Aug 16, 2012
Hino SA confident of better second half as supply constraints easeBack
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“This is quite ambitious,” admits Hino South Africa (SA) VP Dr Casper Kruger, “especially as 2011/12 was a record year for the company”.
“The focus of Hino is to grow its worldwide [market] share,” he adds.
Just over 70% of the 2011/12 volumes were sold outside Japan.
Even more ambitious for Hino is that it hopes to sell 196 000 trucks in the 2014/15 financial year, which would be a massive 73% jump from the 2010/11 volume of 113 000 units.
At least the global truck market is also forecast to grow, from 6.73-million units in 2007, to 8.5-million units in 2015.
Of course, Hino SA has its role to play in its parent company’s growth plan, notes Kruger.
“We have had several meetings with Hino in Japan.”
South Africa is Hino Japan’s ninth biggest market.
With the South African truck market up 6% in the first seven months of the year compared with the same period in 2011, and Hino sales up ‘only’ 7.4%, Hino SA may have a tough task ahead of it. The company also saw market share shrink to 12.2%, down from last year’s 12.7%.
However, says Kruger, with the first six months of 2012 delivering sales of 1 702 units, Hino is positive the second half of the year will be better, at a forecast of 1 938 units.
“We had a bit of a bottleneck in securing semi-knockdown kits from Japan. The loss in market share was largely supply constraint. It was very unfortunate for us.”
“We have a few very nice big orders to build in the second half, and we have secured the stock to deliver on this. We hope the [truck] body builders have the capacity to assist us.”
Hino SA sold 3 390 units in 2011, and is seeking around 10% growth in 2012. Market share will hopefully increase from 12.7% in 2011, to 13.2% in 2012.
As for the total local market, Kruger expects it to reach between 27 500 and 28 000 units.
However, he adds, “we have seen some customers revise the number of trucks they want to buy downwards over the last four months”.
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