Sinotruk Howo Euro V Trucks Roll into Malaysia

This article was first publish in Truck & Bus 20 February 2025 : Sinotruk Howo Euro V Trucks Roll into Malaysia

Khoo Keh Hann, General Manager of Sino Mobile and Heavy Equipment Sdn Bhd (SMHE)

SMHE Introduces Sinotruk Howo Euro V to Meet Malaysia’s Transport Demands

“Recognised globally for their innovation and reliability, the Howo Trucks are tailored to serve diverse industries, such as construction, logistics and material transport, in addressing a critical need for versatile and efficient solutions. However, entering a market dominated by established brands presented significant challenges for SMHE. Building trust and credibility requires a strong focus on transparency and reliability. To overcome initial hurdles, SMHE ensured that its truck inventory was readily available to minimise customer waiting time, thus setting itself apart in operational efficiency,” said General Manager Khoo Keh Hann.

Additionally, he pointed out that the company was investing heavily on creating a robust after-sales support system to provide ongoing assistance, which was crucial for gaining customer confidence. SMHE also emphasised market education to promote the benefits of Euro V technology as a key feature of the Howo trucks. This included highlighting their role in reducing emission and delivering long-term operational savings that aligned with Malaysia’s growing focus on sustainable and cost-effective transport solutions.

Khoo shared that the company’s core customer base comprised logistics providers, construction companies and industries engaged in heavy hauling operations. The Sinotruk Howo Trucks made a significant impact in key regions such as Selangor, Johor, Ipoh and Penang, which were hubs of high infrastructure activity and strong economic growth. According to Khoo, these trucks were especially valued in these areas for their exceptional reliability and capability in performing efficiently under challenging and demanding conditions.

Positive feedback from early adopters

“Feedback from early adopters was positive,” Khoo noted. “Customers praised the trucks for their excellent fuel efficiency, ease of maintenance and dependable performance across Malaysia’s diverse road conditions. Additionally, the ready availability of spare-parts and the company’s responsive after-sales support were instrumental in minimising downtime and ensuring smooth operation. These factors played a vital role in building trust and loyalty among SMHE’s expanding customer base.”

The market is saturated with many Chinese truck brands but as a new player, SMHE embraced a customer-centric approach to stand out. "At SMHE, customers are prioritised with competitive pricing, reliable spare-parts availability and comprehensive after-sales service nationwide," Khoo explained.

Sinotruk Howo trucks, he continued, were tailored to meet the specific needs of transport and logistics operators. They featured fuel-efficient engines to lower operational costs, advanced telematics systems for enhanced fleet management and monitoring, and customisable configurations to suit various industry requirements. Designed to withstand demanding operations, these trucks delivered a low cost per kilometre (CPK), ‘exceptional durability’ and minimal maintenance needs.

“SMHE is confident that with this combination of customer focus, robust truck’s features and operational efficiency, the company could set itself apart and provide businesses with the solution they need to optimise profitability and performance," he stated.

Expanding through localisation and partnerships

To strengthen its foothold in the Malaysian market, SMHE is actively pursuing strategic partnerships. Khoo shared that the company sought collaborations with workshop operators and local dealers to expand its sales and after-sales service network, and enhance accessibility and convenience for customers. He encouraged interested parties to reach out to explore dealership opportunities.

Additionally, SMHE is engaging directly with logistics companies, construction firms and fleet operators to better understand their unique requirements and deliver tailored solutions. “The company is also partnering with financial institutions to provide flexible and attractive financing options to make its high-quality vehicles and services more accessible to businesses,” Khoo added.

On the spare-parts front, SMHE is said to maintain an inventory capable of serving more than 1,000 trucks nationwide, ensuring consistent availability and fast replacements to minimise downtime.

The company also initiated localisation efforts to further strengthen its presence. “Licensed to assemble and build truck bodies in Malaysia, SMHE leverages its in-house capabilities to ensure high product quality while contributing to the local economy through job creation and skills development. Localisation also enables the company to offer customised solutions tailored to the specific needs of Malaysian industries, further solidifying its commitment to the market,” he said. Looking ahead, Khoo shared SMHE’s vision of becoming a leader in Malaysia’s transport and logistics sector by delivering innovative, sustainable and cost-effective solutions. He emphasised that the company was dedicated to empowering businesses through reliable vehicles, robust after-sales support and cutting-edge technology.

“By focusing on customer success and fostering strategic partnerships, SMHE aims to drive economic growth, enhance operational efficiency and contribute to the development of Malaysia’s logistics and transport infrastructure,” he stated.

For businesses and individuals interested in Sinotruk Howo trucks, Khoo encouraged them to reach out via the company’s hotline or through its website at www.smhe.my. Customers were also welcome to visit its workshop at Jalan Bukit Kemuning, Bukit Kemuning, Seksyen 32, Shah Alam, Selangor.

“SMHE’s team is committed to providing personalised guidance and showcasing the reliability and performance of Howo trucks,” he concluded.

中国重汽豪沃（Sinotruk Howo）欧V卡车

Sino Mobile and Heavy Equipment 私人有限公司(SMHE)将中国重汽豪沃（Sinotruk Howo）欧V卡车引入大马，以满足市场对可靠、高性能和经济高效重型车辆日益增长的需求。

总经理Khoo Keh Hann表示：“豪沃卡车因其创新和可靠性而获得全球认可，专为建筑、物流和物料运输等不同行业量身定制，以满足市场对多功能、高效解决方案的迫切需求。然而，进军这个由知名品牌主导的市场，确实为公司带来重大挑战，因为唯有高度重视透明度和可靠性，才能建立起信任和信誉。SMHE确保其卡车拥有足够的库存，能够最大限度地减少客户的等待时间，从而在运营效率方面脱颖而出来克服最初的障碍。”

此外，他指出，公司将大量投资用在创建强大的售后支持系统，为用户提供持续的帮助，因为这对赢得客户的信心至关重要。另外，注重市场教育的SMHE，将欧V技术的优势作为豪沃卡车的主要特点来宣传。其中包括强调它在减少碳排放和实现长期运营节约方面的作用，这与大马日益关注的可持续和具成本效益的运输解决方案一致。

Khoo表示，该公司的核心客户群包括物流提供商、建筑公司和从事重型运输业务的行业。中国重汽豪沃卡车对雪兰莪、柔佛、怡保和槟城等关键地区带来了重大影响，这些地区都是基础设施活动频繁、经济增长强劲的中心。据他表示，这些卡车凭借着其卓越的可靠性，还有它们在充满挑战及苛刻条件下高效运行的能力，特别受到上述领域的青睐。

早期用户评价佳

Khoo指出：“之前购买的用户都对豪沃卡车做出高度评价。他们称赞这些卡车在大马的不同路况行驶时具有出色的燃油效率和可靠性能，而且易于维护。再加上，供应充足的备件和反应迅速的售后支援，有助于最大限度地减少停机时间并确保业务的平稳运行。这些因素在SMHE不断扩大的客户群中建立信任和忠诚度方面，发挥了关键作用。”

市场上充塞着许多中国卡车品牌，而作为新的市场参与者，SMHE以客户为中心的方法使它有别于其他商家。“在SMHE，客户永远优先。我们提供有竞争力的价格、可靠且充足的备件和遍布全国的全面售后服务。”Khoo解释说。

他续说，中国重汽豪沃卡车是为满足运输和物流运营商的特定需求而量身打造的。它们具有可降低运营成本的节能引擎，能够增强车队管理和监控的先进远程信息处理系统以及可满足各种行业要求的客制化配置。这些卡车专为承受苛刻的操作而设计，每公里成本(CPK)低、具有卓越的耐用性和最低的维护需求。

“SMHE相信，透过以客户为中心、强大的卡车功能和运营效率的结合，该公司能够为企业提供有别于其他公司，优化盈利能力和绩效所需的解决方案。” 他说。

通过本地化和合作伙伴关系进行扩张

为了增强在大马市场的立足点，SMHE正在积极寻求战略合作伙伴。Khoo表示，该公司寻求与修车厂经营者和本地代理商合作，以扩大其销售和售后服务网络，为客户提供更好的可及性和便利。他鼓励有兴趣的业者联系该公司，探索分销豪沃卡车的商机。

此外，SMHE还直接与物流、建筑公司和车队运营商合作，以更好地了解他们的独特需求并提供量身定制的解决方案。Khoo补充说：“我们还与金融机构合作，为企业提供灵活且具吸引力的融资选择，使他们更容易获得SMHE高质量的车辆和服务。”在备件方面，据说该公司拥有能够为全国1千多辆卡车提供服务的库存，确保充足的备件供应和快速更换，最大限度地减少停机时间。

为了进一步提高影响力，该公司还启动了本地化的倡议。“SMHE获得在马来西亚组装和制造卡车车身的许可，利用其内部能力确保高产品质量，通过为本地创造就业和技能发展的机会，为经济做出贡献。本地化还使该公司能够提供适合大马行业特定需求的客制化解决方案，进一步巩固我们对市场的承诺。”

Khoo也透露SMHE的愿景，即通过提供创新、可持续和具有成本效益的解决方案，成为大马运输和物流领域的领导者。他强调，该公司致力于通过可靠的车辆、强大的售后支持和尖端技术为企业赋能。

他表示：“SMHE旨在透过专注于客户成功和培育战略合作伙伴关系的策略，推动大马的经济增长、提高运营效率并为物流和运输基础设施的发展做出贡献。”

他鼓励那些对中国重汽豪沃卡车感兴趣的企业和个人，通过该公司的热线或其网站 www.smhe.my进行联系。此外，他也欢迎顾客光顾其位于Jalan Bukit Kemuning, Bukit Kemuning, Seksyen 32, Shah Alam, Selangor的修车厂。

“SMHE的团队始终致力于提供个性化的指导，展示豪沃卡车的可靠性和性能。”他总结说。