Pilipinas Hino: Global brand, lifetime value: One-stop truck manufacturer stays strong as it nears 40th year

MANILA, Philippines - Almost 40 years since its first assembled truck hit the road, Pilipinas Hino Inc. (PHI) continues to be a force to be reckoned with in the Philippine transport industry.

A joint venture between Filipino investors, Hino Motors, Ltd. and Marubeni Corporation of Japan, PHI was established in 1975 and started with assembling trucks and buses chassis under the Progressive Truck Manufacturing Program (PTMP), a government initiative that aimed to increase local content in commercial vehicle production.

Today, PHI has evolved to a company that responds to the specific and unique requirements of the commercial vehicle transport sector. From its first factory in Valenzuela, the company now has a state-of-the-art facility in Canlubang Industrial Estate in Laguna where Hino truck, bus and utility vehicle units and bodies are manufactured.

“Traditionally, Hino has been known as a manufacturer of medium to heavy trucks and buses,” says Vicente Mills, Jr., president of PHI. “In 2009, we launched the Dutro series, a line of light-duty trucks which caters to transport needs of small and medium size businesses.”

The company is the first bus body manufacturer in the country to receive an ISO 9001: 2000 Certification, a distinction that serves as a proof of unmatched product quality. PHI’s leadership in the industry can be attributed to the durability and cost-effectiveness of Hino products and this is reflected in its tag line, “Global Brand, Lifetime Value.”

One-Stop Shop

Aside from manufacturing vehicles and bodies, PHI also distributes genuine Hino parts and accessories as well as provides long-term maintenance services to its clients. They are also the only company who offers customization thus becoming a “one-stop shop” -- from assembling the vehicle, to building the body per the desired specification of the client, and further to vehicle maintenance, repair, and refurbishing.  

“We want to be a one-stop shop by providing not only the truck or bus chassis but also appropriate bodies, accessories and with specific modifications called for by the user’s application,” says Mills. “Customization is an important aspect of truck and bus production. That is what we are – we are structuring our production system to make sure our products can be customized to the requirements of a wide array of clients.”

PHI has produced trucks and buses that cater to various industries such as for logistics, healthcare (mobile clinics, X-ray vans and hospital buses), and government use, among others. Given the diverse needs of their market, PHI gives utmost importance to developing and maintaining a long-term relationship with their customers.

“In our objective to be a one-stop shop, a key element to that is customer contact and making sure that our clients are satisfied with our services,” says Mills. PHI currently has 12 dealers with several locations around Metro Manila as well as in most key provincial cities. The company is aiming to grow its network to 20 dealers in the coming years as it marks its 40th anniversary in 2015.

Outrunning competition

PHI has built a reputation of excellence and expertise throughout the last four decades, dominating the bus market and being a major player in the big trucks segment. Indeed, the company has played a vital role in the economy by moving people, goods and services across different cities and towns every day.

As the company anticipates its 40th year, it also recognizes the challenge of increasing competition that comes with new trade policies on both the local and global level.

“Competition is not only coming from local suppliers but also from greater Asia and beyond. Thus, we need to plan for continuing improvements of our product offerings to outmatch the competition,” said Mills. “With the growth of the Philippine economy, we are also expecting our market to grow. An important contributor to the economic growth are the commercial vehicles. As per capita income grows, the commercial and industrial activities will grow with it as well as the demand for commercial vehicles. The challenge for us therefore is how to best participate in that growth. Hino trucks and buses are the ideal investment for their lifetime value and contributions to the nation’s development.”