Since its creation 60 years ago, Genovese Umberto SRL has established itself as a national and international leader in the commercial and industrial vehicles market.
Seven years ago, the company decided to follow the evolution of the demand by expanding its original scope to the rental access and lifting equipment industry. As a partner in this transition, the company chose Haulotte. We asked Sole Director Maurizio Genovese, son of the founder Umberto, to tell us more about their activity, the current situation on the Italian market, and their relationship with Haulotte.
Could you briefly describe your company in a few words?
The story of Genovese Umberto SRL begins in the Sicilian city of Syracuse, where my dad Umberto Genovese decided to open a company back in the 50s in the spare part trade industry for commercial and industrial vehicles.
I introduced a new chapter to the business by embracing the latest market needs when I took over. To do so, we started to enhance new corporate commercial strategies by offering rental access and lifting equipment to our customers. This part of the business became more and more important over time. Today, we have over 150 machines and most of them are Haulotte branded. They are all being used for construction, industrial and commercial purposes.
How would you describe the specificity of the Italian market?
The market has changed a lot in the past few years, and most customers prefer not to invest in equipment and would instead rent machines that are the most suitable to their current needs and work requirements. By doing so, they are avoiding unnecessary expenses that are not always easy to amortize over time.
I have to say, what characterizes the most the field in which we are evolving (at least in Italy) is the particular attention to the human side of things and the trust that can be established between customers and suppliers, mainly when their needs are specific.
How has the health crisis impacted your activities?
We established protocols for cleaning and ensuring adequate sanitation of all the vehicles before each new rental. We are making sure to disinfect surfaces that are used often.
Our operators who deliver the equipment always wear facial masks and, when they are in direct contact with customers, they are keeping their distance. We all needed to adapt and change our working approach, but it is still crucial for us to establish contact with our customers and meet them in person and promptly resolve their occurring problems. It is precisely the human relationship that constitutes the distinctive element and the added value of a company.
How has the health crisis impacted your activities?
We established protocols for cleaning and ensuring adequate sanitation of all the vehicles before each new rental. We are making sure to disinfect surfaces that are used often. Our operators who deliver the equipment always wear facial masks and, when they are in direct contact with customers, they are keeping their distance. We all needed to adapt and change our working approach, but it is still crucial for us to establish contact with our customers and meet them in person and promptly resolve their occurring problems. It is precisely the human relationship that constitutes the distinctive element and the added value of a company.
How would you describe last year, and what prospects do you foresee for the future?
At the end of the lockdown back in 2020, when the world started to reopen itself, we started to work again but at an increasing speed. Our data show a very positive year. I can say with enough confidence that the positive trend will continue in 2022 as well.
Lately, the demand for mobile elevating work platforms and telehandlers has grown.
How do you think the rental and elevation market will evolve?
The lifting equipment industry is witnessing a growing sensibility towards ecology and environmental sustainability. There’s now more than ever particular attention to electric or hybrid equipment. The rental market itself represents a system that reduces the waste of resources thanks to the possibility of making the most of every shared vehicle. Therefore, it makes sense to use more and more hybrid or electric low-consumption equipment that meets the customer’s ethic even more.
Haulotte allowed us to do our part thanks to their wide range of competitive green products and solutions.
How long has Haulotte been a partner? How would you describe this partnership?
When it comes to our fleet solution, Haulotte is our only supplier. We have been collaborating with The French company since we decided to expand our market by focusing on rental. I believe it was a big win for us because we have found great support at every company level. From the sales department to the technical one, everybody has been very helpful. Product-wise, we have relied on the quality of many lifting equipment models produced by Haulotte that our customers particularly love. We almost have the entire range and, to have a reliable fleet, we replace the machines regularly within a few years.
The constant expansion of the company’s product ranges allows us to reach almost every target, fulfill every client’s needs.
What are your expectations from your suppliers and in particular, Haulotte?
What is important to us is to have a partner by our sides who can meet the demands of our customers. We also want them to support and assist us in the maintenance process of our equipment.
This is why Haulotte is undoubtedly the partner that best suits our work. I find the recent development of fully electric scissors for outdoor use very interesting. In the future, I would like the company to develop new access models that can reach higher altitudes.