riding nascar with tommy baldwin

8/17/2019 Riding NASCAR with Tommy Baldwin

1/9

NASCAR SPONSORHIP GETS

SANY CLOSER TO CUSTOMERS

NASCAR SPONSORHIP GETS

SANY CLOSER TO CUSTOMERS

START YOUR ENGINES! START YOUR ENGINES!

SANY AMERICA CUSTOMER SPOTLIGH

www.sanyamerica.com


2/9

awler Cranes

SCC8100

SCC8150

SCC8200SCC8300

SCC8500

Rough Terrain

Cranes

SRC840

SRC865SRC865XL

SRC885

America Inc.

oper Circle, Peachtree City, GA 302698-251-2869 | Fax: [email protected]

anyamerica.com

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‘An Awesome Experience’

TOMMY BALDWIN IS BUILDING

a contender at 200 miles per

hour, with Sany America along for

the ride. Sany became a major spon-

sor for Tommy Baldwin Racing and

the No. 7 Chevrolet SS. While driv-er 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. “It’s important

to get that experience with custom-

ers. It’s a whole different world than

just going to a ball game. It’s the

chance of a lifetime.”

B

ORN OF THE WORLD’S No. 5

maker of construction equip-ment, Sany America Inc. is gaining

traction in North and Central Amer-

ica 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 cus-

tomer acceptance with its crawler

cranes, rough-terrain cranes and

crawler excavators (being assembled

at right). Now it’s time to grow.

Driver Dave Blaney pilots the No. 7 Chevy SS.

Sany America Builds a Foundation to L

SanyWorks is the official customof Sany America Inc., publisheSany equipment and the cususe it. Story ideas, comments should be sent to: Marketing Sany America, 318 Cooper CircCity, Georgia 30269.

© 2013 Sany America

Welcome to the inaugur

of Sany Works, the new

er magazine from Sany

The magazine will regula

feature Sany

customers

and dealers,

telling sto-

ries of how

Sany equip-

ment gets

the job done

on job sites

across North

and Central America. W

forward to bringing you

supply of Sany stories.

CH

Scan the Quick Re-sponses (QR) codeat right to watch avideo of Dave Blaneyand the Sany No.7 Chevrolet SS inNASCAR Sprint CupSeries action.


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SANY Rides

No. 7 Chevrolet SS

with Tommy Baldwin W

HILE PREPARING HIS RACE TEAM for thecoming Sunday’s Sprint Cup Series race,

Tommy Baldwin Jr. was approached by themanager of a competing NASCAR team. It wasn’t just anyteam, though. The visitor was from the No. 31 car, sponsored

by Caterpillar. “We think it’s great that you’ve got Sany runningwith you this year,” he said. “It’s a smart business investmentfor them.” The chat wasn’t meant as an endorsement from one

STORY AND PHOTOS BY JOE HANNEMAN

LIFE IN THE FAST LANE

>


4/9

of Sany’s major competitors in the world of

construction equipment. It was a collegialstatement of how NASCAR sponsorship

works for businesses who want to cement

good relationships with their customers.

Caterpillar has been doing that with NAS-

CAR for more than 20 years.

“I felt very good about that,” saidBaldwin, who runs the No. 7 Chevrolet

SS sponsored by Sany America and Sany

Heavy Industry Co. Ltd. “That’s why we

first approached Sany about getting in-

volved in NASCAR. We know it works to

help businesses make money and show

customers some serious appreciation.”

Sany jumped into the world of NAS-

CAR racing in 2013, inking a deal to spon-

sor Tommy Baldwin Racing and the No. 7Chevrolet driven by veteran Dave Blaney.

The high-profile sponsorship opened therace track to Sany America dealers and

customers, who’ve gotten a rare behind-

the-scenes look at Sprint Cup Series rac-

ng. 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 CupSeries races in 2013. “Construction con-

tractors, equipment operators and those

who buy heavy machines are some of NAS-

CAR’s most diehard fans. Sany can make a

name for itself partnering with an up-and-

coming team like Tommy Baldwin Racing.”

Mike Calinoff, a 20-year-NASCAR no-

table and marketing specialist, said theSANY sponsorship says a lot about how

much Sany values its customers. “When I

first learned of Sany’s marketing partner-

ship, I was encouraged by the fact that

a company, which doesn’t have a main-

stream consumer audience, has chosen

our sport as a platform,” said Calinoff,

who serves as a race spotter and regular-

ly appears on radio to discuss the Sprint

Cup Series. “The manner in which they’releveraging the sponsorship program, by

delivering a great behind-the-scenes expe-

rience, will have a great impact on their

dealer network — which ultimately gener-

ates sales to the end user.”

NASCAR Draws Corporate Support

Nearly one in four Fortune 500 companies

are invested in NASCAR as an official part-ner, team sponsor, media partner or track

sponsor. Fortune 500 involvement is up 8

percent since 2008 and includes major

brands such as Walmart, Walgreens, Du-

Pont, Oracle, FedEx, UPS, Dow Chemical,

Target, Procter & Gamble, 3M, Exxon Mo-

bil, Yum Brands, Marriott, Sysco, Cater-

pillar and Deere. In 2013, Caterpillar and

Sany were the only two major construc-

tion equipment companies participating as

team sponsors.

NASCAR claims 75 million fans in the

United States. Races are broadcast to

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 tele-vision 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 NAS-

CAR collectibles and merchandise. SanyAmerica has received thank you letters

from racing fans across the United States

and from as far away as the Czech Re-

public. Fans regularly request Dave Blaney

hero cards designed by the company.

Sany America Chairman Tim Frank saidparticipation in NASCAR’s Sprint Cup Se-

ries is a good way for Sany to strengthen

ties with dealers, buyers and operators of

construction equipment. “We know NAS-

CAR is the number one recreational past-

time of those who work in the construc-

tion industry,” Frank said. “From the hourly

laborer, to the crane operator to the fleet

buyer or owner, this sport has wide ap-peal. Our key has been to establish a cus-

tomer program around the races.

Conventional wisdom says the

a NASCAR sponsorship is gained b

sion exposure. While the No. 7 C

has garnered a respectable ammedia coverage, Sany puts the f

the customer experience. Sany

are given opportunity to bring th

customers and prospects to the t

as many as three days of insider N

action. The Friday practice offers

the chance to walk inside the o

watch the action. It is not uncom

bump into well-known drivers suchGordon (No. 24) and Jimmie John

Sany can make

a name for itself

partnering with

an up-and-coming

team like Tommy

Baldwin Racing.

“

”– Marty Snider

TNT RACE ANALYST


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the sponsorship has given their b

tomers a great opportunity. “We

some of the larger contractors in t

to come out and experience NA

Keilen said. “The reaction we’ve r

being teamed up with Sany and

Baldwin, has been unbelievable.”

Best Experience in Pro Sports

John Lanning, who directs glob

engineering for Sany, attended th

Cola 600 at Charlotte Motor SpLike the Sany customers attendi

events, Lanning came away wowe

experience. “Tommy Baldwin has

class racing team,” Lanning said

the team members were very frie

were happy to answer any quest

had.

“The access we had on both FrSaturday was incredible. We were

go anywhere in the garage and pilook at the cars, crews, drivers a

whatever pictures we wanted. Be

to watch the race from the car 7

and monitor the crew communica

the highlight of the weekend.”

Lanning, who has attended Gr

Packers games in corporate sky b

Lambeau Field, said the Sany NAS

perience was much more powerf

customer impact benefits of a Nteam sponsorship far exceed thos

other professional sporting even

ning said.

Blaney said he and race crew

bers enjoy the interaction with Sa

tomers, dealers and guests. “Rac

a different experience for everybo

Blaney, known in the sprint race w

the “Buckeye Bullet.” “You’ve got y

fans that maybe this is their firThey’ve seen it on TV, but this is

different point of view. It’s a diffecitement when you get there in pe

“ You’re in it.

You breathe it.

You can see it. It’s apretty awesome

experience.”

It’s a whole different world than just go-

ing to a ball game and watching the game.

You’re in it, you breathe it, you can see it.

It’s a pretty awesome experience.”

Kurt Butcher, project director for

crane rental firm AmQuip, summed up hisexperience at the Richmond International

Raceway with one word: “amazing.” “All of

your customers should really experience

this,” Butcher said. “You don’t have to be

a race fan to really enjoy this. This goes

a lot further than that. Who doesn’t 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

Top: Driver Dave Blaney, left, talk

with John Lanning, chief Sany cra

neer. Middle: Sany crane custom

Heinke, part owner of TBR, first app

Sany about a NASCAR sponsorsh

seeing Sany at the ConExpo 201

show. Bottom: Team member Ste

prepares racing-fuel bottles for th

Cola 600 at Charlotte Motor Speed

great team and all the wonderful outpour-

ing of hospitality. This entire weekend is

something that I will remember and forev-

er be grateful for having this experience.”

Sany crane and excavator dealer G.W.

Van Keppel brought customers to the STP400 at Kansas Speedway. Van Keppel’s

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. “Everyonewas very open and friendly. I was amazed.”

After the Sunday race attended by cus-

tomers, Kientz said his guests were “veryappreciative.”

“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

– Tommy BaldwinTEAM OWNER

48). Sany guests watch the practice from

atop Tommy Baldwin Racing’s Sany semi-

trailer – the perch where Baldwin watchesBlaney’s 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 at-

tend the drivers’ meeting and snap pic-

tures next to the Sany car on pit road. For

the race, guests sit on the pit box along

with Baldwin, who serves as Blaney’s crew

chief. The vantage puts guests right ontop of the action on pit road. They wear

headsets that allow them to hear commu-

nication between Baldwin, Blaney and their

spotter. It’s as close as a fan can get with-

out putting on a NASCAR fire suit.

The experience is unique to NASCAR.

t 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.


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0

“It’s very easy to see the excitementn fans, customers, friends and anybody

that’s coming with our Sany team,” Blaney

said. “It’s fun. You feel it. It gets trans-

ferred to the whole team.”

Depth of Team Experience

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 team’s tool

carts to find the answer. A black and yel-

ow 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 Con-

necticut on August 19, 2004. The junior

Baldwin’s 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 Se-

ries races as a crew chief, including Rich-

mond for Kasey Kahne, and New Hamp-shire, 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.

Driver Dave Blaney appeared at an open house at Sany America headquarters in PeachtreeCity, Georgia, signing autographs and touring the Sany factory.

As much as Baldwin was shaped inthe racing world by his well-known father,

he also credits much to his mother. He

recently wrote a touching Facebook post

about his mother’s battle with cancer.

“She’s 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 — shejust faced it head-to-head and beat it,”

Baldwin wrote. “Her number wasn’t up yet,

God put her on this Earth to protect and

help others.”

“CAR HARD INTO THE WALL atTurn One, Dave Blaney!” Thosewords had barely escaped the lips of Fox

Sports race announcer Mike Joy when the

international television audience saw the

Sany customers attending Sprint Cup Series races get insider’s access to driver Dave Blaney and the entire Tommy Baldwin Racing team.

They felt spe-

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.

grim image of the No. 7 Sany Chevrolet

grinding against the outside barrier at theBristol Motor Speedway. “That was a hard

hit for Dave Blaney, Tommy Baldwin’s num-

ber 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 hurriedover 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 team’s semi-trailer and loaded

up. It was a maddening early exit that end-

ed what might have been Blaney’s best run

of the season.Blaney said his race strategy always

centers around the long haul. “You’ve got

to be around at the end of the race,” he

said. “You can’t do something early in therace that costs you, whether it’s damag-

ing the car, or ruining your day, ruining the

car. That’s the big thing.

“There’s a lot of give and take with oth-

er drivers,” Blaney said, “knowing when to

race hard for position or when it doesn’t

make that much difference. Being around

at the end and knowing, between the crew

chief and the driver, knowing what chang-

es in the car will make us faster at theend 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 Blaney’s car to lose control andT-bone into the No. 93 driven by Travis

Kvapil. The spectacular crash took Blaney


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2

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 partof NASCAR racing. When Blaney’s right

tire blew, sending his car hard into the

barrier at Bristol, the race was over forthe Sany Chevrolet. But the crash put the

car front and center on millions of televi-

sion 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 situ-

ation. Through the first eight Sprint Cup

races, the Sany No. 7 Chevrolet gained

nearly 15 minutes of prime broadcast cov-

erage, worth an estimated $4.3 million.The Sany sponsorship hasn’t gone un-

noticed in construction trade media, or

back in Sany’s 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 Equip-

ment and Construction Equipment Guide.

All the Sprint Cup Series racing teams

ove the television and other media expo-sure, but Baldwin said he strongly agrees

with Sany’s approach.

“It’s important for Sany America toentertain potential customers, potential

dealers and take care of the dealers and

the customers you have,” Baldwin said.

“We have great fun out here, but it’s also

serious business. That’s the key for us —

and for Sany.

Sany America customers, dealers andguests get a behind-the-scenes view of theNASCAR Sprint Cup Series. Passes provid- ed by Tommy Baldwin Racing give Sany access to the team trailer, pit road and the pitstand on race day. Both Friday and Saturdaypractices are open to attendees, as are theSaturday Nationwide Series races.


8/9

4

EQUIPPED TO

LEAD

JUST 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

attice-boom crawler cranes, rough-terraincranes, excavators and port machinery

through a network of nearly 30 dealers.

“We are owned by the world’s No. 5

maker of construction equipment,” said

Sany America Chairman Tim Frank. “Yet

here in America we’re really still a start-

up business. We’ve laid a good foundation

and have embarked on a path of growth.”

Sany equipment has already founda home on some of the region’s mostmportant 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 Sany’s Georgia facility in 2012. With an

nitial lineup of just four excavator models,

Sany America team member RobertGarcia assembles hydraulic excavators at the Sany plant in PeachtreeCity, Georgia.

// CHRIS DUZYNSKI PHOTO

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 cranesare 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 world’s15 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.

RANK TRENDMANUFACTURER


9/9

SANY America Inc.

318 Cooper Circle, Peachtree City, GA 30269Tel: 678-251-2869 | Fax: 770-632-7820

Email: [email protected] sanyamerica com

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riding nascar with tommy baldwin

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