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Hino Diesel Trucks Growing Its North American Presence

July 10, 2000

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Hino Diesel Trucks (U.S.A.)'s new senior vice president has begun some enterprising plans to build the company's brand and image awareness, grow truck and parts sales, secure national accounts and expand the dealer network.

According to Ted Fick, the recently developed 10-year plan calls for Hino to sell 30,000 trucks per year through 300 dealers. Further, the plan stipulates that one-third of the revenue stream to parent company Hino Motors Ltd., Asia's largest truck builder, will come from Hino Diesel Trucks.
Last year, Hino Diesel Trucks sold 1,730 trucks through 90 dealers. It expects to sell 2,400 vehicles this year and add 30 dealers. The company, which began operations in the Orangeburg, NY, 15 years ago, now offers Class 4 through 7 trucks in the U.S. and Canada.
Fick joined the company in mid-May from Paccar, where he spent the past 17 years in all phases of the truck industry, including senior management positions in manufacturing, sales, leasing and parts distribution. In the newly created position of senior vice president, Fick will be responsible for sales, marketing, distribution, parts and service.
Dealers will continue to be an integral part of Hino's distribution system, Fick stated, noting that the company is endeavoring to strengthen its dealer network.
"We've found that the medium duty truck customer doesn't want to have to travel more than 30 miles or 30 minutes to a service location," he commented. "As a result of the need for improved customer service, higher truck sales and improved geographic coverage, we have aggressive plans to expand the dealership network immediately." A particular focus is on the Midwest and northern areas of the country.
Another part of Hino's strategy is to get its dealers more involved in national account sales. Besides increasing sales, the intent is to enhance visibility in the marketplace, said Fick.
In addition, more efforts are being devoted to helping dealers build their rental and leasing operations. Toyota Financial Services is working with Hino Diesel Trucks to deliver competitive leasing and financing programs. Toyota has a 34% ownership in Hino Motors.
Along with increasing its marketing programs, Hino is also expanding its aftermarket parts programs because, Fick said, "We want a stronger presence in the parts business. We will offer a broader range of product, including accessories, kits, all-makes coverage and Hino Certified and Warranted remanufactured and rebuilt component programs."
The company is deepening its field sales organization, adding district sales managers, national account sales executives and regional parts and service managers. New training programs are being developed specifically for dealers, truck salespeople and parts and service personnel.
"We're strengthening our team and approaching the market as a unified powerhouse," concluded Fick. "There's a lot of enthusiasm throughout all of Hino. We're going to reach well beyond simply having a great product and broaden our company's position and status in North America."

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