Celebrating its 40th anniversary in Thailand, Hino Motors Sales has survived the highs and lows of the economy along with the best of them. And now with four decades of experience and local know-how under its belt, the company continues to work for the future of Thailand’s truck industry in a revitalized sector.

The catastrophe that was the Asian economic crisis in 1997 was described by some analysts as a nuclear bomb that devastated most sectors within Thailand’s diverse economy. The country’s truck industry in particular was harshly affected. According to Taro Yoshimura, president of Hino Motors Sales (Thailand): “In 1996 the total demand for two-ton trucks and buses was approximately 48,000 units. By September of 1997, the market shrank to barely 13 percent of what it was the year before. As you can imagine, our industry suffered greatly. Today, however, the picture is very different from six years ago. Since 2000, there has been a tremendous increase in demand and Thai Hino Motors is presently the market leader.”

Taro Yoshimura, president of Hino Motors Sales in Thailand

The company’s success is due in large measure to its resilience and dedication to the market. At present, Hino Motors Sales is back on track, launching two models this year. “The New Mega is the pride of the truck industry,” Yoshimura says. “It is very cost-competitive and the quality is excellent.”

Aside from producing special models in Thailand which differ from those made at other Hino manufacturing sites in the world, Hino Motors Sales offers a unique after-sales guarantee program for its local customers. “We go the extra mile for them,” Yoshimura explains. “That is truly the secret to our success. We have a very personal relationship with our clients.”

With 40 years of experience in the Thai market, Hino Motors Sales is securely positioned for the current upturn in the truck industry. Yoshimura adds: “We are the benchmark of quality and toughness not only in Thailand but around the world. We have been through the ups and downs of the country and have faith in this market. These are exciting times once again and our commitment to the kingdom ensures that we are here for the long haul. We will expand alongside Thailand’s ever-growing economy.”

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