Hino SA has made an excellent start to 2013 with sales in the first quarter up 20,5% over the same period last year, when, admittedly, there were stock shortages of the new 300-Series as production was ramped up at the factory in Prospecton.


Hino’s sales jumped from 868 in the period January-March 2012 to 1 046 in the first three months of 2013, which compared to a rise of only 1,2% in the overall truck market in SA during this period.

The vice president of Hino SA, Dr. Casper Kruger, said at a recent media briefing that that the major growth in the first quarter of 2013 was in the medium sector, where the combination of the Hino 300 and the related Toyota Dyna is the market leader. The overall MCV market grew by 5%, with Hino’s sales up 25,3%.

Sales in the heavy truck segment increased overall by 0,3% with Hino’s 500-Series growing by 19,1%. The extra-heavy truck market was at the same level as a year previously.

Hino remained No. 2 in the overall truck market behind Mercedes-Benz SA.

Dr. Kruger says his company is projecting sales for the total truck and bus market in SA  of 28 000 units for 2013, which will only be 1% up on the 2012 figure, but said it must be remembered that last year’s sales were the fourth highest in SA history. Hino’s target for the year is 4 000 units for a 14,3% share, compared to the 13,3% achieved last year.

The Hino senior executive said that Hino Motors Limited showed strong global growth in 2012 with sales of 154 795 units, of which 112 333 units or 73% were sold outside Japan, underlining the growing global presence of the brand, which now sells its products in 82 countries – a big jump from the 59 countries where it had representation in 2007.

South Africa had once again ranked ninth among Hino’s export countries, with Indonesia and Thailand continuing to hold the top two positions.

Dr. Kruger ended the media briefing with the announcement of a new marketing and advertising campaign for Hino SA that will be rolled out in the course of 2013 built around the slogan “Keep on truckin’”, with reference to specific markets, such as “Keep on farming”, which will be used for the Nampo agricultural show.

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