Hino Selects Michigan for U.S. Headquarters
Hino Motors, Ltd. (Hino), the largest truck and heavy vehicle manufacturer in Japan, selected Farmington Hills, Michigan as the site of its U.S. Headquarters and Sales Service Training Center, called Hino Motors Manufacturing U.S.A. Inc. (HMM). “In moving our U.S. headquarters to the heart of the automobile industry, we place ourselves in an excellent position to further expand our market share and better coordinate our manufacturing operations in the United States,” said Hideichiro Chikahiro, President of HMM.
Our job was to plan a world-class grand opening celebration of the brand new 34,000 square foot facility and create widespread media attention in July 2005.
Numerous team meetings were held at Hino to plan the grand opening. We worked with Hino on all the grand opening details – catering, ceremonial ribbon cutting, invitations and registration, audio/visual and staging needs, event photography, special gifts for guests, program speakers, brochures, and all media relations.
We positioned Derek Kaufman, Sr. VP of Sales & Marketing for Hino Motor Sales, as the point person to speak with the media.
Hundreds of auto suppliers, Hino and Toyota staffers, and government officials were invited to the event.
We created a colorful, informative brochure that addressed Hino’s products, design, manufacturing, environmental research, and safety technology components.
Our extensive planning and outreach to local dignitaries and area media was a success. Michigan Governor Jennifer Granholm took part in the grand opening celebration. “This new facility represents the continuation of a partnership with Hino and Toyota that strengthens our state’s position as the leader in the automotive industry. Hino’s investment and the jobs it will create are very welcome and appreciated here in Michigan.” Other dignitaries present included Farmington Hills Mayor Vicki Barnett, Japanese Consul General Yoshiyuki Sadaoka, and United Auto Group CEO Roger Penske.
Numerous media outlets were present at the event, including The Detroit News, The Free Press, The Oakland Press, and The Automotive News. Crain’s Detroit Business, The Oakland Business Review, and Autobeat Daily also ran articles about the grand opening.