Taking Hino to New Heights
LAS VEGAS — Theodore J. Fick has taken on a job he knows will be tough — making Hino trucks a household name in the truck-buying community.
Fick explained his goals as senior vice president of Hino Diesel Trucks (U.S.A.) during an June 29 interview at the International Trucking Show at the Las Vegas Convention Center. On May 16, the 40-year-old executive left Paccar Inc., parent of big-name truck manufacturers Peterbilt and Kenworth, after 17 years for employment with the little-known company in the United States.
“Hino currently has less than 1% of the U.S. market for medium-duty trucks,” he said about his employer, a New York-based subsidiary of Hino Motors. “But the company has done very little advertising or promotion.
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 |  Hino Digest Trucks (U.S.A) |
| Theodore J. Fick |
As the highest ranking U.S. citizen within the management of Japan’s top truck maker, his job is to rescue the brand from obscurity in competing against old-timers like Mack Trucks and newcomer Bering.
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