AHMAD YASMIN YAHYA: Pioneering Sustainable Commercial Mobility

AHMAD YASMIN YAHYA, Director, HINO

In the fast-paced world of entrepreneurship, where innovation meets necessity, the rumbling of engines no longer defines progress, the paradigm is shifting towards a more sustainable future. Entrepreneurs now are not merely the captains of their industry, they are the stewards of our planet, architects of a future where progress coexists with environmental responsibility. AHMAD YASMIN YAHYA, the Director and Chief Operating Officer of HINO Motors Sales (Malaysia) Sdn Bhd, stands at the forefront of this forward-thinking business strategy and dynamic leadership. 

Unfathomable Drive and Determination

Born in July 1962, under the auspices of the Chinese zodiac’s tiger, Ahmad Yasmin Yahya embodies the tenacity and drive associated with this majestic creature. As a leader, he personifies the ethos of a determined and motivated entrepreneur who has seamlessly blended technology, sustainability, and business acumen to redefine the landscape of transportation and logistics solutions.

The eldest of three brothers, Ahmad inherited a legacy of principles and a long-term vision instilled within him by his father, who served as his guiding influence. Ahmad Yasmin Yahya’s educational odyssey took him to the United States of America, where he earned a Degree and a Master of Business Administration in 1985. This international exposure laid the groundwork for his global perspective, enabling him to bring a unique blend of Western and Eastern management philosophies to the Malaysian business landscape.

Returning to Malaysia, Ahmad embarked on a diverse career journey, initially spending six years with an established financial institution, reaching the pinnacle as a Branch Manager across four different cities and states. A brief but impactful stint in a Japanese oil and gas company honed his skills as the Head of Human Resources before unforeseen challenges led to a change in direction. This twist of fate brought him to the doorstep of HINO Motors Sales Malaysia in 1992. Joining as the Financial Controller Manager, his impressive career over the long stretch of 28 years exemplified his adaptability and dedication as a leader. The trust and confidence gained from top management paved the way for Ahmad to navigate through various divisions, climbing the hierarchy across Finance, HR, Sales, Marketing, After-service and parts, Training, and the establishment of the Total Support Division. 

Navigating Challenges, Cultivating Values

A watershed moment in his career came in 2017 with the establishment of the Total Support Division, aligning the company’s direction with new values. Ahmad spearheaded a transformation towards a customer-centric model, emphasizing the best-fit product to maximize business activities’ uptime and minimize downtime. However, this journey was not without its challenges. Resistance, resentment, lack of confidence, and trust were common obstacles, especially from the older generations of Dealer Owners.

Undeterred, Ahmad led the charge, offering training, seminars, workshops, and incentives to instill Total Support values. Within three years, HINO dealers embraced the philosophy, gaining confidence and driving higher business profits. Ahmad’s leadership style, which he terms “Impact Leadership,” prioritizes listening, reasoning, and logical thinking. He fosters a culture of loyalty, respect, and positivity, believing that a win-win formula is the key to healthy relationships at all levels.

A Step Towards Sustainable Commercial Mobility

As the Director and Chief Operating Officer, Ahmad Yasmin Yahya’s vision transcends the boundary of his organizational success and embraces a broader mission. “We aim to transport every happiness,” he affirms, highlighting the company’s commitment to enhancing the overall well-being of its customers. The Total Support Mindset, Total Support Cycle, and Total Support Philosophy are the integral components of his mission designed to provide the “Best Fit Product” and comprehensive support that aligns with the company’s goal of adopting a customer-centric approach for making Malaysia a better place to live.

In the pursuit of sustainability, HINO Motors Sales Malaysia subscribes to the CASE framework – Connected, Autonomous, Shared, and Electric. The company remains vigilant, resourceful, and innovative in product development, efficiency improvements, and research and development. As a specialist in commercial vehicles, particularly light, medium, and heavy-duty trucks, and buses, HINO Motors Sales Malaysia strives to be the “Best in Town.”

“Never Say Die Until We Try,” echoes AHMAD YASMIN YAHYA, encapsulating the company’s attitude toward adapting to change and embracing new technologies. The emphasis on CASE technologies ensures that HINO Motors Sales Malaysia remains a forerunner in the evolution of sustainable and environmentally friendly commercial mobility.

Zero Traffic Accident Casualties

A standout feature of HINO Motors Sales Malaysia’s mission is its commitment to enhancing road safety. With a vision of Zero Traffic Accident Casualties, the company actively incorporates advanced safety features into its vehicles. AHMAD YASMIN YAHYA emphasizes the importance of adapting to changes and embracing new technologies to achieve this ambitious goal.

Leadership and Beyond

In his 28-year career, Ahmad has reached the summit as the Director/Chief Operating Officer of HINO Motors Sales Malaysia. His leadership has earned the trust, confidence, respect, loyalty, and admiration of the top Japanese management. His achievement serves as a motivation for his employees to aspire to greater heights in their careers, thus nurturing a new generation of leaders within the organization.

With a focus on building strong second-line management and a versatile team, Ahmad looks toward the future on a happy note. His impact on HINO Motors Sales Malaysia is not only evident in its growth and success but also in the company’s ability to adapt to change and embrace innovation.

Vision Unleashed

As the world grapples with challenges like global warming, traffic accidents, and labor shortages, Hino Motors is not merely adapting but leading the charge toward sustainable solutions. Ahmad elucidates, “To make the world a better place to live by helping people and goods get where they need to go—safely, economically and with environmental responsibility—while focusing on sustainable development.”

The company’s corporate mission, established since its founding in 1942, has taken on renewed significance in recent years. With a focus on CASE technologies (Connected, Autonomous, Shared, and Electric), HINO Motors Sales Malaysia aims to be essential to its customers and society by providing sustainable next-generation “commercial mobility.”

In a rapidly transforming world, Ahmad emphasizes the importance of unity. “Team HINO,” as he calls it, is not just the amalgamation of individuals but a united force ready to face challenges. Collaborating with the Toyota Group and like-minded partners, Ahmad envisions a future where HINO Motors Sales Malaysia remains an essential player in the transportation and logistics industry.

Awards and Accolades

HINO Motors Sales Malaysia’s commitment to excellence has been acknowledged with prestigious awards such as Truck of the Year in 2012 and 2013, along with being named Commercial Vehicle Company of the Year in 2011 by Frost & Sullivan. These accolades are not just testaments to the company’s prowess but reflect Ahmad’s exquisite leadership that has propelled the organization to new heights.

A Legacy of Excellence in Commercial Mobility

As we navigate the intricate world of sustainable commercial mobility, Ahmad Yasmin Yahya emerges not just as a Director/Chief Operating Officer but as a beacon of visionary leadership. His journey, marked by resilience, adaptability, and a commitment to values, epitomizes the ethos of modern entrepreneurship. HINO Motors Sales Malaysia, under his stewardship, is not just a commercial vehicle company; it is a driving force towards a better, sustainable future.

In the words of Ahmad Yasmin Yahya, “Our thoughts, thinking, mindset, and work plans must move in tandem with new technologies and environments. ‘Never Say Die Until We Try’ is the attitude we should always have in our minds.”

In the grand narrative of commercial mobility, Ahmad Yasmin Yahya stands as a testament to the transformative power of leadership, steering HINO Motors Sales Malaysia towards a horizon where progress and sustainability intertwine.