What Hino Trucks does

Hino Trucks, legally HINO MOTORS SALES U.S.A., INC., is the U.S. sales and distribution subsidiary of Japan-based HINO MOTORS (part of the Toyota group) and operates exclusively in the United States commercial vehicle market. The company sells light and medium duty Class 5–8 conventional cab trucks through a nationwide network of authorized dealers, offering two principal product families: the L Series (23,000–33,000 lbs. GVWR) and the XL Series (33,000–66,000 lbs. GVWR), with an electric LE Series lineup marketed under the Hino InclusEV zero-emission enablement portfolio. Both series are built on tier-1 supplier drivetrains — Cummins B6.7L and L9 engines, Allison six-speed automatic transmissions, Meritor front and rear axles (L Series), and Dana axles and driveshafts (XL Series) — and feature WABCO active safety systems (OnGuardACTIVE automatic emergency braking, OnLaneALERT lane departure warning) plus electronic stability control. Differentiated layers include the third-generation Hino Edge connected vehicle platform (vehicle tracking, live fleet dashboards, real-time fault alerts, dealer service case workflows, and telematics provider integration), HinoWatch three-year roadside assistance, PureHino genuine parts, and HinoStyle stainless steel accessories.

The business model centers on hardware sales (truck units, parts, accessories) transacted through authorized dealers, supplemented by financing and leasing arranged through Mitsubishi HC Capital America and captured by the dealer point-of-sale. Customer segments are horizontally oriented and target commercial fleet operators, medium duty truck buyers in distribution/logistics/vocational applications, and specialized vocational operators (e.g., towing). Marketing combines the dealer channel with a corporate website, social media presence, newsletters, and trade show activity (e.g., NTEA Work Truck Week, American Towman Expo). Pricing is not publicly disclosed; quotes are handled dealer-by-dealer. The company is privately held, with its U.S. headquarters in Novi, Michigan, and no public revenue or headcount figures are disclosed.

Name

Hino Trucks

Legal name

HINO MOTORS SALES U.S.A., INC.

Website

https://hinooflowell.com

Company type

Private

Operating status

Operating

Short description

Hino Trucks is the U.S. sales subsidiary of HINO MOTORS, selling Class 5–8 light and medium duty commercial trucks through a nationwide authorized dealer network to commercial fleet operators, medium duty buyers, and vocational customers. Offerings include L, XL, and LE Series trucks paired with the Hino Edge connected vehicle platform.

Ownership category

akta.pro rank

Product category

Commercial Trucks

NAICS

Heavy Duty Truck Manufacturing (33612), Motor Vehicle Parts Manufacturing (3363)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Class 4–6 Medium-Duty Truck Manufacturing (IMACABAB)

akta.pro secondary industries

Class 7–8 Heavy-Duty Truck & Tractor Manufacturing (IMACABAC), Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)

Keywords

• Commercial truck manufacturing
• Medium duty trucks
• Connected vehicle solutions
• Electric commercial vehicles
• Fleet telematics

Headquarters

HQ city

Novi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Truck Sales: Sale of light and medium duty commercial trucks (L Series and XL Series) through authorized dealer network. Revenue generated from vehicle sales, with supporting revenue from parts, service, accessories, and financing.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hino Trucks manufactures and sells light-duty to medium-duty conventional cab commercial trucks (L Series and XL Series, GVWR 23,000-66,000 lbs.) for fleet operators and vocational applications across the United States. Revenue is generated from vehicle sales through an authorized dealer network, complemented by genuine parts (PureHino), accessories (HinoStyle), the Hino Edge connected vehicle platform, and the Hino InclusEV electric vehicle portfolio. Financing is offered through partner Mitsubishi HC Capital America.

Product overview

Hino Trucks offers a portfolio of light-duty to heavy-duty conventional cab trucks across two primary series: the L Series (23,000-33,000 lbs. GVWR) for light-medium duty applications and the XL Series (33,000-66,000 lbs. GVWR) for medium-heavy duty operations. Both series feature Cummins engines, Allison automatic transmissions, and Meritor/Dana axles. The product lineup is complemented by connected vehicle technology (Hino Edge), ownership protection (Hino Watch), and electric vehicle enablement (Hino InclusEV, including LE Series Electric trucks). Dealer services include genuine parts (PureHino), accessories (HinoStyle), and service departments staffed by Hino-trained technicians. Financing is facilitated through partner Mitsubishi HC Capital America.

Differentiator

Problem solved

Functional benefit

Brands

• Hino Edge: Third generation connected vehicle solution that synergizes digital connection between fleet customers, dealer network, Telematics Service Providers, and Hino Ultimate Support Center
• HinoWatch
• Hino InclusEV
• HinoStyle
• PureHino

Products and services

• L Series Trucks

Quantifiable outcome

• 5-year, unlimited mile transmission warranty on all Allison transmissions
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• CumminscoreTechnology or IntegrationCummins supplies engines for Hino trucks including the L9 engine (300-360 HP) for XL Series and B6.7L engine (240-260 HP) for L Series. Engines feature advanced technologies including turbochargers, single module after treatment, and common rail fuel injection.
• Allison TransmissioncoreTechnology or IntegrationAllison Transmission provides standard 6-speed automatic transmissions for all conventional Hino trucks. Hino backs Allison transmissions with a 5-year, unlimited mile warranty.
• MeritorcoreTechnology or IntegrationMeritor supplies front and rear axles for Hino trucks. Meritor is described as the world's largest independent manufacturer of commercial truck axles.
• Dana (Spicer)coreTechnology or IntegrationDana Spicer driveshafts are the preferred brand for OEMs, fleet specifiers, and replacement parts professionals. SPL products offer 70% more power density than competitors and 40% increase in bearing life.
• WABCOcoreTechnology or IntegrationWABCO provides safety technologies including OnGuardACTIVE Collision Mitigation System and OnLaneALERT Lane Departure Warning System for Hino trucks.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Peterbilt Motors Company: Peterbilt, a PACCAR brand, sells Class 6-8 trucks through a US dealer network with strong vocational and fleet presence. It competes directly with Hino XL Series on specifications, dealer service, and warranty terms.
• International (Navistar): International builds and sells Class 6-8 medium and heavy duty trucks in the US through a similarly structured dealer network. It competes head-to-head with Hino's XL Series in vocational and distribution applications.
• Kenworth Truck Company: Kenworth, also a PACCAR brand, offers Class 6-8 medium and heavy duty trucks. Its dealer organization and vocational focus make it a close competitor to Hino in commercial fleet and distribution segments.
• Mack Trucks: Mack, a Volvo Group brand, sells Class 6-8 trucks in the US with a strong vocational and regional haul presence. It overlaps with Hino XL Series in fleet, distribution, and refuse/construction applications.
• Ford Pro (F-650/F-750): Ford sells F-650 and F-750 medium duty trucks through its commercial dealer network in the US. These models compete with Hino's L and XL Series for vocational and fleet buyers needing Class 6-7 capability.
• Mitsubishi Fuso Truck of America: Mitsubishi Fuso is a sister company now merged with Hino under the Hino-Fuso integration and sells Class 3-7 medium duty trucks in the US. They share parent ownership and compete in overlapping medium duty segments.
• Isuzu Commercial Truck of America: Isuzu is a Japanese manufacturer with a strong US medium-duty (Class 3-7) footprint sold through a dealer network. It overlaps directly with Hino's L Series in light/medium duty commercial applications.
• Freightliner Trucks: Freightliner, a Daimler Truck brand, is the US market-share leader in Class 6-8 medium and heavy duty trucks. It is the most direct competitor to Hino's L and XL Series across commercial fleet buyers, vocational applications, and dealer-driven sales.

Broad incumbents

• Volvo Trucks North America (Mack brand): Already listed above as direct peer; listed here separately as the Volvo Group's broader incumbent alternative in heavy duty regional haul that competes indirectly with the upper end of Hino's XL Series.
• Volvo Trucks North America: Volvo Trucks North America offers a broad Class 8 portfolio including the VNR medium-duty regional truck. It is a broader incumbent serving larger fleets than Hino's typical buyer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HINOTRUCKSUSA
• YouTubeyoutube.com/user/HINOTRUCKSUSA
• Facebookfacebook.com/HINOTRUCKSUSA
• LinkedInlinkedin.com/company/hino-motors-sales
• Instagraminstagram.com/hinotrucks

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hino Trucks