The US electrical code requires the EGC be run with the circuit conductors in almost all cases, so using something else like the structural steel would not be in compliance. It should not make all that much difference to a machine builder as the builder won't be the one running power to the machine anyway.
However, your profile says you are in the wind turbine industry, and that may change the answer to some extent, since the turbines might be considered part of a generating utility that operate under a different set of rules.
In any case, this does not seem like all that much of a design change to me. Just run an extra wire with the circuit conductors as an EGC.