SANY Germany has carved an important niche for itself in the European market since it first entered in 2008. Since then the company has grown exponentially, developing, producing, and distributing mobile port machinery and other construction and lifting equipment to customers from Europe and surrounding markets.

As a fast-growing distribution centre for container-handling equipment, cranes, excavators, and other SANY products, SANY Germany has successfully ventured into the competitive European market. Its parent company, Chinese corporation SANY Group, is one of the first Chinese companies to enter, evolve, and thrive in the European market.

Bart Decroos, Vice President of SANY Group and CEO of SANY Germany, revealed his thoughts to The CEO Magazine on how SANY Germany has adapted to the European market while utilising its strong base of expertise and knowledge.

The CEO Magazine: What is your professional background leading up to and including your current position?

Bart: I’ve spent most of my career in marketing, sales, and general management, mostly in heavy equipment investment goods. I started my career in 1989 with Komatsu, which is a Japanese company, and I worked for them for 10 years, mainly in Europe. I then moved on to Volvo Construction Equipment and worked at their headquarters in Brussels. I then moved to Seoul to be in charge of their global excavator marketing and sales division. After 10 years, I left Volvo and joined Terex Mining Equipment as their head of global marketing and sales.