Since their inception in 1966 it would be safe to say that Genie has become a staple of the industrial world. From the initial launch for their 'Genie Hoist' through to the landmark launch of the SX-180 in 2013, Genie has been at the forefront of mobile work platforms.
Though the standard 'Cherry Picker' was around prior to the creation of Genie, they were one of the key players in bringing MEWP's as a whole to a wider clientele. From the get go Genie put a focus on giving customers what they wanted - creating their products and designs based on the feedback they gathered from the few important customers they had.
By the end of 1968, through the power of trade shows, product reputation and a little bit of luck, Genie had garnered over 1500 orders for their flagship product, the Genie Hoist - a lightweight portable material lift. For many years the Genie Hoist was their bread and butter, but as time marched on so too did the demand for larger and more powerful pieces of equipment.
Next came the Genie Super Lift in 1974. A sturdier and more maneuverable piece of kit to its predecessor. This versatile piece of equipment became one of the
most popular products on the market, both for hire companies and independent contractors.
This was followed shortly by the Genie Teletower who's concept stemmed from the idea of stacking three Genie Hoists, one on top of the other, a crazy idea that somewhat pushed the company in a new direction. Lifting more than just materials - a portable human lift.
It would take a decade for the stars to align and for them to find true success in their goal. A product that not only was mobile, but capable of lifting people up to 30ft. The Genie Z-30 Boom Lift, became the gold standard for up and over lifting.
Previous to its launch, Genie had only ever worked on smaller portable lifts that didn't require engines or hydraulics. The launch of the Z-30 marked a change in the business as it opened up opportunities across the world.
It was around this point that they saw a change in their customer base. Like any business, you go where the customers are. For Genie, their customers were happier to rent the machines rather than buy. Ultimately this ended up being an extremely successful business move - often recouping the cost of the machine several times over in its lifespan.
As the years went by and the company continued to flourish, Genie kept hunting for ways to innovate, searching for new markets to delve into and products they could bring to their loyal customer base. Scissor Lifts in 97' and Telehandlers in 02' were the answer. By bringing two entire product lines to their customers, they became a one stop shop for industrial platforms.
Since then, Genie (now a subsidiary of the Terex Corporation) has added over eighty products to their catalogue and over time becoming one of the most trusted and relied on manufacturers of Mobile Work Platforms. Bringing such products as the Genie Z-45 Diesel Boom, Genie Z-135 Diesel Super Boom and the aforementioned SX-180 Super Boom to the market.
Here at Ord Industrial & Commercial Supplies Ltd we take pride in giving our customer what they need when they need it in a quick and timely fashion - Genie give us the tools to make this happen, this is why us, and many other companies have and will continue to use them.
The images and information used for this article was taken directly from Genielift.com
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