Bushnell emphasized customer service, Fearon says, making personal visits to clients to see how Genie’s equipment worked in the field and how it could be improved upon, as well as identifying unmet needs at construction sites.
In addition to maintaining a research and development department, Genie encourages ideas from the shop floor and has adopted much of this input, Fearon says.
Genie moved to Redmond in 1982 and grew during the next 20 years to nearly 1,500 employees. In 1998, it opened an additional manufacturing facility in Moses Lake, making Genie the largest employer in Grant County, according to the Grant County Economic Development Council.
In 2001, construction screeched to a near halt amid the turn-of-the-millennium recession, necessitating a different path to growth. Connecticut-based Terex Corporation, a maker of cranes and other massive manufacturing equipment, bought Genie in 2002, providing an infusion of cash, technology, new factories and global markets.
Terex opened new Genie-owned factories in China, Italy and the United Kingdom, not to outsource work but to get equipment to international customers faster, says Chad Hislop, one of two engineering directors at Genie. The Terex acquisition also brought with it a factory in Rock Hill, South Carolina.
The factories are strategically situated so international customers can receive the products they order at the same speed North American customers do — in about two weeks. That helps the company offer the same level of service in each market. “You have to have local people who are building in the local markets,” Fearon explains.
Developing countries remain Genie’s biggest area for growth, he adds. In addition to the move to better safety standards, there’s an uptick in building projects. Meanwhile, the North American market is cooling off from a manufacturer’s perspective. Terex reported first-quarter sales in its Aerial Work Platforms business were flat, at $520.2 million, compared to the same period in 2015.
The rising markets today are in China and Western Europe, Fearon says, but Genie also hopes to capitalize on South American markets where developing countries are improving infrastructure, building airports and modernizing ports.
Genie has three factories in Redmond, where the company builds scissor lifts and other products. Workers operate under a regimented lean manufacturing schedule, performing assigned tasks in 10 minutes before moving on to the next machine. A total of 10 hours of work goes into each machine. Genie’s international factories employ the same Lean approach.
“The sun never sets on the Z-45,” Hislop quips, referring to a Genie boom that lifts workers nearly 52 feet in the air.
Genie remains headquartered in Redmond to maintain the small-business spirit the company was founded upon and to retain the talent and loyalty of workers, many of whom have stayed with the company for decades.
“You can’t easily duplicate years of experience,” says Fearon, who believes the Pacific Northwest culture draws many employees and clients to Genie. A new administration office, which opened in Redmond within the past year, is a nice addition. Overlooking hills of evergreen trees, Fearon calls it “a fantastic place to bring customers.”