China's heavy machinery company aims high in US market

CNC
Added On April 18, 2019

 A leading heavy machinery manufacturer in China has mapped out an ambitious blueprint to build a billion-dollar subsidiary in the United States.

 
In a recent interview with CNC, the company discussed its big plans for the future.
 
SANY America is the U.S. subsidiary of SANY Group, a leading heavy construction equipment manufacturer in China.
 
It aims to grow from an 80-million to a 1-billion-U.S.-dollar company in North America's extremely competitive market. 
 
It seems an impossible mission for outsiders, but CEO of SANY America, Doug Friesen, said that it is very doable.
 
SOUNDBITE (English): DOUG FRIESEN, CEO of SANY America
"But we and again it's the products that we have in our offering that allows us to get there. If we had terrible products, we won’t be able to do it, but we have superior products and now it's just building the infrastructure to get it. I don't think it's that ambitious. I think we can."
 
Friesen, who assumed his current position in June 2017, is a veteran with years of experience in the automotive and heavy construction equipment industry.
 
He said he has confidence in the superior durability and cost-effectiveness of his company's products.
 
SOUNDBITE (English): DOUG FRIESEN, CEO of SANY America
"We have a lot of competitive advantages, and part of it is we have to let the American market know them, know them and try them. But the most important thing is that, these machines are designed and engineered in China, and they're designed and engineered for a market that typically runs 24/7 usage. And so they design for that durability and that strong testing."
 
Noting that brand recognition remains a major hurdle for their products in the U.S. market, Friesen?stressed the priority is to establish their brand's credibility among customers.
 
SOUNDBITE (English): DOUG FRIESEN, CEO of SANY America
"We've only been around for a short period of time. Nobody knows our brand. But once they get connected with our brand and people know who we are, we will see an explosion of products being sold."
 
The CEO said that SANY America will introduce 16 excavator models in the U.S., that can serve markets in North and South America.
 
The company also plans on expanding its manufacturing base and significantly increasing its number of locally-hired hands.
 
SANY America's manufacturing team, alone, is expected to grow from 25 to around 300 within the next five years.