The general manager of GH USA analyses the challenges and opportunities of this new phase, the role of the local team, and the evolution of the US industrial market.

What does the opening of this new plant in Texas mean for GH USA?
After several years of growth in the market, we had space constraints and we wanted to make a technical leap by incorporating more modern production processes and machinery. The new facilities expand our production capacity, which allows us to continue growing, be more efficient, and serve our customers better. It’s a major challenge but also a great opportunity.

And within the GH Group as a whole?
It’s a very significant investment that reflects the GH Group’s confidence in the local team and in the potential of the US market. A new phase now begins in which we must consolidate growth and recoup the investment.

Beyond production capacity, what advances does this factory incorporate in terms of technology, sustainability or digitalisation?
The new plant has been designed following energy efficiency, automation, and connectivity criteria. It integrates monitoring systems, robotic welding processes, and management tools that enable real-time production control. For example, all our cranes are equipped with GH’s RealTime monitoring system.

What role will this new plant play in the strategy to serve and build closer ties with US customers?
This investment strengthens our presence and commitment to the country. We’re convinced that it will improve our image and competitiveness. By increasing our responsiveness, we will be able to offer a more agile service that is in line with market expectations.

GH has been consolidating its presence in the US for more than two decades. What moments have been the most important in its evolution?
I was not involved in GH’s early days in the United States, but, as with all our implementations, a key point was when we decided to have a permanent inventory of components and spare parts specific to this market in the early 2000s. In 2014, we built our first warehouse in Illinois, leaving the rented space where we had been operating. A year later, in 2015, we acquired one of our distributors, F&G, which allowed us to move from being a supplier of components to other crane manufacturers to working directly with end customers. The construction of the new plant is, without doubt, the most recent major milestone in this evolution.

And the main challenges or problems you’ve had to face?
We’ve faced challenges of all kinds, from the different expectations of the customers in the US — more demanding in terms of deadlines and service — to attracting and retaining local talent, which remains a critical point.

What opportunities does the US currently offer for European industrial companies?
The United States is a very dynamic market, with a clear commitment to reindustrialisation. Policies are currently being promoted to encourage production within the country, which creates opportunities for companies committed to having a local presence.

And what would you say are the main barriers or challenges that still persist?
Local competition is strong and well established. In addition, it’s essential to understand and comply with the specific regulations of each state, which requires adaptation and knowledge of the local requirements.

How would you describe the evolution of trade relations between Spain and the United States over the last decade?
Trade relations have been positive and beneficial for both parties, although traditionally with a trade balance in favor of the United States.

And at the moment, with tariffs, for example?
We’re going through a complex period in terms of tariffs, which undoubtedly affects us. We don’t know whether it’ll be something temporary or a new reality to which we’ll have to adapt permanently.

At the time, GH made a clear commitment to having a local presence. Why is this step so important for establishing a brand in the US?
It’s not something exclusive to the United States. If you really want to reach the end customer, it’s essential to have a local production facility, an in-house technical support team, and a permanent inventory of spare parts. Customers in the US need to feel that we are a local and accessible company. What’s more, we must fight against certain stereotypes, such as the idea that in Spain there are a lot of public holidays and time off.

What sets the US customer apart from other markets where GH operates?
Customers in the US value immediacy and reliability in service above all else. They have very little tolerance for delays and demand quick and effective responses.

How important is the United States within the group as a whole today, and what are the expectations for the coming years?
Currently, the United States is GH’s second-largest market after Spain. We expect to continue growing and, in the coming years, to account for an increasingly larger share of the group’s business.

How do you manage the balance between the group’s global identity and the autonomy of the US team?
It is based on trust and alignment of values. We maintain the essence of GH as a group, but we adapt our processes and working style to the reality of the local market.

What values or principles of GH Cranes & Components would you say connect best with the American mindset?
Customer focus, a culture of hard work, and the robustness and reliability of our equipment are values that fit perfectly with the US customer’s way of thinking.

How do you rate the achievement of ISO 9001 certification in 2024? What has it meant in terms of the factory’s development?
We had been working according to the standard’s principles for years, but without holding the official certification. Obtaining it has been a recognition of the team’s effort and a confirmation of our commitment to quality and continuous improvement.

Looking to the future, what is your greatest challenge as general manager of GH Cranes USA?
To build the team that will support us in this new phase of growth.

If you had to define the mark GH wants to leave on the North American market in one sentence, what would it be?
We want to be recognised as a reliable, approachable company committed to excellence in lifting solutions. At GH, we deliver on our promises.