Incorporating the First Lady's Opinions Too The "Partner for Working People" Undergoes a Full Model Change

On September 2, Daihatsu Motor Co., Ltd. unveiled a fully redesigned version of its long-selling light truck, the "HiAce Truck," at a press conference held at the Garden Hall and Center Plaza in Tokyo's Ebisu Garden Place. This model, first launched in 1960, is Daihatsu's longest-running vehicle. This marks the first new model in 15 years. Continuously improved over the years, this tenth-generation model serves as a "partner for working people" in agriculture, construction, and other fields.

 

President Masanori Mitsui expressed confidence, stating, "In developing this new model, we conducted detailed research into customer usage patterns and requests. The result is a vehicle that is easy to work with, economical, reliable, and offers customizable options." He also revealed that, as the sole automaker participating in the Ministry of Agriculture, Forestry and Fisheries' "Agricultural Women Project," Daihatsu collaborated with the project to incorporate feedback from women involved in agriculture into the vehicle's design.

Launched last November, this project focuses on "women," "corporations," and "businesses" to bring innovation to agriculture, aiming for the "sixth industrialization of agriculture" – one of the growth strategies under Abenomics. By collaborating with women in agriculture and various industries, promoting product development and activities, it seeks to revitalize agriculture and increase new entrants. It currently has over 180 members, with 13 companies participating, including Daihatsu.

 

Prime Minister Abe's wife, Akie Abe, a supporter of the project, appeared as a guest on stage. Drawing on her own farming experiences, she stated, "I discussed with the women in agriculture what kind of truck would be best. I'm looking forward to seeing the actual vehicle," adding, "Farming is a wonderful job, and the light trucks that support it are important partners." She also participated in a talk session with five project members who are actual farmers and President Mitsui. They actively exchanged views on women's roles in agriculture, the project, and the HiAce. Particularly well-received was the manufacturer option "Agricultural Women's Pack," featuring UV-cut glass, a vanity mirror, and a choice of eight body colors. President Mitsui concluded, "I believe it will become a 'cute yet dependable' partner for working women too."

Agriculture, Forestry and Fisheries Minister Yoshimasa Hayashi, the project's cheerleader, rushed to the venue and greeted attendees, saying, "I was looking forward to today's announcement. The Abe Cabinet also aims for a society where women shine."

 

The various models of the HiAce series were displayed in the center plaza and opened to the press.
Mrs. Akie Abe also looked around with interest at vehicles loaded with vegetables, fruits, seafood, and building materials, appearing satisfied with the results.

"Hiace Truck" Website: www.daihatsu.co.jp/lineup/truck/