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July 10, 2000 9:30 AM, EDT

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.

	Hino Digest Trucks (U.S.A)
	ng>Theodore J. Fick

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.

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.

“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.

For the full story, see the July 10 print edition of Transport Topics. .