Genie Aerial Pros experts hosting week-long ‘Ask Me Anything’ event on rental return on invested capital

Updated Mar 29, 2018

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Genie is inviting customers to ask questions and get answers about rental return on invested capital (rROIC) this week during its “Ask Me Anything” (AMA) event.

Through Friday, you can, connect with Genie about rROIC to financially plan for business success. On Monday morning, March 26th, Genie posted its AMA prompt on the Genie Aerial Pros AMA Event page, and social media posts were offered simultaneously to garner questions.

The post will stay open, or “live,” for questions and comments through Friday, March 30. It is the fifth AMA event Genie has hosted and is designed to give customers a full understanding of rROIC.

“ROIC is a calculation used to assess a rental company’s efficiency of converting its capital expenses into profitable investments. Essentially, rROIC gives our customers a sense of how well they are investing money to make money,” says Galen Wickstrom, Genie National Sales Account Manager, Terex AWP.

“This event will focus primarily on giving our customers information on how rROIC works — and can work for their businesses.”

Wickstrom calls rROIC a topic that’s gaining a lot of interest in the rental industry, with many customers making purchasing decisions with it in mind. “Because it’s become so important in how we do business with our customers, now and in the future, we created this event to help participants understand not only what the acronym stands for but also what the implications are for the industry,” he says.

In the past decade, Wickstrom explains, the rental industry has become extremely proficient in the tracking of rental fleets by machine — revenue generated, rental rates, time of utilization, maintenance and repair costs, interest costs, downtime, warranty costs and issues, depreciation and resale prices.

“Today’s fleet managers have the ability to determine the profitability of a particular machine or machine model,” he says. “During the event, we will supply our customers with the answers and tools they need to assess rROIC based on the data they already have on their fleets. Withchanging industry safety standards (ANSI/CSA) and the increased focus onsafety and load sense, customers are asking questions about how those changes will impact them and what benefits the XC line offers them.

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With changing industry safety standards (ANSI/CSA) and the increased focus on safety and load sense, customers are asking questions about how those changes will impact them and what benefits the XC line offers them. Attention to these changes and our new XC offerings in late 2017 and 2018 have caused some possible misperceptions about XC, so Genie is address any concerns.


Once questions are posted and reviewed, Genie will post responses from its team members, including engineering and safety experts, to the questions in a timely manner.

Customers wishing to participate in the AMA event, or simply to follow the questions and responses, can access the Genie Aerial Pros website in a variety of ways, including the dedicated website, as well as via and through the company’s social media pages: Facebook (GenieLift), Twitter (@GenieLift), LinkedIn (Genie Industries) and Instagram (@genie_lift).

Additional information and resources can be found at

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