin Supercars Championship announcing a new three year sponsorship deal of the overall category and the extension of their sponsorship of the Team 18 IRWIN Racing outfit.

“Supercars is hugely popular with our Dealer network, customers and fan base - our involvement not only provides for increased brand recognition but quality networking opportunities and is yet another value add for our customers,” said Gillespie.

In 2019 Hino also introduced a series of seminars to assist with further training and education of its bodybuilder network and launched a new international recruitment program to address the national shortage of skilled heavy vehicle mechanics.

The first group of successful candidates from the Philippines will begin their training in April.

For the eleventh consecutive year, Hino Motors Limited in Japan recognised the Australian Parts team, as Parts Department of the Year, while the Service Department took the same honour for the eighth year in a row.

“We are extremely proud of our progress and ability to adapt to the fast changing conditions of the market. With our strategic and innovative approach we are confident that our success will continue as we remain at the forefront of customer and product innovation,” Gillespie said.

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