14.05.2009

Genie establishes European distribution centre

Terex AWP/Genie, has announced a restructuring of its European distribution organisation, centralising all logistics and distribution functions for new products and replacement parts into a central European distribution centre located in Roosendaal, the Netherlands

The new operation will be based at a dedicated logistics centre offering same day shipping for most machines and replacement parts and includes a paint shop offering customer livery options and a workshop for pre-delivery inspections and the fitting of options and accessories. The new operation will open for part business on June 2nd and is expected to be fully operational by the end of November.

Genie customer support centres in France, Germany, Spain, Sweden, and the UK will continue to be the main commercial bases for those markets and will continue to include product support staff focused on the local market.

In the UK, the Grantham service location will include the refurbishment, used equipment, parts fabrication, service and training centres. The Dubai facility includes a local spare parts operation for fast moving items, helping ensure the company's commitment to 24 hour delivery for critical parts throughout the region.

The new facility, which will also become the base for Dutch based sales and support staff, will be staffed by around 30 Genie staff responsible for whole goods and parts inventories for all Genie aerial lifts and telehandlers and Terex lighting towers. It will be managed by Howard Wilkinson.

Customers will have the option of accessing the new facility via the web for parts orders local toll free 0800 numbers, they can also continue to call their local Genie service centres. Some jobs will be lost at the local centres, while new jobs will be created in Rosendaal.

Matt Fearon, vice president and managing director, Terex AWP for Europe, Middle East, Africa and Russia said: “The new distribution centre will be strategically positioned to best serve our European customers and underscores our goal of being the most responsive aerial work platform manufacturer. Furthermore, it demonstrates our continued commitment to invest and pursue our strategy to globalise operations whilst supporting customers locally. We are pursuing the opportunity to reshape our business and to establish a solid foundation for future growth.”

Vertikal Comment

While some might see this move as sign of the times, it does make sense in the long term and follows similar moves made by other equipment companies. With pan European logistics businesses becoming ever more sophisticated and efficient the benefits can be substantial for both the company and its customers.

The key to making this work in the short term is retaining the local touch, allowing customers to continue to talk to their local contacts that know the machines and customer preferences inside out. Genie say that this is a key element of this move.

If done well where the parts or machines are stored and shipped from should be almost imperceptible to the buyer. In order to do this the company will need to ensure a full ‘buy in’ from its staff, who need to feel that the change is being made for the right reasons.