For over six decades, Hino Motors Thailand has been a cornerstone of the country’s commercial vehicle industry. As the company adapts to an era of rapid transformation, its mission extends beyond manufacturing trucks—it aims to be the driving force behind a sustainable and innovative future. Under the leadership of Yumiko Kawamura, Hino’s first female president, the company is reinforcing its commitment to ESG (Environment, Social, and Governance) principles, ensuring long-term value for customers, society, and the industry at large.
“Hino does not merely aim to be a leader in the commercial vehicle industry; its goal is to evolve into a company committed to sustainable development” Therefore, operating under the ESG principles (Environment, Social, and Governance) is a fundamental practice for Hino. This approach ensures the company’s internal growth while also fostering environmental and social responsibility, paving the way for sustainable progress amid the rapidly changing digital era.
Embracing this vision, Kawamura has introduced the new company slogan, “Driving Force for Revolution,” reflecting Hino’s proactive stance in navigating the structural shifts within Thailand’s automotive landscape. “In response to this direction this year, I put up the new slogan for our company—Driving Force for Revolution—updating from Lead to Change,” she explained.
Hino’s strength is not only the high-quality, durable, reliable products for professional transporters but also the capability to provide seamless support for the lifecycle journey of customers’ operations.
Yumiko Kawamura, President of Hino Motors Thailand
“Thai automotive industries are now facing huge challenges. I believe it is not just from the economic situation but more from the wave of structural change, such as the EV shift movement led by Chinese OEMs.”
With over 63 years of experience in Thailand, Hino stands as one of the pioneering Japanese automotive manufacturers in the country. “Hino, with 63 years of experience in Thailand, knowing Thai customers and logistics more than anybody, should be at the center of this revolution,” Kawamura stated. By leveraging its deep understanding of Thai logistics, the company continues to provide solutions that optimize operations, increase efficiency, and contribute to the sector’s sustainable growth.
A key factor in Hino’s continued success is its customer-centric approach. “Hino’s strength is not only the high-quality, durable, reliable products for professional transporters but also the capability to provide seamless support for the lifecycle journey of customers’ operations,” Kawamura emphasized. Recognizing the Thai market’s appreciation for durable, long-lasting products, Hino not only delivers high-quality commercial vehicles but also ensures comprehensive lifecycle support.
She further observed, “I found that Thai people value the long service life of goods. It is matched to the virtue of Japanese people. Our customers also tend to use trucks as long as possible, and we will provide lifelong support to minimize cost and maximize uptime.” This dedication aligns with the values of professional transporters who prioritize reliability, cost-effectiveness, and operational longevity. By offering seamless aftersales services and minimizing downtime, Hino empowers businesses to achieve greater sustainability in their logistics operations.
As Thailand’s transportation industry undergoes a significant transformation, Hino Motors Thailand remains steadfast in its role as an industry leader. With innovation, sustainability, and customer focus at its core, Hino is not just keeping up with change—it is driving the revolution forward. “It is also an encouraging message for Thai members that they could be the ‘Driving Force for the Revolution,” Kawamura concluded.
