19.04.2010

Manitou and Genie sign supply agreement

Manitou and Genie have signed a deal in which Manitou will supply Genie with mast booms while Genie will supply Manitou with compact RT scissor lifts.

Each company will market the products under their own brand and be responsible for all aspects of product support.

Terex AWP/Genie will manufacture 26ft/7.92 metre and 32ft/9.75 metre platform height self-propelled Rough Terrain diesel scissor lifts for sale by Manitou as the 100 SC and 120 SC. Manitou will primarily use its dealer networks to sell the scissor lift models to end-users.
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The Manitou 120SC scissor lift

Manitou will manufacture 5.7 metre and 7.9 metre self-propelled vertical mast booms for sale by Genie as the GR-20J and GR-26J. Genie will primarily focus on marketing the vertical masts through its rental channel.
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The Genie GR26J

Initially, the agreement will be implemented in Europe (CE units) with the intention to widen its geographical scope in 2011.

“These vertical mast products are complementary to our range and give us the opportunity to go to market quickly and offer our customers an additional, high quality, product offering. The Genie and Manitou brands have proven track records for build quality and reliability, so this is an excellent match on various levels” said Tim Ford, president of Terex AWP.

“Terex and Manitou are both respected and well-known manufacturers on the market. This agreement is making a lot of sense as both companies capitalise on their strengths and build on each other’s. It’s a pragmatic yet very promising approach, not only for our organisations but also for our business partners
and end-customers” added Jean-Christophe Giroux, Manitou’s chief executive officer.

Vertikal Comment

This is a good move for both companies, although for different reasons. Genie gains an excellent mast boom product in terms of design and quality allowing it to offer an additional industrial and maintenance type product to its dealer network and compete in what is still largely a niche market with JLG and Haulotte.

Manitou will benefit from the extra production volumes and market coverage that Genie can provide. It also gains some good compact Rough Terrain scissor lifts, which the company says it anticipates selling through its dealer network to end users. However this is more of a rental tool than an end user product, so its sales are likely to be small in comparison to what Genie generates. However in these difficult times any extra volume will be welcomed.

The really interesting developments will follow, should this in initial co-operation work out well for the two parties.