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An Awesome Experience

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SANY America Inc.

318 Cooper Circle, Peachtree City, GA 30269
Tel: 678-251-2869 | Fax: 770-632-7820
Email: sales@sanyamerica.com
www.sanyamerica.com

OMMY BALDWIN IS BUILDING

a contender at 200 miles per
hour, with Sany America along for
the ride. Sany became a major sponsor for Tommy Baldwin Racing and
the No. 7 Chevrolet SS. While driver Dave Blaney (left) pursues a top
Sprint Cup Series finish, Sany builds a
customer experience along pit road.
NASCAR is like no other sport in the
world, says Baldwin. Its important
to get that experience with customers. Its a whole different world than
just going to a ball game. Its the
chance of a lifetime.
Scan the Quick Responses (QR) code
at right to watch a
video of Dave Blaney
and the Sany No.
7 Chevrolet SS in
NASCAR Sprint Cup
Series action.

Driver Dave Blaney pilots the No. 7 Chevy SS.

SanyWorks is the official customer magazine

of Sany America Inc., published to spotlight
Sany equipment and the customers who
use it. Story ideas, comments and feedback
should be sent to: Marketing Department,
Sany America, 318 Cooper Circle, Peachtree
City, Georgia 30269.
2013 Sany America Inc.

Welcome to the inaugural issue

of SanyWorks, the new customer magazine from Sany America.
The magazine will regularly
feature Sany
customers
and dealers,
telling stories of how
Sany equipment gets
the job done
on job sites
across North
and Central America. We look
forward to bringing you a steady
supply of Sany stories.

Sany America Builds a Foundation to Lead

ORN OF THE WORLDS No. 5

maker of construction equipment, Sany America Inc. is gaining
traction in North and Central America as it prepares for strong growth
in coming years. Just two years after
opening its new headquarters and
factory in Peachtree City, Georgia,
Sany America has gained strong customer acceptance with its crawler
cranes, rough-terrain cranes and
crawler excavators (being assembled
at right). Now its time to grow.
CHRIS DUZYNSKI PHOTO

LIFE IN THE FAST LANE

SANY Rides
No. 7 Chevrolet SS
with Tommy Baldwin
STORY AND PHOTOS BY JOE HANNEMAN
4

HILE PREPARING HIS RACE TEAM for the

coming Sundays Sprint Cup Series race,
Tommy Baldwin Jr. was approached by the
manager of a competing NASCAR team. It wasnt just any
team, though. The visitor was from the No. 31 car, sponsored
by Caterpillar. We think its great that youve got Sany running
with you this year, he said. Its a smart business investment
for them. The chat wasnt meant as an endorsement from one >

of Sanys major competitors in the world of

construction equipment. It was a collegial
statement of how NASCAR sponsorship
works for businesses who want to cement
good relationships with their customers.
Caterpillar has been doing that with NASCAR for more than 20 years.
I felt very good about that, said
Baldwin, who runs the No. 7 Chevrolet
SS sponsored by Sany America and Sany
Heavy Industry Co. Ltd. Thats why we
first approached Sany about getting involved in NASCAR. We know it works to
help businesses make money and show
customers some serious appreciation.
Sany jumped into the world of NASCAR racing in 2013, inking a deal to sponsor Tommy Baldwin Racing and the No. 7
Chevrolet driven by veteran Dave Blaney.
The high-profile sponsorship opened the
race track to Sany America dealers and
customers, whove gotten a rare behindthe-scenes look at Sprint Cup Series racing. It has also gotten Sany noticed in
the sports world. This really is a perfect
partnership, said Marty Snider, a racing
analyst for cable television network TNT,
which is airing many of the Sprint Cup
Series races in 2013. Construction contractors, equipment operators and those
who buy heavy machines are some of NASCARs most diehard fans. Sany can make a
name for itself partnering with an up-andcoming team like Tommy Baldwin Racing.

Mike Calinoff, a 20-year-NASCAR notable and marketing specialist, said the

SANY sponsorship says a lot about how
much Sany values its customers. When I
first learned of Sanys marketing partnership, I was encouraged by the fact that
a company, which doesnt have a mainstream consumer audience, has chosen
our sport as a platform, said Calinoff,
who serves as a race spotter and regularly appears on radio to discuss the Sprint
Cup Series. The manner in which theyre
leveraging the sponsorship program,by
delivering a great behind-the-scenes experience, will have a great impact on their
dealer network which ultimately generates sales to the end user.

NASCAR Draws Corporate Support

Nearly one in four Fortune 500 companies
are invested in NASCAR as an official partner, team sponsor, media partner or track
sponsor. Fortune 500 involvement is up 8
percent since 2008 and includes major
brands such as Walmart, Walgreens, DuPont, Oracle, FedEx, UPS, Dow Chemical,
Target, Procter & Gamble, 3M, Exxon Mobil, Yum Brands, Marriott, Sysco, Caterpillar and Deere. In 2013, Caterpillar and
Sany were the only two major construction equipment companies participating as
team sponsors.
NASCAR claims 75 million fans in the
United States. Races are broadcast to

Sany can make

a name for itself
partnering with
an up-and-coming
team like Tommy
Baldwin Racing.
Marty Snider
TNT RACE ANALYST

150 countries in 20 languages. NASCAR

just signed new broadcast deals that will
keep races on NBC until 2024 and Fox
until 2022. The 2013 Sprint Cup Series
races have averaged nearly 7 million television viewers per event.
Nearly seven in 10 NASCAR fans have
strong positive feelings for sponsoring
brands. Nine in 10 fans realize teams
could not run their cars without sponsors.
That makes NASCAR race fans the most
brand loyal in all of professional sports.
They spend some $3 billion a year on NASCAR collectibles and merchandise. Sany
America has received thank you letters

from racing fans across the United States

and from as far away as the Czech Republic. Fans regularly request Dave Blaney
hero cards designed by the company.
Sany America Chairman Tim Frank said
participation in NASCARs Sprint Cup Series is a good way for Sany to strengthen
ties with dealers, buyers and operators of
construction equipment. We know NASCAR is the number one recreational pasttime of those who work in the construction industry, Frank said. From the hourly
laborer, to the crane operator to the fleet
buyer or owner, this sport has wide appeal. Our key has been to establish a cus-

tomer program around the races.

Conventional wisdom says the value of
a NASCAR sponsorship is gained by television exposure. While the No. 7 Chevrolet
has garnered a respectable amount of
media coverage, Sany puts the focus on
the customer experience. Sany dealers
are given opportunity to bring their best
customers and prospects to the track for
as many as three days of insider NASCAR
action. The Friday practice offers guests
the chance to walk inside the oval and
watch the action. It is not uncommon to
bump into well-known drivers such as Jeff
Gordon (No. 24) and Jimmie Johnson (No.
7

the sponsorship has given their best customers a great opportunity. We invited
some of the larger contractors in the area
to come out and experience NASCAR,
Keilen said. The reaction weve received,
being teamed up with Sany and Tommy
Baldwin, has been unbelievable.

Best Experience in Pro Sports

Youre in it.
You breathe it.
You can see it. Its a
pretty awesome
experience.
Tommy Baldwin

TEAM OWNER

48). Sany guests watch the practice from

atop Tommy Baldwin Racings Sany semitrailer the perch where Baldwin watches
Blaneys practice runs.
On race day, Sany guests often get a
ride in a pace car before strolling down pit
road or watching the cars move through
the inspection tent. They are able to attend the drivers meeting and snap pictures next to the Sany car on pit road. For
the race, guests sit on the pit box along
with Baldwin, who serves as Blaneys crew
chief. The vantage puts guests right on
top of the action on pit road. They wear
headsets that allow them to hear communication between Baldwin, Blaney and their
spotter. Its as close as a fan can get without putting on a NASCAR fire suit.
The experience is unique to NASCAR.
It leaves a big impression on customers
and guests. NASCAR is like no other
sport in the world, Baldwin said. You can
touch it, you can feel it, you can smell it.
8

Its a whole different world than just going to a ball game and watching the game.
Youre in it, you breathe it, you can see it.
Its a pretty awesome experience.
Kurt Butcher, project director for
crane rental firm AmQuip, summed up his
experience at the Richmond International
Raceway with one word: amazing. All of
your customers should really experience
this, Butcher said. You dont have to be
a race fan to really enjoy this. This goes
a lot further than that. Who doesnt like
fast cars and the smell of burning rubber,
or the crew chief beating on the pit box
because he just got passed? It really is a
wow.
Robert Porter, construction manager
for Enerfab Inc., described his weekend as
an amazing racing experience. I have had
the opportunity to attend NASCAR races
before, but nothing to this extent, Porter
said. It was great getting to meet all the
behind the scenes people that make up a

great team and all the wonderful outpouring of hospitality. This entire weekend is
something that I will remember and forever be grateful for having this experience.
Sany crane and excavator dealer G.W.
Van Keppel brought customers to the STP
400 at Kansas Speedway. Van Keppels
executive vice president, Kevin Kientz, said
he was impressed with the access they
had at the track. We were able to walk
right down the middle of the garages, talk
to the drivers, crew chiefs, crews, just like
we worked there, Kientz said. Everyone
was very open and friendly. I was amazed.
After the Sunday race attended by customers, Kientz said his guests were very
appreciative.
They felt special. This was not the
wine and dine they were used to, Kientz
said. This was the feel of being on the
team. Well done.
Jeff Keilen, a salesman with Sany
America dealer Tar Heel Machinery, said

John Lanning, who directs global crane

engineering for Sany, attended the CocaCola 600 at Charlotte Motor Speedway.
Like the Sany customers attending race
events, Lanning came away wowed by the
experience. Tommy Baldwin has a firstclass racing team, Lanning said. All of
the team members were very friendly and
were happy to answer any questions we
had.
The access we had on both Friday and
Saturday was incredible. We were able to
go anywhere in the garage and pit areas,
look at the cars, crews, drivers and take
whatever pictures we wanted. Being able
to watch the race from the car 7 pit box
and monitor the crew communication was
the highlight of the weekend.
Lanning, who has attended Green Bay
Packers games in corporate sky boxes at
Lambeau Field, said the Sany NASCAR experience was much more powerful. The
customer impact benefits of a NASCAR
team sponsorship far exceed those of any
other professional sporting event, Lanning said.
Blaney said he and race crew members enjoy the interaction with Sany customers, dealers and guests. Race day is
a different experience for everybody, said
Blaney, known in the sprint race world as
the Buckeye Bullet. Youve got your new
fans that maybe this is their first race.
Theyve seen it on TV, but this is a whole
different point of view. Its a different excitement when you get there in person.
Top: Driver Dave Blaney, left, talks racing
with John Lanning, chief Sany crane engineer. Middle: Sany crane customer Allan
Heinke, part owner of TBR, first approached
Sany about a NASCAR sponsorship after
seeing Sany at the ConExpo 2011 trade
show. Bottom: Team member Steve Wood
prepares racing-fuel bottles for the CocaCola 600 at Charlotte Motor Speedway.

KATE FEGLEY PHOTO

grim image of the No. 7 Sany Chevrolet

grinding against the outside barrier at the
Bristol Motor Speedway. That was a hard
hit for Dave Blaney, Tommy Baldwins number seven. He was running fifteenth on the
lead lap, Joy continued. The ex sprint car
champ had a great run going.
Atop the Sany pit stand, Baldwin had
his head in his hands in a sign of dismay
and disbelief. As Blaney pulled the badly
damaged car off pit road, things did not
look good. Baldwin and his crew hurried
over and began working on the car in hopes
of rejoining the race. Damage to the right
front and right side of the car was severe.
After a few minutes, the car was wheeled
back to the teams semi-trailer and loaded
up. It was a maddening early exit that ended what might have been Blaneys best run
of the season.
Blaney said his race strategy always
centers around the long haul. Youve got

to be around at the end of the race, he

said. You cant do something early in the
race that costs you, whether its damaging the car, or ruining your day, ruining the
car. Thats the big thing.
Theres a lot of give and take with other drivers, Blaney said, knowing when to
race hard for position or when it doesnt
make that much difference. Being around
at the end and knowing, between the crew
chief and the driver, knowing what changes in the car will make us faster at the
end of the race.
Months later at the Charlotte Motor
Speedway, a crash happened again. On
Lap 258 of the Coca-Cola 600, the No.
88 car driven by Dale Earnhardt Jr. had
a catastrophic engine failure that sprayed
oil all over the outside lane. The oil slick
caused Blaneys car to lose control and
T-bone into the No. 93 driven by Travis
Kvapil. The spectacular crash took Blaney

Driver Dave Blaney appeared at an open house at Sany America headquarters in Peachtree
City, Georgia, signing autographs and touring the Sany factory.
Sany customers attending Sprint Cup Series races get insiders access to driver Dave Blaney and the entire Tommy Baldwin Racing team.

Its very easy to see the excitement

in fans, customers, friends and anybody
thats coming with our Sany team, Blaney
said. Its fun. You feel it. It gets transferred to the whole team.

mond for Kasey Kahne, and New Hampshire, Daytona and twice at Darlington for
Ward Burton. Baldwin has also served as
crew chief for Steve Park, Ricky Craven,
Dick Trickle, Elliot Sadler and Blaney.

Depth of Team Experience

They felt spe-

The inspiration behind the team is the

man for whom Baldwin did his first tour as
a crew chief. One need look no further than
the side of the No. 7 car or the teams tool
carts to find the answer. A black and yellow decal reads: Sadly Missed, But Never
Forgotten. 7NY. 1947-2004.
It is a memorial to Tommy Baldwin Sr.,
a NASCAR Modified Series veteran who
was tragically killed in an accident at the
Thompson International Speedway in Connecticut on August 19, 2004. The junior
Baldwins decision to run Blaney in No.
7 for the 2013 Sprint Cup Series was a
further tribute to his father, affectionately
known by the racing world as Tiger Tom.
Baldwin Jr. has won five Sprint Cup Series races as a crew chief, including Rich10

cial. This was

not the wine
and dine they
were used to.
This was the
feel of being
on the team.

Kevin Kientz
G.W. VAN KEPPEL CO.

As much as Baldwin was shaped in

the racing world by his well-known father,
he also credits much to his mother. He
recently wrote a touching Facebook post
about his mothers battle with cancer.
Shes a fighter, he wrote. I heard a story
when she was six months pregnant with
me she was on top of the race car with a
baseball bat fending people off while guess
who, my dad, was fighting at Riverhead
Raceway.
He wrote of viewing his mother as a
hero, especially for beating breast cancer.
She beat it and has continued on with her
life and she never once complained she
just faced it head-to-head and beat it,
Baldwin wrote. Her number wasnt up yet,
God put her on this Earth to protect and
help others.

AR HARD INTO THE WALL at

Turn One, Dave Blaney! Those
words had barely escaped the lips of Fox
Sports race announcer Mike Joy when the
international television audience saw the

off the track, but the Tommy Baldwin crew

was able to get the car back into racing
shape and put No. 7 back on the track.
Incidents like this are a common part
of NASCAR racing. When Blaneys right
tire blew, sending his car hard into the
barrier at Bristol, the race was over for
the Sany Chevrolet. But the crash put the
car front and center on millions of television sets for 2 minutes 31 seconds.
No team seeks out a mishap in order to
gain broadcast points, but it does provide
an upside to an otherwise frustrating situation. Through the first eight Sprint Cup
races, the Sany No. 7 Chevrolet gained
nearly 15 minutes of prime broadcast coverage, worth an estimated $4.3 million.
The Sany sponsorship hasnt gone unnoticed in construction trade media, or
back in Sanys home country, China. The
English language newspaper China Daily
ran a Page 1 story.Trade magazines lined
up with coverage, including Construction
Equipment, American Cranes & Transport, Pit
& Quarry, Utility Contractor, Compact Equipment and Construction Equipment Guide.
All the Sprint Cup Series racing teams
love the television and other media exposure, but Baldwin said he strongly agrees
with Sanys approach.
Its important for Sany America to
entertain potential customers, potential
dealers and take care of the dealers and
the customers you have, Baldwin said.
We have great fun out here, but its also
serious business. Thats the key for us
and for Sany.
12

Sany America customers, dealers and

guests get a behind-the-scenes view of the
NASCAR Sprint Cup Series. Passes provided by Tommy Baldwin Racing give Sany access to the team trailer, pit road and the pit
stand on race day. Both Friday and Saturday
practices are open to attendees, as are the
Saturday Nationwide Series races.

13

EQUIPPED TO

LEAD

UST TWO YEARS AFTER opening

its new headquarters and factory
in Peachtree City, Georgia, Sany
America has firmly established itself in the
construction equipment markets of North
and Central America. Sany America sells
lattice-boom crawler cranes, rough-terrain
cranes, excavators and port machinery
through a network of nearly 30 dealers.
We are owned by the worlds No. 5
maker of construction equipment, said
Sany America Chairman Tim Frank. Yet
here in America were really still a startup business. Weve laid a good foundation
and have embarked on a path of growth.
Sany equipment has already found
a home on some of the regions most
important job sites: erecting wind towers
for green energy, assembling oil fields,
digging building pads for housing and
commercial buildings, demolishing old
structures, processing scrap metal, and
much more.
Assembly of crawler excavators began
at Sanys Georgia facility in 2012. With an
initial lineup of just four excavator models,
14

RANK

MANUFACTURER

TREND

Sany has recorded very strong sales.

The excavator lineup will expand in 2013
and again in 2014 as Sany exhibits new
models at the huge CONEXPO CON/AGG
trade show in Las Vegas.
Sany America began selling cranes
in 2010 after an ambitious engineering

project led to creation of a new line of

lattice-boom crawler cranes designed for
the North American market. Sany crawler
cranes have distinguished themselves for
a host of innovations and the unmatched
Sany UltraCab, designed with Porsche
Design Studios. Sany rough-terrain cranes
are embraced by customers for their
best-in-class boom lengths and low cost
of ownership. Sany will unveil new crane
models at CONEXPO 2014.
Sany America is also introducing port
machinery, used to move, stack and handle
cargo containers at seaports, intermodal
yards and inland cargo stations. Sany port
machines are in use at 14 of the worlds
15 busiest seaports.
Sany is the No. 1 construction
equipment brand in China and fifth in the
world, as ranked on the annual Yellow Table
by International Construction magazine.
Our focus will continue to be on
product innovation, expansion of our
distribution network and expanding our
product lines based on customers needs,
Frank said.

Sany America team member Robert

Garcia assembles hydraulic excavators at the Sany plant in Peachtree
City, Georgia.
// CHRIS DUZYNSKI PHOTO

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SANY America Inc.
318 Cooper Circle, Peachtree City, GA 30269
Tel: 678-251-2869 | Fax: 770-632-7820
Email: sales@sanyamerica.com
www.sanyamerica.com