Genie (Terex AWP)

Terex Equipment Middle East (TEME) was established in 2006 in Dubai, UAE, as a sales and service office for the Genie brand to serve the Middle Eastern and Southern African markets, including Egypt. Currently, the TEME team also covers the countries of Russia, CIS, Turkey and India.

In 2019, Genie inaugurated its 3PL distribution center in Jebel Ali Free Zone in partnership with WWS, which has significantly supported the growth in the region and the quick supply for spot orders.

“Genie’s ongoing leadership in aerial lifts and material handlers is built on our ability to consistently deliver superior quality for our customers. At Genie, we achieve this quality not by chance, but by design. The Genie sales and service teams provide a high-quality service by continuously supporting our direct customers and distributors. Ongoing training on existing and new products as well as the latest technology and safety features ensures our customers have the tools needed to respond to new market needs and grow their business,” says Sharbel Kordahi, managing director – Genie, Middle East, Southern Africa, India, Russia and CIS, Terex Aerial Work Platforms.

Some of Genie’s latest distributor appointments include Galadari Trucks and Equipment in the UAE and Promstoykontract in Russia. Both dealers have hit the ground running and the results show in an increase in market share in both territories.

“All our distributors are an extension of Genie in the market, offering sales, after market service support, warranty support, PDI and financing. They all maintain an adequate stock of machines and parts to serve customers with the highest quality standard in their designated territories,” says Sharbel.

Sharbel points out there is increasing demand worldwide for versatile, quiet, clean machines that meet the stringent requirements on many jobsites.

“Our Genie DC and FE (fuel-electric) boom lifts offer some the most advanced and reliable electric and true hybrid machines in the industry and are excellent examples of this. True 2-in-1 machines, they can work both indoors and outdoors, offering a high utilization rate and improved ROIC. Outdoors, they offer true rough-terrain capabilities, full-time 4 WD, high torque to withstand the roughest of jobsites. When launched a few years back, they revolutionized the way the industry looked at non-diesel machines. In the countries we serve, the adoption of DC and FE technologies was slow at first, but is now strong due to major improvements in efficiency and running costs compared to diesel models. Customers now ask for DC and FE models rather than their diesel counterparts,” says Sharbel.