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Established in 1972, Hitachi Sales (Malaysia) Sdn. Bhd. (HSM) implements operational strategies and engages in product planning.
It receives marketing and consultancy support from Hitachi Home Electronics (S) which is based in Singapore. HSM currently has set up four main service centre in Penang, Ipoh, Kuantan, Johor and appointed agent in Sabah, Sarawak and Labuan with numerous service points all over the country.
The company markets Hitachi consumer electronic products such as audio and video equipment and home appliances in Malaysia.
In addition, HSM is also distributing Hi-Tech products and digital equipment such as LCD projector.
Hitachi had been manufacturing fans, electric refrigerators, coolers and well pumps since before World War II. However, the desires for household appliances only began in the late 1950s in Japan.
Hitachi released its first television model in 1956 under an affiliate brand, Showa Denshi (currently known as Kokusai Electric Inc). During that time, Hitachi was not well known for its home appliances as compared to Kansai manufacturers. To counter this, Hitachi managed to secure the right to advertise on the Tsutenkaku Tower in return for supporting its construction costs. Television then, was a popular topic among the consumers. Hence, Hitachi advertised on all four sides with "Hitachi Television", "Hitachi Pumps", "Hitachi Motors" and "Hitachi Lamps".
Hitachi's product range was extended to include light bulbs, fluorescent lamps, vacuum cleaners, room coolers, transistor radios, tape recorders and electric heating appliances. In 1957, Hitachi Home Electric Appliance Geppuhanbai (currently known as Hitachi Capital Corporation) was established to promote sales in Tokyo and Osaka. As the average annual income of a salaried professional was low due to economic recession, Hitachi started allowing convenient monthly installment purchasing of its products. After an economic growth, ordinary people are able to enrich their lives with one highly sought-after appliance after another through monthly installment payments.