Driving innovation: Sino Mobile and Heavy Equipment  aims to lead the way in Malaysia with HOWO trucks.

Stepping into the limelight, Sino Mobile and Heavy Equipment Sdn Bhd (SMHE) was established in 2016. It was set up with the aim to meet the demand for reliable and high-performing heavy vehicles in industries such as construction, logistics, and construction material transport in Malaysia.

As the official distributor of the Sinotruk HOWO-TX series, SMHE draws on its experience to offer trucks suited to local operational requirements. By focusing on fuel efficiency, durability, affordability and innovative features, SMHE is positioned to provide cutting edge solutions for businesses across the country. Khoo Keh Hann, General Manager of Sino Mobile and Heavy Equipment Sdn Bhd (SMHE) lays out their plans and ambitions for the Malaysian market in this interview with Asian Trucker.

HOWO’s Performance and Advantages in the Asian Market
The Sinotruk HOWO-TX series has become a trusted name in the Asian market. It is renowned for its unmatched durability, fuel efficiency, and advanced engineering. These trucks are specifically designed to handle the region’s challenging terrains and high payload requirements. They are also engineered to withstand the oftentimes harsh conditions of tropical climates.

With EURO V engine technology, these workhorses not only reduce emissions but also offer exceptional torque and comparatively low maintenance costs. This has made them a preferred choice for industries ranging from construction to logistics. HOWO trucks provide a winning combination of performance and reliability, perfectly suited for the diverse needs of Asia’s markets.

With an eye on recent developments, such as the implementation of EURO V emission norms, SMHE has set the aims high; plans are afoot to transform Malaysia’s transport and logistics. “SMHE is committed to meeting the needs of Malaysia’s transport and logistics sectors by introducing innovative, sustainable, affordable and efficient vehicle solutions. By offering the HOWO-TX series, equipped with advanced EURO V technology, SMHE aims to improve fuel efficiency and reduce carbon emissions across industries,” Khoo said.

He added that their plans include expanding the product portfolio by adding specialised configurations for various sectors, such as oil and gas, and mining. In parallel, SMHE is also enhancing their after-sales services, spare part availability, and dealer network. This comprehensive approach underscores their dedication to helping Malaysian businesses achieve operational excellence, and sustainability, according to him.

What Makes the HOWO such a Good Truck?
HOWO trucks are designed to meet the needs of Malaysia’s trucking and transport industry. Built for durability and equipped with advanced technology, they deliver superior performance, fuel efficiency, and high payload capacity. With exceptional torque and reduced maintenance costs, HOWO trucks are ideal for a wide range of applications, including heavy hauling, logistics, and construction. Their reliability ensures businesses can operate efficiently in Malaysia’s challenging industrial landscape.

As no truck can operate without a support framework, SMHE has put in place measures that ensure operators have access to parts and technical support. “At SMHE, we understand that the availability of spare parts is critical to minimising downtime for our customers. That is why we maintain a robust inventory of common spare parts to ensure quick access when needed, Khoo told Asian Trucker. Their already extensive service network spans key regions, with workshops strategically located in Ipoh, Selangor, and Johor to provide comprehensive support across the country.

Beyond these locations, SMHE is continuously expanding its reach by seeking partnerships with potential dealers. Khoo urged interested parties to step forward and to explore this exciting opportunity with them.Beyond these locations, SMHE is continuously expanding its reach by seeking partnerships with potential dealers. Khoo urged interested parties to step forward and to explore this exciting opportunity with them.

Addressing Current Challenges
The introduction of EURO V technology offers a valuable opportunity to educate the market on sustainable and innovative transport solutions. While many operators currently prefer older truck models due to familiarity and cost considerations, SMHE is dedicated to showcasing the long-term advantages of HOWO trucks using the upgraded engine technology.

Through competitive pricing, live demonstrations, and tailored consultations, Khoo and his team aim to empower businesses to make informed decisions that support both operational efficiency and sustainability objectives.

Many transport companies require different types of trucks. Having a deep understanding of the customers’ needs has enabled SMHE to tailor their product portfolio accordingly. “Yes, at SMHE, we understand the needs of the industry and prioritise providing the best solutions for our customers. We are actively exploring new additions to our portfolio, including specialised vehicles for sectors such as oil and gas and mining.“ As part of the company’s commitment to supporting Malaysia’s industrial growth, they aim to introduce these configurations in 2025, ensuring their offerings continue to meet the demands of a dynamic market.

Core Competencies as Dependable HOWO dealer SMHE stands out as a trusted dealer by combining industry knowledge with a steadfast commitment to customer satisfaction. Khoo said that the business prides itself on reliability, ensuring stock readiness for spare parts, and offering a robust service network across key locations in Malaysia. Transparent pricing, comprehensive warranty coverage, and excellent after-sales support give clients the confidence to depend on them for their trucking needs. These core competencies make SMHE a partner of choice in the heavy vehicle industry.

Transport companies have a plethora of choices. Khoo made an argument for opting for their offering by saying that SMHE emphasises on delivering value and reliability. He stressed these as this lies at the heart of any business engaged in transportation.

HOWO trucks are competitively priced and supported by a strong warranty, an growing service network, and readily available spare parts.

Customers benefit from comprehensive after-sales support, which includes maintenance services, repair solutions, and tailored training programmes designed to maximise operational efficiency. With a focus on building long-term partnerships, SMHE ensures every client receives the highest level of service and care. These initiatives aim to optimise operational efficiency and provide even greater value to our customers.

Key Applications
HOWO trucks are engineered for versatility, making them well-suited for a range of industries. From transporting heavy cargo and hauling construction materials to distributing ready-mix concrete, these trucks excel in meeting the unique demands of Malaysia’s dynamic industrial and logistics sectors.
“At SMHE, we are committed to continually enhancing our value proposition. While our current focus is on delivering high-quality trucks and exceptional after-sales support, we are actively exploring additional services such as driver training, telematics systems, and extended warranties. Stay tuned as we roll out these enhancements in the near future!” Khoo said.