What Genie does

Genie is a global manufacturer of aerial work platforms (MEWPs) and material handling equipment, founded in 1966 by Bud Bushnell and operating today as a subsidiary of Terex AWP within Terex Corporation (NYSE: TEX). The product portfolio centers on boom lifts (telescopic S/SX-Series and articulating Z/ZX-Series), scissor lifts (slab GS-Series and rough-terrain GS-DC), telehandlers (GTH-Series), and material lifts, offered with electric, hybrid (Fuel Electric), and diesel powertrain options. Differentiating technologies include the AC E-Drive system, Xtra Capacity (XC) dual-envelope platform design, TraX track-drive system, Smart Link dual-zone controls, Tilt Sense leveling, and the Lift Connect telematics platform for remote diagnostics, all backed by an extensive granted-patent portfolio.

Genie operates a dealer-exclusive go-to-market: equipment is sold through a worldwide authorized dealer and distributor network, with direct sales support for large enterprise customers through the Terex AWP North America headquarters in Redmond, Washington. Revenue is generated across new equipment sales, the newly launched Genie Recon reconditioning business (offering certified pre-owned equipment with a three-year warranty), Genuine Parts and accessories (with 24-hour order processing), service and support (training, warranty, technical services, firmware), and equipment financing through Terex Financial Services. Pricing is quote-based and varies by configuration and geography; the largest customer archetype is equipment-rental businesses that stock Genie for re-rental to construction, industrial, mining, warehouse, steel-erection, and glass-installation end users.

The company's digital layer is increasingly visible: Genie Serial Hub QR codes for equipment tracking and an AI-powered Genie Assist Chat Agent for customer support were launched alongside Genie Recon in February 2026 at the ARA Show in Orlando, where the business also marked its 60th anniversary. Manufacturing operations and R&D are integrated worldwide, with engineering teams working in production plants and dedicated testing infrastructure that simulates 10+ years of machine life in days. Geographic coverage spans North America, Europe, Asia-Pacific, Latin America, and Africa.

Name

Genie

Legal name

Genie (brand owned by Terex Corporation)

Website

https://genielift.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Genie, founded in 1966 and a subsidiary of Terex AWP, manufactures aerial work platforms and material handling equipment—boom lifts, scissor lifts, and telehandlers—sold through a global dealer network to rental fleets and industrial end users in construction, mining, and warehousing.

Ownership category

akta.pro rank

Product category

Aerial Work Platforms and Material Handling Equipment

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924), Other General Purpose Machinery Manufacturing (3339)

SIC

Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530)

akta.pro primary industry

Material Handling & Industrial Lift Vehicle Manufacturing (Forklifts/Telehandlers/Reach Stackers) (IMACAFAD)

Keywords

• Aerial work platforms
• Boom lifts
• Scissor lifts
• Telehandlers
• Material lifts

Headquarters

HQ city

Grantham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. New Equipment Sales: Sale of aerial work platforms including boom lifts, scissor lifts, telehandlers, and material handling equipment directly to end users and through dealer network.
2. Genie Recon Reconditioned Equipment: Reconditioning business offering like-new equipment backed by a three-year warranty, including S-65 and S-85 telescopic boom lifts now available in North America.
3. Genuine Parts and Accessories: Genie Genuine Parts ordering through phone, fax or online with extensive parts network shipping to locations worldwide, with almost all orders processed in 24 hours.
4. Service and Support: Product support including technical services, training, warranty, safety notices, and firmware updates.
5. Equipment Financing: Retail financing and rental financing options through Terex Financial Services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Genie designs and manufactures a full line of aerial work platforms — including articulated and telescopic boom lifts, slab and rough-terrain scissor lifts, vertical mast lifts, telehandlers, and material lifts — sold to construction, industrial, and specialty-trade customers through a global authorized dealer network. The company also supports installed equipment with parts, service, training, the Genie Lift Connect telematics platform, and the Genie Recon certified pre-owned/reconditioned equipment program.

Product overview

Genie is a manufacturer of aerial work platforms (MEWPs) and material handling equipment, operating as a subsidiary of Terex AWP. The product portfolio centers on three core equipment categories: (1) Aerial Lifts including boom lifts (telescopic S-Series and SX-Series, articulating Z-Series and ZX-Series) and scissor lifts (slab GS-Series and rough-terrain GS-DC models), plus trailer-mounted TZ-Series lifts; (2) Material Handling featuring GTH-Series telehandlers and material lifts; and (3) Supporting services including parts, service, training, financing, and the Genie Lift Connect telematics system. Genie also offers the Xtra Capacity (XC) sub-brand for high-capacity variants and has recently launched Genie Recon, a certified reconditioned equipment program. The company provides both electric/battery-powered and hybrid (fuel-electric) options across most product lines, emphasizing emissions-free operation and low total cost of ownership.

Differentiator

Problem solved

Functional benefit

Brands

• Genie XC (Xtra Capacity): Dual-envelope design providing unrestricted platform capacity of 660 lb and restricted capacity of 1,000 lb for boom lifts
• Genie E-Drive
• Genie FE (Fuel Electric)
• Genie TraX
• Genie Lift Connect
• Genie Lift Power
• Genie Smart Link
• Genie Lift Guard
• Genie Serial Hub
• Genie Assist
• Genie Recon

Products and services

• Articulated Boom Lifts (Z-series, ZX-series) Self-propelled aerial work platforms with multiple articulating joints providing up-and-over reach for construction, industrial, and maintenance applications. Designed for indoor and outdoor use where obstacle-avoidance reach is required.
• Telescopic Boom Lifts (S-series, SX-series) Straight-boom aerial platforms delivering high working heights and horizontal outreach for large-scale construction, infrastructure, and industrial applications. Engineered for rough-terrain and outdoor sites.
• Scissor Lifts (GS-series slab and rough-terrain models) Vertical-lift aerial work platforms available in electric slab-scissor configuration for indoor finished floors and rough-terrain diesel/hybrid configuration for outdoor construction sites. Used for general vertical access applications.
• Trailer-Mounted Boom Lifts (TZ-series) Towable articulating boom lifts designed for utility, facility maintenance, and rental applications where self-propelled machines are not required.
• Telehandlers (GTH-series) Variable-reach rough-terrain forklifts with telescopic booms for lifting and placing loads in construction, industrial, and agricultural applications. Deliver lift heights and capacities for material handling on uneven ground.
• Material Lifts Manually operated and push-around vertical material lifts for elevating loads on construction and industrial sites. Designed for one-person transport and setup.
• Vertical Mast Lifts Compact self-propelled vertical mast aerial platforms for indoor maintenance, warehousing, and tight-space applications requiring a narrow footprint.
• Genie Lift Connect (Telematics) Connected telematics and fleet management platform for Genie aerial equipment, providing remote machine monitoring, location, utilization, and service alerts for rental fleet operators and owners.
• Genie Genuine Parts OEM replacement parts program for Genie aerial work platforms, distributed through the authorized dealer network and online catalog to support maintenance and repair of installed equipment.
• Genie Recon (Certified Reconditioned Equipment) Factory-certified remanufactured and pre-owned Genie aerial work platforms, providing a lower-cost-of-entry option for buyers and a secondary-market channel for fleet disposition at end of economic life.
• Genie Training Services Operator and service technician training programs covering aerial work platform safety, operation, and maintenance, delivered through Genie Training Centers and authorized trainers to support OSHA/ANSI compliance.

Quantifiable outcome

• 20% reduction in lifetime battery costs with E-Drive scissor lifts
• +7 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature13 records

Partnerships

One partnership is on record.

• Terex AWPflagshipOthersGenie is a subsidiary of Terex AWP (Aerial Work Platforms), part of Terex Corporation. Terex AWP North America handles sales, service, and support for Genie products in North America from its Redmond, Washington headquarters.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• JLG Industries: Oshkosh-owned manufacturer of boom lifts, scissor lifts, and telehandlers — the closest direct competitor to Genie across the same aerial work platform and material handling categories, sold through overlapping dealer and rental channels.
• Skyjack: Linamar-owned manufacturer of scissor lifts, boom lifts, and telehandlers with strong presence in North American rental fleets; competes head-to-head with Genie's GS and S series in the same end markets.
• Haulotte: French global manufacturer of aerial work platforms (boom, scissor, and vertical mast lifts); directly comparable product portfolio and dealer-driven GTM, with particular strength in Europe where Genie also competes.
• Manitou Group: Publicly listed French manufacturer of telehandlers, aerial work platforms, and material handling equipment; directly competes with Genie's telehandler and boom lift lines for the same construction and rental customers.
• Snorkel: Manufacturer of aerial work platforms including boom lifts, scissor lifts, and push-arounds; competes in similar price-performance tiers of the rental and construction end markets.
• Niftylift: UK-based manufacturer of mobile elevating work platforms with strong product overlap in boom and scissor lifts; competes with Genie especially in European markets.
• Teupen: German specialist in tracked and truck-mounted aerial work platforms; overlaps with Genie's higher-reach and specialty boom segments serving industrial, infrastructure, and arborist end users.
• MEC Aerial Work Platforms: Manufacturer of self-propelled boom lifts, scissor lifts, and vertical mast lifts primarily for the North American rental channel; competes in similar use cases to Genie's smaller-platform and slab-scissor lines.

Emerging players

• Dingli: Chinese aerial work platform OEM rapidly expanding globally with a broad boom and scissor lift range; competes on price-performance against Genie, particularly in cost-sensitive rental accounts and emerging markets.

Broad incumbents

• Liebherr: Diversified heavy equipment OEM with material handling and lifting product lines (including telehandlers and crawler cranes) that overlap with Genie's telehandler business; broader portfolio but serves adjacent construction and industrial customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/genielift
• LinkedInlinkedin.com/company/genielift

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Genie