Juanita Pienaar spoke with Anton Falck, Vice President of Hino, and Itumeleng Segage,General Manager of Hino South Africa, during a recent media breakfast where the company outlined bold moves in aftersales support, market positioning, and new-energy vehicle trials.
Confidence through change
Despite challenging market conditions and shifts in the global trucking landscape, Hino is positioning itself as a brand of certainty and reliability in South Africa. The company’s upcoming merger with Daimler, Fuso, and Toyota will bring new opportunities, but leadership insists that customer support remains the differentiator.
Falck emphasised: “The opportunities that will flow from the merger are enormous, but the even bigger importance for us is to differentiate ourselves through getting even better in terms of total support.”
This concept of “total support” is hardly new for Hino; it has been part of the brand’s DNA for decades. Falck continued: “We make sure that our customers get the right trucks and that we take good care of those trucks afterwards. That has been our promise for more than 50 years in South Africa.”
Strong performance in a shifting market
While South Africa’s truck market has shown a decline, particularly in the extra-heavy segment, Hino is quietly gaining ground. Segage explained: “Our expectation for this year is that the total market will end at around 30,800 units, with the extra-heavy segment down by about 11%. However, as much as the market is declining, we are consistently growing our share.”
That growth trajectory is clear. “In 2023, we ended on 8,3% share. This year we expect to reach 9,7% and by 2027 our target is 10%. That tells us customers are choosing to invest in a brand they trust, even in a competitive and uncertain environment,” Segage said.
Six-year driveline warranty
The centrepiece of Hino’s announcement is its new six-year driveline warranty - the longest of its kind in the South African truck market. Falck described it as more than a marketing move: “This is not just an increase in cover; it is a statement of confidence in Hino’s engineering and manufacturing standards.”
Importantly, the warranty applies retrospectively to all vehicles purchased from 1 January 2025 and comes at no additional cost to customers. Segage underscored its significance: “Most OEMs in South Africa offer up to four years. No one else offers six. We are saying we back our quality truck with an industry-leading warranty, without adding to the purchase price.”
For fleet operators, this directly impacts long-term value. Falck explained: “If you replace your truck after four years, in the past, the next owner would have no warranty support. Now, with a six-year warranty, the residual value of the vehicle improves significantly. That changes the total cost of ownership calculation in a big way.”
Segage agreed, noting the practical benefits: “A lot can change in six years, but our brand promise won’t. The warranty addresses key operator concerns: cost predictability, uptime, and higher resale values.”
Built for South Africa
Hino leaders were clear that their trucks are not generic imports, but products tailored to the unique demands of the South African environment. Segage said, “Our trucks are built for South Africa. They are for someone operating from Kuruman to Saldanha Bay, or from Witbank to Richards Bay.”
This local focus is also reflected in Hino’s dealer network, now 66 outlets strong. “It is one of the most competitive networks in the country, ensuring we can look after customers wherever they operate, even in rural and unpaved areas,” Falck added.
Innovation in hybrid and electric
Beyond aftersales support, Hino is carefully testing sustainable alternatives. The company is running trials of 38 Hino 300 diesel-electric hybrids in South Africa, showing fuel savings of up to 20% and significantly reduced emissions. “We believe the hybrid is particularly suited to urban operations,” Falck said. “Although we cannot sell them locally yet, we are working on subsidising acquisition costs and offering low-risk finance to selected customers through Kinto.”
The media event also showcased the Hino Dutro Z EV, a small battery-electric truck designed for last-mile deliveries. With a gross weight of 3.4 tonnes and a payload of one tonne, it offers a driving range of around 150 km on a single charge.
Falck, however, was realistic about its limitations: “The vehicle has been designed for urban environments with low ground clearance, which makes it questionable for South African road conditions. We are bringing it here to showcase possibilities, but whether there is a real demand will determine its future.”
Segage added that technicians are already being trained to handle such vehicles, with some sent to Japan earlier this year. “There will be more upskilling as these products become viable locally,” he said.
Facing market realities
While new-energy solutions capture headlines, Falck cautioned against premature assumptions about rapid adoption. “In South Africa, the economic case for going electric or hydrogen isn’t there yet. We don’t have legislation driving it, so operators will choose the lower-cost option. Internal combustion diesel remains difficult to replace and will be with us for some time.”
Still, Hino is investing in multiple pathways, including hydrogen, to stay ahead of global shifts. “Hydrogen holds potential for the future, but it comes with its own risks and complications. We will keep developing alternatives, but without abandoning the realities of our market,” Falck said.
Standing on value, not price
A recurring theme from both executives was the importance of shifting the industry conversation from upfront price to long-term value. Segage made the point strongly: “We are moving away from a price discussion to a value discussion. What matters is the cost per kilometre and uptime, not just the day you purchase the vehicle.”
Falck echoed this sentiment: “If you have two products, one Euro 3 and one Euro 5, and the Euro 5 is 20% more expensive, without legislation, an operator will choose the cheaper one. Our job is to provide value beyond that equation - through total support, lower running costs, and higher resale value.”
Backing quality with commitment
As Hino eyes further growth in South Africa, both executives expressed confidence that the brand’s mix of durability, customer focus, and forward-looking innovation will continue to resonate.
Segage summed it up: “When you purchase a Hino, it’s the start of our relationship, not the end. We are gearing ourselves to partner with customers from day one, whether they are a start-up or a large fleet operator.”
Falck concluded with a reminder of the company’s philosophy: “Quality, durability, and reliability remain our promise. But it is the way we support our customers - before, during, and after the sale - that truly sets us apart.”