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Dutro - Hino is the original manufacturer of the sleek Dutro that in turn is supplied to the Toyota Motor Corporation with a Dyna badge

Membership of a powerful family
In a volatile world, where ownership of truck manufacturers has changed hands rather rapidly, a question that concerns all South Africans is: Will Hino remain as we have always known it, or is it ripe for mergers or take-over?

Apart from a leadership position in Japan's heavy truck industry, Hino has always had strong ties with the world's most admired motor manufacturer, namely, Toyota Motor Company (Fortune magazine - 9 Oct 2000). This relationship has strengthened with Toyota Motor Company (TMC) increasing its shareholdings in Hino on 31 March 2000 from 20,5% to a controlling interest of 33,8%.

Dyna Double Cab - A new double cab Dyna takes a bow at Hino Hamura plant final inspection line. Will we see this type of cab in South Africa? We have to get over the African attitude of regarding service personnel as part of the cargo.

Power emanating from TMC family membership cannot be understated. Another family member is Daihatsu and group strategic intent is split in terms of product focus: Daihatsu concentrates on small passenger and commercial vehicles, Toyota goes the next step up on medium to large passenger and commercials, while Hino focuses on heavy trucks and buses. Combined production of this automotive family totaled 3,819 million cars, bakkies, trucks and buses during 1999 - 38,6% of Japan's entire automotive output!

Hino also manufactures South Africa's leading bakkie - the Toyota Hilux - for TMC, in addition to Toyota Dyna, a local top seller in medium trucks for many years. Is the local success of both Toyota Hilux and Dyna due in part to the fact that a truck manufacturer such as Hino is involved? Hino have consistently won awards from TMC at Hino's Hamura for being a top supplier of Toyota branded products and a trucking culture can only benefit light and medium commercial vehicles.

Gas Powered Dyna - A gas powered Dyna with a large side-mounted pressure-vessel nears the end of the production line as proof that alternative fuel models are a reality at Hino's Hamura plant. Alternative fuels can be put into practical use in South Africa now that the Temane and Pande natural gas fields of Mozambique are being developed in a R4,5-billion project to introduce natural gas into the local economy. Watch this space - existing CNG technology from Hino could see an early start in South Africa.

In today's world, a very expensive business cost centre is that of Research & Development (R&D). The TMC group has enormous R&D capability, cross-pollination of efficient production methods and other effective cost sharing potential.

Standing in TMC's shadow bestows massive strength on Hino. It is the best thing that happened to Hino both here and in Japan and augers well for the future. It is highly unlikely that Hino's position, culture and focus will be jolted by current merger-mania for some while, if ever.

How serious is Hino about trucks?
Hino Motors, Ltd. started in truck manufacture at the turn of the 20th Century as Tokyo Gas & Electric Company so truck design and manufacture is a cultural thing at Hino. The company had quite a few distractions during the past 90 years - aircraft engines, diesel engines for armoured vehicles in World War 11, and Hino passenger cars. Most of this happened prior to the seventies and for the past 30 years it has just been trucks, buses and more trucks.

Koichiro Nakaoga, executive officer and general manager of Hino's Hamura Plant: 'We employ 2 471 people at Hino's Hamura Plant, producing 490 vehicles every day at a rate of 1,93 units per minute. That totals 18,495 vehicles every month. We are proud of the fact that as one of 19 factories supplying Toyota Motor Company, we are rated as their top supplier. This means that total quality is not a goal to be attained. It is given in the mindset of my staff. We are now motivating people beyond quality. I have my own electronic homepage that staff can access directly to share in my message for them. It is a philosophy of 'ZEN-IN-SANKA'. This way, all members of this plant share in the goals and targets of the Hamura operation.

Hino really is a focused trucking company and their relationship with TMC will ensure it stays that way. So if you are a serious trucker, Hino is serious about you - good news for the ultimate issue of trucking, cost of ownership broken down to finite cents per kilometre.

Can Hino match SA conditions?
Firstly, all Hino's are born in right-hand drive design for Japanese domestic markets. There is no hint of technical conversion from left to right-hand drive that may impact on driver capability or vehicles down the road. Like all major players, they have invested heavily in test facilities to ensure product reliability.

Secondly, Hino has had to win its reputation in 3rd world conditions in Pacific Rim countries where overloading, abuse, road conditions and ambient temperatures work against vehicle longevity. I am told that SA base model specifications for new Hino models are drawn from those supplied into the Hong Kong market. Any advance in technology will have to be proven for these markets before being launched locally. It was quite clear in my discussions with their engineers that they carefully adapt product to market conditions - it will not just be supplied because it works in Japan.

Tsugumichi Abe, deputy general marketing manager for Europe, Africa and the Middle East: "South Africa is an open market with really tough competition. We are determined to increase our support of the after-market for Hino products and increase our share through improved volumes in both the medium and heavy duty segments."

Hino engineers regard engines as the core of a truck. I am surprised that they were prepared to ride with ADE engines for 20 years. They are prepared to engineer different transmissions, other than Hino gearboxes into their trucks. You can have ZF or Eaton and this allows for some flexibility in local product planning.

Service from the heart
TMC's investment in local publicly traded Toyota shares, the recent first ever visit by a Japanese Prime Minister to South Africa, Hino brand awareness and market share are all good omens for long term commitment to South African operators of Hino and Dyna products.

Koichi Suenaga, chief engineer of Hino Motors Ltd: "The intended reduction of sulphur levels in South African diesel fuel, from 0,55% by mass to 0,30% will be good news for all Hino operators. If current service levels are applied at a sulphur level of 0,30%, then engine life could be extended by as much as 20%. Whichever way you look at it, cost of ownership will be reduced. Our Hino J-series engines, introduced into South Africa during 2000, are now achieving 1-million kilometres without major overhaul under severe operations in other markets. Hino J-series engines are both successful in both Turkey and Thailand where overloading is a major problem - GVM equals payload in these markets!"

In the last quarter of 2000, Hino also launched a worldwide service programme under a special Japanese slogan named 'Kokoro' - 'service-from-the-heart'. This is the real meaning of going beyond quality - it is a cultural state of mind, implying dedicated service that customers understand and feel in terms of sincerity. Toyota SA implemented this concept some time ago in the entire company. It is called the 'Toyota Touch'.

Hino products are - and will continue to be - good in every respect. The challenge to Toyota SA Trucks and its dealers lies in 'Kokoro' or the 'Toyota Touch' - not just in customer satisfaction indexing but service from the heart.

I heard and saw this concept at Hino's Hamaura plant - a long way from Sandton. However, given the fact that Hino's home has been built in Toyota SA Trucks over the past 28 years, that philosophy will be easily transferred to our local market. After all, home is where the heart is.

Tadashi Miura, technical group manager for business planning in overseas markets: "We match Hino specifications according to the operational conditions of the markets in three broad bands - A, B and C categories. Market A is where roads are well paved with gradients that are not severe, service schedules are adhered to and overloading is minimal. B markets are operationally a step down - there are skipped services, overloading does occur and surfaces and gradients will incorporate off-road conditions. C market is the worst operational conditions a truck can encounter. We rate South Africa as a B category and engineer out trucks to match this rating.

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