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The secrets behind Hinos hybrid electric success

In an ATN exclusive, Hino elaborates on why sales have increased on its 300 Series Hybrid Electric model following a record-breaking year

Hino is a pioneer in the Australian hybrid electric truck game having released its first model in 2007. More than 15 years down the line, the manufacturer is now starting to reap the rewards. Increased fuel prices, along with its customers moving away from electric vehicles (EVs), has seen it hit record-breaking sales for its hybrid electric model in the past year. 

More than 200 of Hino’s Hybrid Electrics were delivered to customers in 2023, while it also had an order bank of more than 100. After a slow burn, Hino Australia Department Manager – Product Strategy Daniel Petrovski says the hybrid electric model hasn’t yet reached its potential in Australia.  

“Sales are going to keep accelerating and we won’t be selling in the hundreds, we’ll be selling hybrids probably well in the thousands,” Petrovski told ATN. 

“It just makes sense – to do the job of a diesel truck or a hybrid electric truck you would need at least two electric trucks doing the same job in terms of uptime range.” 

Hino’s Hybrid Electric vehicle has been in the Australian market for more than 15 years. However, as a member of the Toyota group, Hino’s involvement with hybrid electric vehicles dates back to when they were first introduced globally. 

Toyota’s Prius model was the first mass-produced hybrid vehicle launched in Japan. Between the launch in 1997 and September 2022, the Prius has sold a cumulative five million units globally. 

Honda then followed suit with the launch of its first-generation Insight model in 1999. Manufacturers Ford, General Motors and Lexus then released their own hybrid models in the mid-2000s. 

General Motors was the first to release a hybrid electric military truck in 2003, before European manufacturers Mercedes-Benz and FIAT were the next to introduce hybrid electric light trucks in 2004. 

In Australia, hybrids predominately manufactured by Toyota have been available since 2001. It was the release of Toyota’s Prius city car in 2012 that saw hybrid vehicle interest skyrocket around the country. On the truck side, Hino broke new ground in 2007 when it released Australia’s first hybrid truck model. 

While manufacturers like Toyota have flourished with hybrid vehicles in Australia, it’s only recently that sales and interest in Hino’s hybrid electric truck have increased. Petrovski says the growth of Hino’s hybrid model boils down to a few key reasons.  

One of these factors has been the increasing fuel prices. Currently fuel prices sit around the $2 per litre mark across all major cities in Australia following a spike in the holiday period, with the price of fuel being consistently high in recent years. 

Hino says that with the Hybrid Electric model, customers can save up to 20 per cent in fuel and emissions reductions alone. 

“When Richard Emery started as VP – Brand & Franchise Development two years ago, we had some serious conversations about why we aren’t selling more Hybrid Electrics,” Petrovski says.  

“It became a real focus for us from a sales and marketing perspective.” 

The past few years have seen Hino focus on Hybrid Electric sales. Image: Hino Australia

Customers may argue that electric vehicles (EVs) provide the same benefits. Petrovski says this isn’t the case because EVs in the Australian market produce only zero tailpipe emissions. Petrovski says more CO2 emissions are also used up when charging an EV.  

The biggest point of difference between hybrids and EVs is the useability in longer-haul trips – it’s this belief that has led Petrovski to say that EVs are a more popular option for passenger vehicle daily commutes rather than longer heavy vehicle operations. 

National Automotive and Leasing Salary Packaging Association (NALSPA) CEO Rohan Martin agrees with this idea, saying recent data suggests that people are looking to EVs as passenger vehicles more than ever. 

The data, from the Federal Chamber of Automotive Industries (FCAI), uncovered an increase in sales on EV passenger vehicles from 39,000 in 2022 to 98,000 last year. 

While it may not be the most popular option for passenger vehicles, Petrovski says that hybrid electric vehicles can be used in just about any scenario without any range limitations or interruptions. 

“Our customers who are interested in battery EVs have then evaluated them and realised that we have a Hybrid Electric vehicle which has no limitations on its operation, which is what has driven the increase in sales.” 

Petrovski says that 2023 will serve as a stepping stone for Hino in the sale of its hybrid electric range. With an aim of selling 500 units this year, Petrovski says it will shoot for the stars with more than 1,000 sales each year in 2025 and beyond. 

The near future could also see the introduction of Hino’s 700 Hybrid Electric Series. Petrovski says that talks have been ongoing between Hino Australia and its Japanese factory about bringing the truck into the market. 

Hino may not be alone when it comes to releasing hybrids into the Australian market. Petrovski says manufacturers are currently working on basic hybrid solutions in the commercial space. 

“We will see hybrids roll out from other manufacturers because it just makes sense, it uses less rare earth materials and delivers fuel savings,” Petrovski says. 

“It’s a pretty good technology, as has been proven by Toyota Group, Hyundai, BMW and most manufacturers in Europe that are running hybrid-type systems these days.” 

As fuel continues to be costly, the uptake and interest in EVs and hybrid electric models continue to increase. While Petrovski believes hybrids will play a key role in the future, he also suggests that it won’t be the only model that provides a solution for transport emissions. 

“We cannot solve the global transport problem with one technology,” Petrovski says.  

“It won’t be battery EVs, it won’t be fuel cells alone and it won’t be hybrid, it’s going to be a combination.”

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