Bangkok, Thailand – Hino Motors Sales Thailand has appointed Day Yingchol as its new president, marking the first time a Thai executive has taken the top leadership role at the company.
The appointment comes as the commercial vehicle manufacturer prepares for the industry’s transition to Euro 5 emissions standards and seeks to strengthen its position in Thailand’s truck market.
Yingchol brings more than 35 years of experience in the automotive and commercial sectors, with a background covering both sales and after-sales operations. According to the company, his management approach places strong emphasis on incorporating customer feedback into strategic planning.
As part of this direction, the company said it will continue engaging with transportation associations and dealer partners nationwide to align policies with market needs. In a press release, Hino expressed that it is also working to further integrate its operations through a “One Direction” approach, coordinating sales, service, parts, and dealer networks to support customers across the vehicle lifecycle.
The company also plans to focus on managing the shift to Euro 5-compliant vehicles while pursuing growth in the commercial truck segment. Key priorities include accelerating sales of new-generation models, improving inventory management, and increasing the number of active Hino trucks operating in the market through continued service support.
Hino also intends to strengthen its use of data analytics to improve sales forecasting, study customer behaviour, and support business planning with affiliated production and supply partners.
Yingchol said the company aims to position itself not only as a truck distributor but also as a long-term partner to businesses in the transportation sector.
“Today’s Thai truck market is no longer driven by price alone. Customers expect not only high-quality products, but also a partner who truly understands the transportation business — delivering complete, comprehensive and worthwhile solutions in every aspect. Hino will not be merely a truck distributor,” Yingchol said.
He added, “We will stand as a long-term business partner, growing alongside our customers with their best interests at the centre. Listening directly to our customers is the foundation of sound strategy. When our customers’ businesses grow sustainably, Hino will grow sustainably with them.”
