Capital Equipment News’ Juanita Pienaar spoke with Anton Falck, Vice President of Hino at Toyota South Africa Motors, about the company’s evolving strategy, future plans, and continued commitment to the local market.
Strategic partnerships for a changing industry
The global automotive industry is in a period of rapid transformation, and for Hino, staying competitive means forging strategic alliances. Toyota Motor Corporation and Daimler Trucks have recently decided to pool the strengths of their two Japanese truck brands, Hino and Fuso. A new holding company, to be listed on the Tokyo Stock Exchange, will oversee both brands as separate subsidiaries.
“This collaboration allows us to improve efficiencies in product planning, development, purchasing, and manufacturing,” explains Anton Falck. “Both Hino and Fuso are very well-established brands, and it makes sense for them to continue to compete as separate entities in the marketplace.”
While these changes mark a significant global shift, Falck is clear about the implications for South Africa: “Toyota South Africa Motors will remain the distributor of Hino products in Southern Africa. There will be no name change or multi-franchising. We believe brand-focused retailing is part of our success for Toyota, Hino, and Lexus.”
Market performance and growth
Hino has held its ground in an increasingly competitive market. Falck points to the launch of the new 700 range as a key factor in the brand’s recent success. “Thanks to the introduction of our successful new 700 range in the extra heavy commercial vehicle (EHCV) market, as well as our well-established position in the medium and heavy commercial segments, Hino has maintained market share in Southern Africa. We improved our share ranking from sixth in 2023 to fourth in 2024, and this year to date, we are pleased to be the third-ranked brand in Southern Africa, in terms of share of sales.”
The company is also seeing strong performance across its lineup. “Our products resonate with South African operators because they are tough and reliable platforms for a wide range of superstructures. The cost per kilometre is competitive, and our extensive dealer network ensures aftersales support throughout Southern Africa,” says Falck.
Innovation and sustainability
As the industry moves towards carbon neutrality, Hino is taking steps to future-proof its product range. “We are currently making the Hino 300 Hybrid available to selected customers,” Falck reveals. “This vehicle will be unique in the South African market, allowing operators to significantly reduce fuel consumption and emissions, while maintaining ease of operation.”
Additionally, Hino is upgrading its digital capabilities. “We are migrating to Netstar as our new connected truck supplier. This will allow a wider range of data availability for each truck and enable enhanced aftersales support,” says Falck.
The company’s focus on innovation extends to customer experience as well. “We now offer a range of Hino-approved accessories via our dealers, including bull bars, windscreen protectors, carpet sets, and seat covers,” he adds.
Total Support as a differentiator
At the core of Hino’s strategy is its renowned “Total Support” programme. “Our Total Support approach differentiates us from our competitors,” Falck states. “We ensure that we are there for our truck users and owners in every way they need us to be, from aftersales to purpose-built vehicles for their specific requirements.”
This commitment has been recognised in the industry. “We have again been awarded a Platinum Award by NADA based on the 2025 Dealer Satisfaction Index,” says Falck. “This marks the seventh time Hino has achieved Platinum status and is testament to the strong relationship between Hino South Africa, our dealers, and our customers.”
Future outlook
While the global collaboration is expected to bring long-term benefits, Falck emphasises that there will be no immediate changes to Hino’s product lineup or strategy in South Africa. “The opportunities emanating from this new collaboration will take some time to reach the marketplace. For now, our focus remains on supporting our local growth strategies and continuing to provide the quality, durability, and reliability that Hino is known for,” he says.
With a robust dealer network, a focus on sustainability, and a customer-first approach, Hino is well-positioned to navigate the changes in the global trucking industry while strengthening its foothold in Southern Africa.