GH´NEWS 21
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BRAZIL: A PROJECT GOING BACK 20 YEARS / PABLO GARCÍA GONZÁLEZ General Manager of GH BRAZIL NIVALDO MARTINS Head of Shipments in Cabreúva (Brazil) / The world of George “THE BRAZIL STORY” GLOBAL SERVICE: THE SERVICE OF THE FUTURE IN A DIGITAL WORLD / PROTAGONISTS IN ACTION LATEST OUTSTANDING PROJECTS / IÑIGO ONA Head of Digital Transformation a

04 BRAZIL p.4 20 YEARS IN THE SOUTH AMERICAN GIANT p.6 GH BRAZIL: 20-YEAR TIMELINE p.8 INTERVIEW PABLO GARCÍA GONZÁLEZ General Manager of GH BRAZIL NIVALDO MARTINS Head of Shipments in Cabreúva PROTAGONISTS IN ACTION YUN CHAO FENG (GH China) SLAWOMIR SMELA (GH Polonia) THIAGO TINTINO (GH Brazil) 22 LATEST OUTSTANDING PROJECTS 28 IÑIGO ONA INTERVIEW Head of Digital Transformation at C

THE PATH THAT SHOWS THE WAY FORWARD Jose Antonio Guerra CEO of the GH Group In this issue we are going to look at WE ARE CONVINCED he issue that we present in the both themes in more depth. We have following pages perfectly sums up THAT PERSEVERANCE IN conducted an interview with Pablo García the current situation in which we INTERNATIONALISATION González, our manager in Brazil. We also find ourselves. AND THE INCORPORATION present information of interest related to There are two themes at the centre of OF INNOVATION INTO OUR our GH do Brasil workers and the history GH NEWS: first, the 20th...

BRAZIL Brasilia Rio de Janeiro Sao Paulo razil was for many years the eternal promise – a powerful country that was asleep and the place where any international company worth its salt had to have a presence; the country of the ongoing mantra about an impending economic awakening that never happened. Brazil was both desired and hated at the same time, for not being able to finally wake up from its long slumber. Many tried and many failed. 20 years in the South American giant.

The economic situation was a faithful reflection of the country’s recent political history and the renowned resignation of Brazilians towards arbitrariness. A country that has everything in abundance (a good climate, natural resources and the fruits of a fertile land, etc.) makes it easier to manage the people’s capacity for struggle and protest. That was the Brazil we learned about from books. Now it was also time for GH to try to investigate the company’s chances there. But at GH “to try” is a difficult verb to conjugate. Trying at GH means “starting and carrying on until we finish” –...

Like four Martians, Pedro Esnaola, Vicente Guerra and two assistants land in Brazil to investigate the possibility of GH initiating some kind of commercial operation there. After verifying the potential of the country, it was decided to establish a new company to start commercial activities. The work experience programme of the Basque Government had originally assigned us someone other than Sergio Robledo, whom we met a couple of months earlier at the Spanish Embassy in Sao Paulo. And we presented our project to him in an unintelligible session in which the Spanish word for hoist sounded to...

The first GH premises in Brazil: Itaquaquecetuba – 25 m from the Rovela factory and with an initial stock of components that we bring in a container (8 kits). Second premises: Estrada dos Romeiros – Barueri. A rented building of 20 x 25 m. There was no crane on the premises, just a gantry with manual travel and a chain hoist. We ended up making beams in as many as 3 nearby foundries at the same time, and that was when we saw that we had to invest in our own infrastructure. The warehouse was very close to a favela, and a security car accompanied Sergio at night to the exit to the main road....

Pablo García González General Manager of GH BRAZIL he way in which GH has dealt with managing the establishment of our presence, has followed a very defined pattern of putting our faith, either in young people who have joined the project, or in people within the organisation with previous experience in the company, who have then stepped up to take on greater challenges in the management of foreign subsidiaries. The incorporation of Pablo represents an important leap forward in this strategy. Pablo is a professional who has had a successful career in the prestigious multinational Grupo...

The new head of GH in Brazil highlights the productive capacity, the technical resources and a highly trained team of staff. - How would you describe the company as you have found it in Brazil? GH Cranes has a significant installed production capacity in Brazil, with technical resources comparable to those used in countries much more advanced than ours. A team of staff capable of working autonomously and taking on great challenges. The perfect recipe to keep growing. - What has surprised you the most? CONSOLIDATE THE BRAND EVEN MORE AND EXPAND THE CUSTOMER BASE. - What are your priorities...

THE CH A LLE NGE O F SUSTA I NE D G R OW T H IN T H E D I FFE R E N T R E GIO N S . - A great deal has been achieved in these 20 years. What would you highlight as outstanding aspects of the GH story in Brazil during this time? Perseverance. If GH were not the company that it is, probably during these 20 years in Brazil it would have already thrown in the towel. Other multinationals have entered and left this market on several occasions. They have worked with resellers … their brand suffering considerable wear and tear. In all this time, GH has stood firm and faced both difficulties and...

“THE MAIN CHALLENGE IS TO GROW STEADILY IN THE DIFFERENT REGIONS AND WITH A BALANCE IN THE PRODUCT PORTFOLIO.”

Nivaldo Martins Head of Shipments in Cabreúva he history of companies is closely linked to the dates that remind us of the milestones that they have reached over time. But the true story is written by the people who, with their work, their example and above all, their dedication, have forged the personality of the projects. Brazil is no exception. And Nivaldo is the perfect example of loyalty and deep roots within the company. His strength is not words and long explanations. He is so strict and efficient with explanations that he finds it hard to say one more word than necessary, but people...