First GENIE S™-65 booms roll out of Umbertide facility, Italy

Supporting the needs of customers across Europe, the Middle East, Africa and Russia (EMEAR), Terex AWP marked a milestone last February when the first Genie® S™-65 telescopic boom lifts produced in Europe rolled out of its manufacturing facility in Umbertide, Italy. Aiming to serve customers better by responding to their needs more quickly, the company plans to launch the production of other Genie boom lift models at its Umbertide plant in the months to come.

“At times, the S-65 boom lift has had long lead times,” says Joe George, VP and Managing Director, Terex AWP EMEAR. “With the addition of its production in our Umbertide facility, which has been successfully producing our all-electric Genie Z™-33/18 boom, electric, bi-energy and diesel powered Genie Z-45/25 series, the diesel Genie Z-51/30J RT lift and multiple Genie GTH™-telehandlers for the past two years, we are now able to better utilize our global plant capacity. This means we are able to offer customers the advantages of shorter lead and shipping times, together with the high quality that Genie products are known for.”

Supporting customers’ global needs, the Genie S-65 boom lift is produced at facilities in Redmond in the USA, Changzhou in China and Umbertide plant in Perugia, Italy. All three factories utilize the same standardized processes and quality systems.

“A new product line involves a great deal of careful planning. It has taken our team in Italy about a year to select existing integral and local suppliers, and verify that our quality systems and pre-delivery processes are fully adapted to the new S™-65 boom production line,” says Joe George, VP and Managing Director, Terex AWP EMEAR. “Today, we have an extremely capable team in place and have every confidence in the quality of the S-65 units produced in Umbertide. We’re secure in the fact that our EMEAR customers will enjoy shorter lead times for the delivery of these high performance machines.  In fact, our global manufacturing, quality, and supply chain processes are so robust that we fully expect that our customers will not be able to tell the difference between a unit made in China, Umbertide or the US until they look at the serial plate.”

Earlier this month, the first customer to receive delivery of S-65 booms produced in Umbertide was UK equipment hire company 1 Up Access. “We are excited to add four new Genie S-65 booms to our rental fleet. The quality of Genie equipment is synonymous of the high class service we pride ourselves in offering to our customers,” says Ben James, Co-owner of 1 UP ACCESS.

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