Pilipinas Hino celebrates 40th year


PILIPINAS Hino Inc. (PHI), the country’s leading one-stop truck and bus manufacturer, marked its 40th year in the industry, with a three-day bus and truck expo held at the World Trade Center in Pasay City. On display are the brand’s wide array of trucks and buses for commercial use.

During the opening ceremonies, PHI announced its strategic partnership with Hino Motors Ltd. and Marubeni Corp. of Japan, which is in line with its efforts of boosting their growth in the truck and bus segment in the country.

According to Vicente Mills, PHI president, the alliance marks an important step in Hino’s global strategy as the brand evolves into a fiercer, market-leading player in the commercial bus and truck manufacturing segment.

It was learned that PHI plans to grow its investment in the country by expanding its dealership network to 23. By doing so, PHI will exceed customer expectations by bringing in more value-added customized vehicle solutions.

Mills said that while 70 percent of the truck and bus markets are in Metro Manila, PHI is currently growing its dealer-network across the country, including Mindanao.

“We believe the southern areas have great potential. We have two now [in Mindanao], but there are many more interested parties. In the years, maybe even months to come, we can appoint more dealers even in the Visayas. As the economy grows and the demand grows, we can continuously grow our number of dealership as well,” he noted.

Speaking about Hino’s leadership in the bus and truck markets, Takeo Saito, Marubeni Sales and Marketing Officer, Asia and Oceania Region, said PHI’s brand awareness and focus on the truck market together with total support activities paved the way for Hino’s exponential growth performance in 2014, when it achieved record sales of 1,250 units.

Over this 40-year period, Mills said PHI has evolved from a simple vehicle assembly shop to developing and installing local parts and components, and finally, now, designing applications in various bus and truck bodies to specific applications as requested by its clients.

“Forty years really is a very long time. Our almost two generations are a testimony to how Pilipinas Hino has survived over these years. I was even luckier to be with Pilipinas Hino and in this automotive industry during this period as I have had the opportunity to observe and participate in our commercial vehicle sector’s growth,” he added.

With the local economy in an upward swing and seen entering a new phase of mobilization in the months to come, he is optimistic that Hino will play a major role in the promising growth prospects of the local automotive industry.


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