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Bahrah Trading Company re-launches Hino Motors Ltd, Japan
November 13, 2014, 3:00 pm

HINO Motors LTD, largest manufacturer of trucks in Japan and member of Toyota Motor Corporation, was re-launched by Bahrah Trading Company (BTC), one of the Al Sayer Group Holding Companies. Naser Mohamed Al Sayer - Chairman,  Mubarak Naser Al Sayer – CEO, graced this special occasion with their presence.

The Japanese Ambassador to Kuwait, H.E. Kenichi Sekine - Chief Representative of Hino Middle East Office and Hino Middle East Parts Depot in UAE, Toshiaki Yasuda - Senior General Manager of Hino Motors and Melakandy Hamza – GM of Bahrah Trading Company were the other dignitaries of the event. Senior Management of Al Sayer Group Holding Companies, key clients and representative from the local press and media houses of Kuwait were also present at the re-launching ceremony.

In the opening speec, Mubarak Naser Al Sayer said, “Al Sayer Group embarked on a long path to wide ranging milestone successes, achievements and goals, and you being with us on this event are one of these landmark achievements, with BTC as an ASG company representing the world famous Hino brand”. Speaking about HINO he added” As the largest heavy and medium trucks manufacturer in Japan and the world’s third largest manufacturer, Hino has fairly demonstrated a deep rooted heritage of time tested record of values, traditions and innovation for more than 72 years.

Hino has maintained a proven record as one of the world market leaders with representation and presence in GCC and Africa since 1960’s, demonstrating perfect performance and most efficiently withstanding harsh climatic operation conditions, e.g. sweltering heat and sand storms”.

In 1942, Hino Motors was founded, and started its history of truck business. Now, HINO is part of Toyota Group aims to provide the most suitable products to the customers which unite “QDR”. “Q” is for Quality based on Toyota standard, “D” is for Durability and “R” is for Reliability, which we are proofing them by achievement of finishing Dakar Rally, the toughest rally in the world, for 23 consecutive years.

Explaining the new partnership with BTC, Toshiaki Yasuda said, “With full of hope, Bahra Trading Company has become our distributor in Kuwait this time. Philosophy of Bahrah Trading Company is to place special emphasis on after-sale service, which exactly meets our policy too. We are confident that dedicated after-sale service for Hino trucks will be supplied with 3S: sales, services and spare parts by Bahrah Trading Company. We aim to sell 172 thousand units worldwide in 2014. In order to achieve this goal, we have been expanding our business, and I am extremely pleased that we came back in Kuwait”.

Highlighting the quality principles of HINO, Mr. Yasuda commented that the basic philosophy of Hino Motors is “3S Total Support” to our valued customers. We would like all Hino customers to experience the real values of Hino vehicles, which is represented by “Maximized uptime” and “Minimized operation cost”.

In order to materialize “3S Total Support” in the Middle East, Hino established 2 business bases in UAE. One is Middle East Office in Sharjah with technical training center, and the other is the newly launched Middle East Parts Depot in Dubai World Central. Basing upon 2 locations in UAE, Hino’s specialists of Service, Spare parts and Sales are extending their full assistance to Bahrah Trading so that they can provide the best support to Hino customers in line with “3S Total Support” philosophy.

In the concluding speech explaining about HINO operations in Kuwait, Mr. Melakandy Hamza said, “A team of technicians have been trained at HINO facility in Sharjah, sufficient inventory of parts considering the Units in operation in Kuwait have already been in place at our warehouse. Necessary  tooling  including special tools and diagnostic equipment and instruments are in place to assist the service operations. While our Ahmadi center is to be the hub of Hino activities, our Al Rai and Ardiyah facilities are also fully geared up for extending all out assistance to support the  service and parts operations. I am confident that HINO in Kuwait poised for a grand success and let me assure our valuable customers once gain of our commitment and total support.”

Marking the closure of the ceremony key customers of BTC, including KECC General Trading Company, Zahem Al Malhotra and Al Sayer Car Rental division, were honored with a token of gratitude, commemorating their successful long-term association with BTC.

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