What Genie Industries does

Genie Industries is a Redmond, Washington-based manufacturer of aerial work platforms and material handling equipment, founded in 1966 by Bud Bushnell and operated today as a subsidiary brand of Terex Corporation (NYSE: TEX). The company designs and produces a broad hardware portfolio including telescopic and articulating boom lifts, slab and rough-terrain scissor lifts, telehandlers, vertical mast lifts, material lifts, trailer-mounted booms, and lightweight aerial work platforms. Its technology stack is built around proprietary mechanical and powertrain systems such as the E-Drive AC electric drive, FE (Fuel Electric) hybrid powertrain, Xtra Capacity (XC) high-capacity booms, the Genie Fast Mast system, active oscillating axles, SmartLink dual-zone controls, and an internal Rapid Part Testing program that simulates 10+ years of machine life in days. A portfolio of registered patents protects key platform, drivetrain, control, and safety innovations across the product line.

Genie monetizes through a mix of new-equipment sales, factory-certified Genie Recon reconditioned equipment, OEM parts and accessories, telematics via Genie Lift Connect, training through the LiftPro program, and equipment financing via Terex Financial Services. Distribution is primarily channel-based, with a global dealer network, equipment rental companies, and direct enterprise sales through Terex AWP North America; parts are also available via an online storefront. The customer base spans construction, steel erection, glass installation, mining, warehousing and logistics, and equipment rental fleets across North America, Europe, and other global markets, with documentation against ANSI A92 and CSA B354 MEWP standards. Genie competes against other major MEWP OEMs by combining broad product breadth, a 60-year brand, a global service and parts network, and vertical-specific go-to-market motion.

Name

Genie Industries

Legal name

Genie (Terex Corporation subsidiary brand)

Website

https://genielift.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Genie Industries is a Terex-owned manufacturer of aerial work platforms and material handling equipment, producing boom lifts, scissor lifts, telehandlers, and mast lifts distributed through a global dealer network to construction, mining, warehousing, steel, and glass installation customers.

Ownership category

akta.pro rank

Product category

Aerial Work Platforms and Material Handling Equipment

NAICS

Material Handling Equipment Manufacturing (33392), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

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

akta.pro secondary industries

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA), Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)

Keywords

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

Headquarters

HQ city

Redmond

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of new aerial lifts, scissor lifts, telehandlers, and material handling equipment to dealers, distributors, and end customers.
2. Genuine Parts: Sale of Genie genuine parts, accessories, and service tools. Parts network ships to locations worldwide with almost all orders processed in 24 hours.
3. Service and Support: Technical services, maintenance support, training programs, and warranty services.
4. Recon/Reconditioned Equipment: Factory-certified reconditioning program that restores equipment to like-new condition. Includes 3-year warranty on recon machines.
5. Equipment Financing: Retail financing and rental financing services offered through partners.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Genie Industries designs, manufactures, and supports a comprehensive line of aerial work platforms—including telescopic and articulated boom lifts, slab and rough terrain scissor lifts, vertical mast lifts, trailer-mounted boom lifts, and lightweight aerial work platforms—along with material handling equipment such as telehandlers and material lifts. The company also offers OEM genuine parts, accessories and attachments, the Genie Recon factory-certified reconditioning program, Genie Lift Connect telematics, equipment financing, and operator/technician training through Genie Lift Pro.

Product overview

Genie Industries, a subsidiary of Terex Corporation, manufactures a comprehensive portfolio of aerial work platforms and material handling equipment. The core product lineup includes boom lifts (telescopic and articulated), scissor lifts (slab and rough terrain), telehandlers, vertical mast lifts, and aerial work platforms. Key sub-brands include Xtra Capacity (XC) high-capacity boom lifts and Electric/Hybrid lifts for emissions-free operation. The company also offers factory-certified reconditioned equipment through its Genie Recon program. Product accessories include safety equipment, platform attachments, and telehandler implements. Supporting services include Genie Genuine Parts, operator and technician training through Lift Pro, and telematics via Lift Connect. The equipment serves industries including construction, warehousing, mining, glass installation, and steel erection.

Differentiator

Problem solved

Functional benefit

Brands

• Genie Recon: Factory-certified reconditioning program for Genie equipment, offering like-new performance with 3-year warranty. Includes 'Recon & Return' program for restoring customer machines.
• Genie Lift Connect

Products and services

• Genie Telescopic Boom Lifts Self-propelled telescopic boom lifts designed to lift workers and materials to elevated work positions, suited to construction, steel erection, and industrial applications requiring extended outreach.
• Genie Articulated Boom Lifts Self-propelled articulated boom lifts for lifting workers and materials to elevated work positions, with articulating booms for access over and around obstacles.
• Genie Slab Scissor Lifts Slab scissor lifts providing elevated work platforms with various height capacities and load ratings for indoor and flat-surface applications.
• Genie Rough Terrain Scissor Lifts Four-wheel drive rough terrain scissor lifts with positive traction control, designed for demanding outdoor construction sites and rough terrain conditions.
• Genie Trailer Mounted Boom Lifts Trailer-mounted boom lifts designed for convenient towability and easy transport between job sites.
• Genie Vertical Mast Lifts Compact vertical mast lifts (personnel lifts) designed for maneuvering through doorways and passenger elevators in warehouse applications.
• Genie Aerial Work Platforms Lightweight, manually positioned aerial work platforms for overhead tasks including maintenance, cleaning, and installation work.
• Genie Xtra Capacity (XC) Series Boom Lifts Enhanced capacity versions of boom lifts designed for applications requiring higher load capacities up to 1,000 pounds restricted platform capacity and 70% more power than competitors.
• Genie Electric and Hybrid Lifts Electric and hybrid-powered aerial lifts offering emissions-free operation for indoor applications and extended runtime for outdoor use via the FE (Fuel Electric) hybrid powertrain.
• Genie Telehandlers Telescopic handlers for material lifting and placement, with various capacity ratings from compact to heavy-duty models such as the GTH-1056.
• Genie Material Lifts

Quantifiable outcome

• 20% reduction in lifetime battery costs with E-Drive technology
• +9 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights7 records

Customer concentration

• Xx.com/genielift
• Facebookfacebook.com/GenieLift
• LinkedInlinkedin.com/company/genie-industries

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Industries