This month I am speaking with Edward Hendler of Spartan Chassis (Spartan) in Charlotte, a subsidiary of Spartan Motors (Spartan). I’ve seen and spoken to Hendler at many international education and networking events around the region and state. After my talking with him about his role at Spartan, it’s apparent that he is working diligently to increase the company’s global presence—and achieving success.

Case: How long has Spartan been in business? What does Spartan do?

Hendler: Since 1975 Spartan has manufactured various kinds of specialty vehicles and chassis for multiple markets including emergency and response (fire trucks, fire truck chassis), recreational vehicles (motor home chassis), delivery, service, defense and government specialty chassis.

Case: How did Spartan get involved in international business?

Hendler: Word got around about Spartan’s strong domestic reputation, customer-centric approach and innovative products. We started getting inquiries from international customers looking for a product they couldn’t find anywhere else.

Case: What does Spartan currently import and export?

Hendler: We do limited importing from Asia and Europe, as most of our components are made in the United States. We currently export fire truck chassis and complete fire trucks. We have also exported chassis for motor homes, buses and aircraft rescue fire fighting vehicles.

Case: Into what countries has Spartan exported?

Hendler: Spartan products are currently exported to Mexico, China, Saudi Arabia, Kuwait, Peru, Chile, Thailand and Jamaica. We have also exported to Malaysia, Taiwan, New Zealand, Australia, South Korea, Venezuela, South Africa, Tunisia, Indonesia and Poland.

Case: How important is growing internationally to Spartan’s overall growth strategy?

Hendler: Expanding and diversifying into new markets is a top strategic objective for Spartan and “global” is one of our strategic directives. International sales are a relatively small percentage of Spartan’s total revenue, but we are working hard on changing that.

Case: What market do you see as Spartan’s biggest opportunity?

Hendler: It depends by market, but for emergency response chassis it is China. Just recently we received the largest international order in Spartan’s history for 22 Metro StarTM Pumper fire truck chassis from Beijing fire department. This order will provide significant exposure for Spartan in China and hopefully lead to additional orders.

Case: How much extra effort does an international sale take beyond a domestic?

Hendler: No doubt it is more work, more complicated work. One needs to know how to check the customer credentials, understand financing, shipping and other key information. I rely on both inside and outside resources to do that. In addition we need to make sure our product complies with local regulations, emissions and so on. And every country is slightly different. Lot’s of checking and double checking.

Case: What’s the most challenging aspect of taking Spartan global?

Hendler: Getting the Spartan name known. We think everybody knows us and what we do. That’s certainly true in the United States and Canada, but in other countries we have to work hard to familiarize customers with the Spartan name and our superior products.

Case: What type international business education or training have you or other Spartan staff received?

Hendler: I graduated from Michigan State University with an engineering degree and speak a few languages in addition to English. While I am the only full-time Spartan person dedicated to growing international business, we have people with international business experience and knowledge across the globe.  For example, our COO Tom Gorman has tremendous global experience from previous positions he’s held throughout his career. I rely on broad support from Tom and many other departments and people in the company.

Case: What advice would you give to someone considering international business?

Hendler: Be patient and do not be afraid to go after international sales. It takes a long time and persistence to develop and maintain international business relationships, but in the end it is well worth the extra effort.

Spartan Chassis and Spartan Motors continue to pursue an active international business strategy to grow outside of North America, which has proved to contribute to bottom line growth. Additionally, the Spartan family of companies is a valuable asset to the Greater Lansing region. Spartan provides a unique, premium product to its global customer base, value to shareholders, and a livelihood for hundreds of Spartan employees and suppliers. Our region is fortunate to have a world-class manufacturer and outstanding example for other companies to emulate as they pursue growth outside the United States borders.

To learn more about Spartan Chassis, Spartan Motors and for more information regarding international trade, visit www.portlansing.com or contact your International Trade Center located at the Lansing Regional Chamber of Commerce at 517-853-6464.

		Brent Case is the director of Foreign Trade Zone No. 275 and International Market Development at the Lansing Regional Chamber of Commerce. In this role, Case works with the Capital Region Airport Authority to increase the amount of global commerce being conducted in the Greater Lansing area.

 

 

 

 

 

 

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