Access equipment manufacturer Genie, a business in the AWP segment of Terex, has been enjoying a stellar run in the Middle East market for some time. Sharbel Kordahi, MD of Terex Aerial Work Platforms (AWP) for the Middle East, Southern Africa, India, Russia and CIS, says this is because of Genie’s emphasis on both safety and productivity in its equipment.
Speaking to PMV Middle East in an in-depth conversation about Genie’s operations in the region, Kordahi said: “Coming into 2023, Genie had a strong backlog from 2022.” He noted that the market has remained vibrant, with “demand continuing to be very strong in several markets in the region.”
Saudi Arabia and the UAE end-user market, in particular, have seen heightened demand, in addition to an increased interest from Qatar and Oman, Kordahi added.
When asked about the evolving trends in the Middle East’s lifting and material-handling market, Kordahi underscored the role of local governments in emphasising safety. He added that this emphasis has trickled down to the market, with stakeholders increasingly prioritising equipment that ensures operators can function both productively and safely at elevation.
Kordahi also noted that Genie has proactively tailored its offerings to the market’s demands. “Genie equipment has always been popular with the construction industry,” he stated, pointing to the brand’s heavy-duty and high-quality Genie Xtra Capacity™ (XC™) booms as a testament to this claim. “These booms have become a staple on construction sites across the region.”
Furthermore, he noted that the business is seeing more demand from other sectors. “In addition to the construction and infrastructure sectors, we also are seeing strong demand from the entertainment and facilities management markets.”
These sectors present unique demands, with a pronounced tilt towards electrified and environmentally conscious products. Catering to these market-needs, Genie’s range of hybrid and electric lifts deliver the required performance and reliability in these sectors while ensuring a low total cost of ownership, said Kordahi.
Sustainability in the works
Genie’s commitment to sustainability and digitalisation in the Middle East becomes particularly noticeable as industries pivot towards more sustainable practices. “More than 70% of Genie equipment is already electrified — either electric or hybrid,” Kordahi revealed, highlighting that with their regional emphasis on sustainability, the demand for these electric and hybrid offerings has surged.
“Our Genie FE hybrid booms perform as well, if not better, than diesel booms and provide added flexibility for job sites that aren’t quite ready for full electric. Our DC electric booms and E-Drive scissor lifts also offer the performance and productivity needed on the most demanding job sites, without emissions,” he explained.
Kordahi also highlighted Genie’s recent win at the International Award for Powered Access (IAPA) for sustainability this year, which is a recognition of its product portfolio and global environmental initiatives.
Meanwhile, in terms of technology, Genie offers an additional advantage with their Genie Lift Connect® telematics for customers in the UAE and Saudi Arabia. This is focused on delivering actionable data that can help customers proactively manage their fleet with preventative maintenance. Kordahi elaborated: “By ensuring machinery remains in top condition, we are able to not only enhance efficiency but also curtail emissions and waste.”
Looking ahead, Kordahi said that Genie will host a dealer summit for the region by the end of 2023. As for the company’s broader aspirations in the Middle East, growth and innovation remain at the forefront.
“We will continue to develop and introduce quality solutions that meet the needs of our customers and the industry, and grow our stock with our third-party logistics partner in the Jebel Ali free zone, and augment our aftermarket support, while staying close to our customers and ensuring that we understand and are responsive to their needs,” he concluded.