General Navigation and Commerce Company (Genavco), a leading sup- plier of construction, industrial and marine equipment in the UAE, approaches its four-decade mark in the industry with an enviable portfolio of agencies backed by dedicated staff who are committed to taking the company to greater heights of success.

Top-quality products and efficient after-sales service are the hallmarks of the company, which has plans to unveil several measures which will further consolidate its position as market leader in the region.
The Dubai-based company, which already has branches in Abu Dhabi and Sharjah, has recently established a presence in Doha, Qatar, by setting up Arabian Agencies Company (Araco) through a partnership with Al Fardan Group of Companies (Holding) and says further expansions will depend on demand and opportunities.
“Development and expansion is an ongoing process at Genavco. New products and suppliers are introduced on a very regular basis,” says Sharief Y Khalid, general manager of Genavco.
“Our objective is to maintain our position as a recognised market leader by continuously focusing our efforts to enhance the satisfaction of our customers, suppliers and employees,” he adds.
Genavco, a part of Juma Al Majid Group, was established in 1967 at a time when the UAE was establishing itself as one of the fastest developing countries in the region.
The company, which started with dealing in diesel engines (Detroit Diesel) and automatic transmissions (Allison) both from the US, has over the years expanded its portfolio to include construction and building machineries.
He says: “The UAE has seen a phenomenal growth, particularly in the construction industry with the launch of large-scale multi-billion dirham projects and urban developments. This has resulted in a great demand for a wide spectrum of construction equipment to support these undertakings, which have prompted Genavco to bring in world-renowned suppliers in construction and industrial products under its umbrella of products and services.
“In doing so, we have gained a reputation for representing only the best suppliers with the ultimate aim of providing the best service to our clients,” says Khalid. “Since then, we have maintained our position as a major supplier of construction, industrial and marine equipment in the UAE. Our client base is extensive.”
There have, nevertheless, been ups and downs in the construction industry, however, the management’s vision of diversification of products has been the main reason for its tenacity and growth.
Ossama Akkache, assistant general manager, emphasises: “Genavco’s success in maintaining loyal customers and gaining new ones on a daily basis is no doubt a result of our policy of selling quality products and providing the very best after-sales service. Being one of the first ISO 9002-certified companies has helped us in tracking and meeting our customer’s needs and requirements,” he adds.
Today, the company represents more than 20 suppliers, and through its branches in Abu Dhabi and Sharjah, it has supplied equipment to almost every major project in the UAE. Its list of agencies includes world-renowned names including: CompAir, Crown, JLG, Broadcrown, Wirtgen, BP, Allison Transmission, Vogele, Hamm, Boge, Detroit Diesel, Terex, Isuzu, Winget, Hawker, Kalmar, AC Delco, AWF Schenk and Domnick Hunter.
Commenting on the market, Akkache says: “The market is very good, and Dubai particularly is booming. The sales of all our products are increasing. We are keen to maintain our highly-favourable market position in the years to come and are currently looking for new manufacturers to expand our product range. Last year, the company saw a 40 per cent growth in total sales compared to 2002 figures. This achievement is the result of the dedication of the staff, excellent after-sales service and a range of high quality products from Europe, US, Japan and South Korea. Our assets are our satisfied, loyal customers and employees.’’
“Considering its staff strength of around 300 and the size of its business, Genavco is considered as one of the most efficiently run companies in the GCC,” says Akkache.
Realising the importance of employee-enhancement programmes as an integral aspect of human resources development, and in order to supply a complete service by training its customers on the products purchased, the company founded the Genavco training centre in 1976 – the first company in the region to do so, he says.
The facility has been beneficial to all its employees, customers and suppliers, he adds.
“As with any service industry, customer satisfaction is a high priority with Genavco. We consider our customers as part of our company and over the years have built a very good relationship with them.
“Experience and the latest technology merge at Genavco to underpin a company that is staffed by professionals and can efficiently meet customer requirements. Today, we are proud to say that not only have we retained the trust of our principals but also our clients who ultimately benefit from our stringent quality control,” he says.
Commenting on recent developments within the group, Asif Sayeed Khan, department head (equipment division), says: “In the recent years, Genavco has got fresh blood in its management team, who are enthusiatic and dedicated towards the growth of the company.  Lot of efforts have gone into re-organising the business structure.  New techniques have been applied to improve the overall performance of the company. 
“In addition, the group has invested in implementing the e-business process. We have acquired ERP solutions provided by Oracle this year for better control and monitoring of business.  This is definitely going to bring some drastic changes in the business approach and ensure its smooth functioning.”
Genavco is also looking at developing a sales team which is more focused and more product oriented, strengthening its branch offices and enhancing its coverage of market by logically dividing it into clearly demarcated territories/areas. It intends to invest further in advanced products and service training at factory locations.
Genavco’s Abu Dhabi branch opened in 1970 and has since then established itself as one of the leading suppliers of industrial and construction equipment. The branch offers a comprehensive servicing facility and spare-parts supply to its customers, and caters to the equipment rental needs of customers.
Set up in November 2000, the Sharjah facility is a comprehensive showroom with a workshop, spare parts and Quicklube facilities all under one roof.
Over the years, Genavco has expanded to include a number of divisions: Vehicle, Equipment, Lubricants, Training and Quality Assurance, Parts as well as two workshops for equipment and vehicles.