HINO Australia has taken a big gamble by handing over prototypes of a new light-duty four-wheel-drive truck to potential customers some three years before it was due for release.

But what might be described as a roll of the dice could pay off big-time for Hino as the new model is expected to take a big bite out of a market niche where Hino is not currently represented – light-duty 4WD trucks.

And the 4×4 300 Series is expected to generate some extra sales for the 4×2 version because it now means that Hino will be able to talk to customers who only want to deal with one supplier.

Test mules of the 300 4×4 light-duty truck, which was released last week, racked up thousands of kilometres in the hands of a fire authority in Queensland and a mining company in Western Australia; in between trips back to factory for check-ups.

The impetus to let potential customers take part in what is ordinarily seen as a super-secret process – the development of a new model – came from the 300 4×4’s marketing plan.

Hino Australia general manager of brand and franchise development Bill Gillespie said the Japanese head office had built the 4×4 version just for Australia. It will not be sold anywhere else.

“It’s been 10 years of Hino Australia asking for this truck. Both Isuzu and Fuso have had a light duty 4×4 truck for a long time, so it’s not a big surprise that Hino Australia wanted a 4×4 LDT (light-duty truck).”

Entrusting prototypes to potential customers was an unusual move, but Mr Gillespie said he had been confident about this radical approach to product development. Partners in the project were Cook Shire Council in Far North Queensland and Kennedy Drilling in Kalgoorlie, WA.

“It’s not normal you do that because of the risk involved, but both Kennedy and Cook Shire are trusted partners in the project. Cook Shire Council is really chuffed that they have been involved in developing this truck, which will only be available in Australia.”

Cook and Kennedy asked for several changes to the 300 4×4. One was a recommendation that disc brakes be fitted all around and another was to reposition the air intake higher off the ground.

“Both the Shire and Kennedy said they want disc brakes (all around). Drum brakes are hard to service in the field and they require a lot of extra time for service,” Mr Gillespie said.

He said he would like the whole 300 Series to get the upgrade, but that it had not yet been confirmed by head office.

Another change made after consulting potential customers was a decision to automatically switch off the anti-lock braking system when the truck is in 4×4 high range.

“The operators said they didn’t want the ABS in operation when the truck was in 4WD high because the guys drive them at 80 or 90km/h on good dirt and they don’t want the ABS to kick in on dirt. They asked for that specifically because the ABS just increases the braking distances to an unacceptable level.

“I know it is said a lot, but this truck really was developed in Australia for Australians.”

The 300 4×4 will give Hino Australia its first shot at the light-duty 4WD market segment. The company is reasonably confident about the new model’s chances and has ordered a minimum of 150 units for 2018. That would secure a market share of around 25 per cent in the niche.

“The 4×4 sector is not particularly large, about 600-700 is the forecast for 2018. We’ve got production of between 150 and 180. Based on the feedback we have had so far, we believe those numbers are more than achievable for us.”

Even better, Mr Gillespie believes the availability of the 4×4 version will boost sales of the 4×2 model.

“It gives us the opportunity to talk to customers that buy both 4×2 and 4×4 light-duty trucks and who want to talk to only one supplier. It’s not just about the raw numbers of how many 4x4s we can sell. It gives us a chance with customers who we haven’t had a chance to talk to before.”

By Ian Porter