Hino Canada’s conventional wisdom

MISSISSAUGA, Ont. (Oct. 14, 2003) — Hiro Omori understands English exceptionally well, yet there’s something, he fears, that may have been lost in the translation as his company, Hino Diesel Trucks Canada, prepares to switch from offering cabover vehicles to a more conventional-style medium-duty truck in the coming months.

“I’ve heard that we’re leaving the Canadian truck market, and it’s not true,” says Hino Canada’s president with a wry smile. “Quite the opposite. We’re bringing a fresh, new product that will excite the market, pleasing current customers and attracting new ones.”

Omori confirms that dealers will sell off 2004-model cabover inventory and gradually take on the new product line, to be unveiled this month. Initially, the trucks will be imported from Japan; starting next year, they will be assembled in California. Hino hopes to reach buyers who would otherwise consider a Ford F-Series or GMC TopKick, “but who want higher quality,” says Omori.

“After coming to Canada, I asked customers what they like about their Hinos and the answers had very little to do with cab design,” he explains. “They buy Hinos because they want less downtime, good fuel economy, and so forth. Like the cabovers we sell now, the next model has the Hino J-Series engine and excellent quality right down to details like the harnesses for wiring.”

He believes that even though the cab style will change, the new approach will be accepted by Hino faithful because there’s no compromise over the cabover design. “In every way, the new model is as good or better, even on manoeuvrability,” Omori says. “Compared with competitors’ trucks, it is exceptional.”