In a highly competitive commercial vehicle market dominated by seasoned European and Japanese brands, Hino continues to distinguish itself as the undisputed benchmark in customer satisfaction. The brand has kicked off 2025 on a commanding note, once again topping the charts in the latest Datatrack Management customer care survey – a long-running benchmark study conducted among South African truck operators.
For several consecutive years, Hino has led the pack in Datatrack’s quarterly comparative survey, and the first quarter of 2025 has proven no exception. The Japanese truck manufacturer retained its number-one position across the combined categories of sales, service and parts, while also clinching top honours in the individual sales and service segments.
“What was particularly satisfying is that all three winning scores were over 99%, with a combined average of 99.01, and scores of 99.85 for sales and 99.78 for service,” said Itumeleng Segage, General Manager of Hino South Africa.
These results are not just impressive – they’re near-flawless. In an industry where operational downtime can result in significant financial losses, such consistent excellence in aftersales support and customer engagement is not just desirable; it’s essential.
Segage attributes this sustained success to a synergy between local expertise and global strategy. “Competition from all the European and other Japanese brands is very strong and the Hino team is very proud of being able to keep them at bay and to continue leading the way. Our ongoing strong performance in these quarterly surveys is largely due to the commitment and dedication of our countrywide network of 67 dealers and head office staff, as well as the guiding customer care strategies developed over the years by Hino Motors in Japan,” he explained.
The Datatrack Management survey, established in 1986, is widely regarded as one of the most comprehensive barometers of customer satisfaction in the South African trucking industry. The survey canvasses feedback from around 30,000 truck operators every quarter, providing an unparalleled view of how brands are perceived on the ground, where it matters most.
Hino’s enduring lead in this vital survey is not merely a reflection of its high-quality vehicles – it’s a testament to a deeply embedded culture of customer care, underpinned by consistency, responsiveness and long-term relationships.
As South Africa’s commercial transport sector continues to evolve, Hino’s strong Q1 performance sets a high bar for the rest of the year – and for the competition.
