Low sales volume and high quality - Shanghai Hino's high-end diesel engine development

In the past two years of rapid development of domestic commercial vehicles, Shanghai Hino's sales of more than 10,000 units per year have been compared to China’s huge heavy-duty diesel engine market, which is arguably “nearly minimal.” In view of many of its peers, Shanghai Hino’s sales volume and annual sales volume are relatively small. It is "backward."

The small scale and the single product line have limited the production capacity of Shanghai Hino. Without capacity, the sales volume naturally cannot go up. In 2011, Shanghai Hino expects to sell 14,000 engines, which is insignificant compared with the sales of 100,000 or even hundreds of thousands of other engine plants. Compared with the sales of millions of units in the domestic diesel engine market each year, it is negligible.

For these “backward” performances from the outside world, Shanghai Hino denied the development of high-end diesel engines.

“All along, the Shanghai Hino Motors are taking high-end routes. Naturally, they are higher in price than other engines of the same type.” Shanghai Hino said, but “one penny and one shipment” is expensive. Reason, as long as it is reasonable, it is valuable. “Shanghai Hino is a company that pursues quality,” said Wei Eyong’s answer. “The company’s philosophy is quality first. When other aspects conflict with high-quality pursuits, we will not hesitate to choose the latter.”

In addition to pursuing high quality, Shanghai Hino has also set its sights on a longer-term future. Five years before China implemented the National III emission standards, Shanghai Hino deployed its National III engine products to the Chinese market. Although China began to fully implement the National III emission standards since July 1, 2008, up to now, a large number of new vehicles of the State II can still be sold and licensed on the market.

"Higher emission standards have not been universally implemented in China, but this is an inevitable direction for future development," an industry source said. “A lot of customers are very much convinced about the quality of our engines. Although some people learned that we did not choose to purchase Shanghai Hino when we did not produce engines with lower emission standards, when the emission standards were raised, our chance came.” Shanghai Hino high-rise said.
Hino's temporary "backwardness" in terms of scale and sales is, on the other hand, precisely the advancement of its product quality and strategic vision.

In terms of quality, long-term adherence to Japanese management, importing major components from Japan, has ensured the stability and reliability of the Shanghai Hino engine. "Domesticization can reduce costs, but it cannot be done at the expense of quality. The quality of products must be placed at the top of the list at any time. It is better to make less money or make money slowly, or to have the slightest sloppy in quality. The authentic Hino Quality is the goal pursued by Hino in Shanghai.” It is the persistence and persistence of Shanghai Hino that has won more and more recognition from domestic high-end commercial vehicle users.

It can be seen that with its insistence on high quality, Shanghai Hino has far ahead of other engine companies in the high-end commercial vehicle power market.
In terms of emission standards, as an engine company starting from State III, Shanghai Hino also walked in front of most domestic counterparts. When its main product, P11C series engines, entered the Chinese market, China’s commercial vehicle market was still in Phase II of the country. Even Beijing, which has the most stringent emission requirements, began to implement State III emission standards for light vehicles on December 30, 2005. To date, when China's National IV emission standards are still in place, the Shanghai Hino P11C and J08E series engines have fully met Euro IV emission requirements and have completed relevant launch tests.

About Shanghai Hino
Shanghai Hino is an engine manufacturer jointly funded by Hino Auto Co., Ltd., Guangzhou Automobile Group Co., Ltd., and Shanghai Electric (Group) Corporation. The company adopts Hino technical standards and management models, and specializes in the production of "Hino" brand P11 and J series automotive and engineering diesel engines and related products. The diesel engine produced by Shanghai Hino uses high-pressure common-rail fuel injection technology to achieve Euro III emission standards, and exhaust gas post-treatment technology can meet Euro IV emission regulations.

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