T
here’s no disputing the importance of global
trade and exporting for manufacturers.
With 95 percent of the population, 92 percent of
economic growth and 80 percent of the purchasing
power outside of the U.S., plus Michigan alone
being responsible for more than $53.1 billion in
2019 exported products, exporting must play a role
in nearly every manufacturer’s current or long-term
growth strategy.
Numerous events have shaken the foundation of
global trade in recent years. There are concerns over
tariffs from China and subsequent trade restrictions.
The UK Brexit led to an uncertain future for the
European Union while Germany and other nations
pushed back against accepting US-made products.
The adoption of the new United States-Mexico-
Canada Agreement (USMCA) had a positive and
stabilizing effect, but many manufacturers still face a
steep learning curve.
As with any major disruption, there will
be winners and losers. We need to make
sure U.S. manufacturers in general, and
Michigan ones in particular are among
the winners.
— Yannick Greiner, Truck Hero Company
Director of International Sales and adjunct
professor of International Business and
Marketing at Oakland University
The COVID-19 pandemic and its catastrophic
impact on health and the economy continues to
inflict damage, forcing manufacturers to deal with
closure by executive order, employee health and
safety concerns, declining demand, shifting priorities
and uncertain supply chains. The virus and the
worldwide response to it have resulted in new
relationships, new methods of communication, and
new protocols and procedures — each carrying with
it severe cost implications and questions about
where to locate capital and how to allocate resources.
“All of these challenges, experienced simultaneously,
will have longstanding impact on what manufacturers
can do; but many are finding unique opportunities
even in a bleak landscape,” said John Walsh, MMA
President & CEO. “The brilliance of Michigan
manufacturing is that we’ve never let obstacles
overwhelm us or barriers block us from achieving
the extraordinary. With the right resources and the
right mindset, Michigan’s manufacturers can find
success on the global stage.”
Thankfully, business and industry leaders with
Michigan roots and a global reach have provided
leadership and remain willing to share their experience
to help manufacturers find success in international
trade and export.
August 2020 MiMfg Magazine 13
Lessons Learned from the
Front Lines of Global Trade
What do U.S. manufacturers — especially
those with a footprint in Michigan — have to do
to be among the winners in this new world of global
trade? We asked high-performing manufacturers
with deep experience in trade and service on
the Michigan District Export Councils that
very question.
Truck Hero Company
While it is undeniable that the COVID-19
pandemic has altered the global trade landscape,
many business leaders remain confident that
COVID-19 will one day be just a small blip in
international trade.
“International business will recover and continue
its ascendant trajectory. If anything, the pandemic
has shown us how integrated and interdependent
the world has become,” said Yannick Greiner,
Director of International Sales for the Ruggedliner
brand of Truck Hero Company and an adjunct
professor of International Business and Marketing
at Oakland University.
Representing this leading manufacturer and
distributor of quality OEM truck accessories
including truck bed liners, covers, and wheel well
liners, Greiner believes that they will also become
more resilient even if the supply chains shorten, and
that COVID-19 and new trade agreements like the
USMCA could be catalysts for a re-globalization.
“Cross-border trade will come back stronger,
more diversified and empowered by digitalization,”
predicted Greiner. “As with any major disruption,
there will be winners and losers. We need to make
sure U.S. manufacturers in general, and Michigan
ones in particular are among the winners.”
Manufacturers emerging on the global stage
should start with “low-hanging fruit,” according
to Greiner. Canada and Mexico are neighbors and
part of the newly enacted USMCA. Starting within
your North American family will help new exporters
sharpen and hone their international business
skills and gain confidence with some early “wins.”
These regions can also open doors to other areas —
Quebec into France and Mexico into Central
America and Latin America.
“Exporters can systematically increase their
overall presence in more challenging global markets,
once a solid international base has been achieved,”
suggested Greiner.
Steelcase
As a large, global manufacturer Steelcase has
13 manufacturing centers and 14 distribution
locations throughout North America, Asia,