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Hydra-Grene's way to the U.S. onshore wind market

When Hydra-Grene first decided to expand to North America, it was with the purpose of trading with the major OEMs and go direct to the aftermarket, but changed strategy after recieving advice from The Trade Council.

Hydra-Grene, a Danish hydraulic company that delivers solutions to the wind industry, began their export adventure to the U.S. back in 2010, when they received help from The Trade Council to register their company. Since then, they have made use of market analyses and guidance from The Trade Council's advisors to redesign their strategy for the U.S. onshore wind market.

“Hydra-Grene follows the manufacturers of the major components that are in the wind turbines and the manufacturers we knew in the U.S. were all doing very well, and so it was natural for us to expand our business here,” says Henrik Sillesen, CEO, Hydra-Grene.

When Hydra-Grene came to the U.S., they realized that it was a different market than they first anticipated and had to change their approach. With the help of The Trade Council’s commercial advisors, Hydra-Grene discovered a new potential and changed business strategy. Instead of trading with the OEMs, they started collaborating and supporting the big manufactures of the wind turbines in after-sales.

“We had to change strategy. The market moved in a different direction and today OEMs handle their after-sales and maintenance. Now, Hydra-Grene supports the OEMs on their after-sales market,” says Henrik Sillesen.

How The Trade Council helped
Hydra-Grene initiated the collaboration with The Trade Council as they had experience from previous cooperation with The Trade Council in Asia.

“We had good experiences with The Trade Council from India and China, so for us, it was natural to utilize the set-up in North America,” says Henrik Sillesen, CEO, Hydra-Grene.

In North America, Hydra-Grene had an allocated commercial advisor, who was based in the U.S. and worked as the company’s local eyes and ears:

“When you are sitting on the other side of the world, it’s nice to have people on the spot who has a finger on the pulse. As an example, we had been looking at how to transport spare parts to the wind turbines. The Trade Council analyzed and mapped it out, which we would not have been able to do from Denmark,” says Henrik Sillesen.