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The success of a niche product adapted to a market with high potential


Umbertide, Italy ( 7 September 2016) – Designed and built in Europe to meet the evolving needs of the European market, within two years of its launch, the 12 m (39 ft 4 in) working height Genie® Z™-33/18 electric articulating boom is already proving to be an increasingly popular alternative to other earlier booms in its category worldwide. Why? The Genie Z-33/18 lift opens the door to a new profile of customer offering rental companies new business opportunities in a market with high potential.

Based on feedback from the field, as Jacco de Kluijver, VP Sales & Marketing Terex AWP EMEAR (Europe, Middle East, Africa and Russia) explains, “Representing up to as much as 80 per cent of rental sales in some cases, business potential for indoor and outdoor applications in the 12-m (39.4 ft) range is high, but the global product offering in this segment is limited to either heavier compact electric units adapted to indoor tasks, or diesel machines for outdoor applications.”


Focusing on the demands of a new end-user profile, “Over recent months, our rental customers have been experiencing an increasing need to adapt to enquiries from small businesses who, besides being unaccustomed to using mobile access equipment for work at height, neither need nor can afford to hire individual models specially adapted to work indoors or outside for similar applications,” notes de Kluijver. “Within this context, our aim was to provide an accessibly-priced Genie alternative combining the benefits of both types of machine in a single, easy-to-use, productive and cost-efficient unit.”


The result? Offering excellent rental returns on invested capital (rROIC) at the entry level of the electric Genie articulating boom range, the Genie Z-33/18 boom is a simple, robust electric unit powered by an efficient AC drive system providing the ability to perform a full day’s work - both indoors and out - on a single battery charge. Further enhancing its versatility, in addition to its reduced weight of 3.640 kg (8,025 lb) - which is nearly 1.500 kg (3,306 lb) lighter than traditional machines in the 12-m (39.4 ft) category, the Genie Z-33/18 lift notably boasts a total occupied floor pressure of only 991 kg/sq m and a low tyre contact pressure of 483 kPa making this unit an ideal solution for applications on fragile indoor surfaces where reduced floor load is paramount, as well as outside duties – even on wet grass or freshly stabilized ground. To adapt to specific needs, the Genie Z-33/18 boom is available as standard with solid rubber or on demand with multi-surface, both non-marking tyres, to avoid damaging sensitive outdoor surfaces and turf.

Described by rental owners as ‘the access equivalent to the Swiss pocket knife’, the field of application of the Genie Z-33/18 boom is indeed extremely broad. From routine outdoor maintenance tasks to indoor environments ranging from industrial and warehouse facilities to airports, shopping centres and theatres where space is tight and floor is fragile, window-cleaning, and the installation, replacement and verification of lamps, signage, electricity, sprinklers or security cameras are but few of the many other applications that make this multi-tasking machine such a profitable investment.

According to operators, including those who have little experience working with mobile work platforms, besides being able to switch between indoor and outdoor duties all day long with a single machine, the benefit of not being designed with a jib makes the Genie Z-33/18 boom considerably lighter than other solutions. As a result, they actually find it better suited to many routine tasks... and much easier and efficient to work with.

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About the Genie Z-33/18 electric articulating boom lift

Built at the company facility in Umbertide, Italy to suit the needs of the European market, this versatile articulating Genie® boom model weighs only 3640 kg (8025 lbs). Offering a compact 1.9 m (6.3 ft) wheelbase providing a gradeability of 30 percent, a working height of 12 m (39.4 ft), a horizontal reach of 5.6 m (18.3 ft) , an up-and-over clearance of 4.28 m (14.1 ft) and a ground clearance of 15 cm (5.9 in), the Genie Z-33/18 boom is purpose built for routine outdoor maintenance tasks and indoor applications such as airports, shopping centres and theatres - notably on sensitive surfaces where space is tight. Its optimized ground load is also particularly well suited to work on wet grass or freshly stabilized ground. Key features include solid non-marking or multi-surface tyres, an AC drive transmission powered by a low-consumption battery, a zero inside turning radius and 0.15 turntable tailswing for excellent manoeuvrability, the ability to drive at maximum height, plus the benefits of the Genie FastMast™ boom system that shortens ground-to-top lifting time. In addition to a 76 cm (2.6 ft) long x 1.17 m (3.1 ft) wide platform, the man basket supports weights of up to 200 kg (440 lbs). With serviceability in mind, in addition to easily accessible components that are interchangeable with other Genie machines, the Genie Z-33/18 boom lift features proximity switches that are conveniently protected within the boom to avoid damage. Thanks to common controllers used across the entire Genie boom lift family, technicians are also able to apply their existing knowledge of Genie equipment to help make trouble-shooting and maintenance faster and simpler. To make transport easier, this compact unit’s boom stows down to only 1.50 m in width (4.11 ft) and 4.17 m (13.5 ft) in length. Drive speed is an efficient 6.4 km/hr (4.0 mph) combined with a 48V DC 315 Ah boom power source. Should the need arise, a rapidly interchangeable secondary battery pack option is available allowing the machine to work for two 8-hour back-to-back shifts.


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