August 2013

Innovation Drives Genie Leadership

Monday 12 August 2013 @ 15:33

A core value of the Genie culture is the Brand’s absolute commitment to provide industry leading technology to meet customer's needs.

A quick appraisal of Genie product development confirms that there is ample evidence to back this commitment to innovation. In 2003/04 Genie released its GS™-4390 and GS™-5390 rough terrain big deck scissors, the highest scissor lifts in the Australian market and a veritable industry defining product. Then in 2006/07 we unveiled the Z™-135, the tallest articulated boom lift in the industry.

Through the global downturn, Genie continued with an expansive research and development program, maintaining a workforce of engineers and designers working on new equipment and product improvements. The focus for Genie continues to be innovative, industry leading technology.

This year was again a landmark year given that the world’s tallest self-propelled boom lift, the Genie SX-180, was released at the bauma trade convention in Germany. We also released the redesigned ZX™-135 articulated boom lift. These products share the Genie X-Chassis™ system, the next generation chassis for self-propelled super boom lifts.

“The Genie SX-180 is exceptionally significant,” said Brad Lawrence, General Manager of Terex AWP Australia.

“This new release continues the Genie tradition of being market leader in the development of innovative solutions to meet customer and job site requirements. But specifically, the SX-180 provides our customers with an opportunity to access a market previously dominated by truck mounted lifts. This is a segment with great rental rates, so we are providing Genie customers with a wonderful opportunity.”

Based on the success of the Genie X-Chassis, Brad Lawrence confidently points to more developments to follow.

“Genie is absolutely committed to further product development around the X-Chassis.”

“Our direction is consistent and that is where we aim to maximise on returns to customers when they include Genie products in their fleet. We did that with the 53’ scissor, the Genie Z-135 boom and have hit the sweet spot yet again with the new Genie SX-180.”