After having scored a record of sorts by selling out 17,000 units of its engines, generators and water pumps in the Saudi market in the 12 months from April 2004 to March 2005, Fuji Heavy Industries (FHI) has set its eyes on a bigger target for this year.

“We have set ourselves a target of 19,000 units for this fiscal year, notching an impressive growth over figures achieved in the previous year,” says Tokuya Sato assistant manager for Africa, Middle East and Oceania sales section.
FHI supplies multi-purpose engines, generators and water pumps to the market. The company’s yellow “Robin” is very popular in the market and these engines have been widely used coupled with construction machinery, such as road roller, plate compactor and vibrator etc.
“We are getting good feed back from end users due to their durability and dependability,” Sato points out.  “Demand of our engine EY40 (maximum 10 hp) was remarkably high in last year due to booming of construction,” he adds.
Turning to FHI’s generators, Sato says: “The company’s newly-introduced RGX series of gasoline generators for construction purposes has taken the market by storm. All three products in the gasoline range – the RGX2900, the 3600 and the 4800 – have been doing exceptionally well and come with a competitive price.
“These generators achieve high performance, thanks to the powerful EX engine series with the sophisticated OHC system.”
The company has witnessed a gradual increase in sales since 2000 and has been averaging a sale of above 14,000 units.
Referring to the competition in the market, Sato says: “Competition is becoming tough not only from Japanese manufacturers but also from manufacturers in China who have been dumping cheap duplicates in the markets.
To offset this effect, we have planned to enhance our after-sales service effort through the quick supply of spares and also through providing service training for mechanic of our distributors.”
With an employee strength of 14,000 and a capital of JY154 billion ($1.43 billion), FHI is a leader in the manufacture of automobiles (Subaru), railway vehicles, industrial vehicles, multi-purpose engines, bus bodies, and aircraft.
“Since the company was established in 1953, it has been developing reliable technologies and encouraging individuality,” says a spokesman.  “Keeping in mind a corporate philosophy that respects technology and individuality, we develop advanced technologies and supply products that meet customers’ satisfaction, while contributing to the creation of a society where people and environments can coexist with each other in harmony.”
FHI is a diversified manufacturer of general vehicles comprising automobile, aerospace, vehicle and environment, bus and house, and industrial equipment divisions.
“By focusing on unique technologies within these divisions, we will continually develop original products and promote global environmental protection. We will do our utmost to achieve these objectives,” says the spokesman.
The company’s Industrial Equipment Division, which is engaged in the development and the production of multi-purpose Robin engines, started with an engine plant of Nakajima Aircraft, the predecessor of Fuji Heavy Industries Ltd.
Over the years, Robin has earned an enviable position both in Japan’s domestic market as well as the international markets.
“In the fields of construction and agricultural machines, which support the infrastructure of society; leisure equipment that, contribute to the quality of life; and snowploughs and electric generators, that support daily life, Robin engines are ranked second in Japan and fourth in the world in terms of market share,” says the spokesman.
The company’s Saitama plant, located in a rural district of Saitama, produces more than 800 types of engines. This new plant, which has expertise accumulated over many years and advanced development and production facilities, has a factory building, a research building, a parts service centre, and a main office building.
It is also equipped with environmental protection facilities including air pollution prevention and energy-saving equipment: Everybody working at this plant is working constantly for product quality improvement, he adds.