63
EQUIPMENT
july-august 2013
international
construction
HIAB
Indeed, when
iC
spoke to him,
he identified this as a key priority.
“We are working very much with
how our brand is perceived. We
have very strong brand recognition,
and we want to build on that in
the market and understand what
the customer wants. We also see
the need to adapt in some cases
and we may consolidate our
distribution to be more efficient in
some markets,” he said
Loader cranes are primarily
sold in the richer countries of the
world, but that is not to say the
company is not eyeing emerging
markets.
“It is a developed world product,
but there are opportunities in
developing markets for stiff boom
cranes, with our joint venture in
T
here are parts of the world
where people in the building
and construction trades
will say ‘Hiab’ instead of ‘loader
crane.’ This remarkable piece of
brand recognition is thanks to the
company’s long history – it will
celebrate its 70
th
birthday next year
– but anecdotally at least, Hiab
does not seem to have the same
iron grip on the markets it once
enjoyed.
Previously with Volvo
Construction Equipment as
managing director of the Western
part of the Europe, Africa &
Middle East (EAME) territory,
Carl Gustaf Göransson was
brought on-board to improve the
sales network and address some of
these issues.
Renewed
focus
Joining the company from Volvo Construction
Equipment, Hiab’s new senior vice president for
global markets, Carl Gustaf Göransson, has a
plan to make one of the oldest names in loader
cranes more visible and approachable around
the world.
Chris Sleight
reports.
China for example. We are looking
at Russia, and similarly in Brazil
and the rest of South America, I
think we can succeed if we have the
right product,” said Mr Göransson.
The joint-venture in China is
a deal announced last year with
China national Heavy Duty Truck
Group Co. Ltd. (CNHTC), which
makes products under the Sinotruk
brand. The agreement will allow
Hiab products to be sold through
the Sinotruk network in China,
starting with six models of stiff
boom crane.
“It is great access to distribution
in China, which we want to use to
get our products out there,” said
Mr Göransson.
But he acknowledged that while
emerging countries might be an
opportunity for truck cranes, it
would take a careful approach to
succeed.
“We are looking at how
comparable businesses have done
it, and learning form that. The
portfolio we have is strong. If the
market wants a premium spec
product, we will do that with the
right distribution.
“If you look at the market for
trucks in China for example, that
is becoming more international,
and they normally come with our
type of products. We want to be a
leader, so we need to be in those
markets and we want to be local.
“What’s going on within the
R&D process is us asking ‘What
do we have within the portfolio,
and what can we apply to these
markets that maybe require less
technology?’” he said.
What will change?
In closing,
IC
asked Göransson
what changes customers would
see following his appointment.
“From the basic position, we
want to deliver our products more
efficiently - to get them configured
quickly and get them delivered on
time. Stronger field support – we
are good, but we want to become
even better,” he said.
iC
Carl Gustaf Göransson
Hiab’s joint venture with CNHTC
will give it access to Sintruk’s
distribution network in China.
