Sub-brand Reach By Genie's X series of scissor lifts.

Sub-brand Reach By Genie's X series of scissor lifts.

Genie launched a new ‘sub-brand’ at Bauma China, along with a pair of scissors to start it off.

Reach By Genie aims to offer a value product that will directly compete with brands in China. Clint Webber, general manager of Genie China, told AI the plan was to open up Genie’s scissor products to middle-sized and smaller rental companies in China.

The X-Series of scissor lifts, the first under the new branding, initially includes the 12m working height X-12 and 14m X-14, has been designed in Genie’s China and US research and development centres and includes structural differences to the scissor stack and chassis, plus a greater number of components locally produced in China. Although, Mr Webber pointed out the models go through the same stringent testing as all other Genie products.

“China has to be the most competitive market in the world, although not everyone is equal.” He added, “The idea is to provide these along with our premium products and create an opportunity for entry level customers to try Genie.” This does not generally include the largest rental companies in China, which already tend to opt for scissors and booms manufactured by manufacturers based in the west.

The only unknown about the X-Series is its residual value, although Mr Webber is confident it will be at the same high level as its premium Genie scissor counterparts.

Talking about the large number of manufacturers producing products for the Chinese market, Mr Webber said, “The amount of supply and demand is not even. The residual value is vital and the return on investment (ROI) is a huge element.”

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