Appointment is key milestone for the fuel cell manufacturer’s global presence and ramp-up of its worldwide distribution network

Petach Tikvah, Israel – May 30, 2017 – GenCell, the Israel-based fuel cell power solution provider and manufacturer, has announced the appointment of Steve Orr as VP Worldwide Sales. Orr will be based in the UK where he will lead the company’s sales activities in Europe, North America and Latin America.

Orr is a seasoned professional in the fields of sales, business development and logistics. He brings more than 30 years’ experience from the automotive industry where he worked with Ford, Fiat, IVECO and many others to dramatically grow their businesses and shareholder value. With his track record of success and knowledge of driving international manufacturing businesses, Orr is tasked with growing the company’s sales and expanding its worldwide sales and customer service network.

The challenges of aging electrical grids in many parts of our very connected world, make a steady supply of electricity imperative. In the utility, telecom, homeland security, healthcare and niche industrial markets, the high-cost of electrical failure necessitates a business continuity solution such as the GenCell G5/G5rx. In 2015, grid failures cost an estimated USD 110 billion to the US economy.

GenCell’s fuel cell power solutions are reliable sources of backup electricity that overcome the significant weaknesses of the most common legacy alternatives: the high cost of battery rooms and the regular maintenance, odor, noise and lengthy startup time of diesel generators. Fueled by hydrogen, the clean energy of the future, the GenCell G5 power solutions produce energy with no emissions, noise or vibrations.

“In the UK and throughout the world, Israeli companies have a reputation for delivering innovative solutions and GenCell is no exception,” explains Orr. “Not only is the company’s platinum-free fuel cell technology unique, but the company’s commercial focus distinguishes it from other fuel cell industry vendors. GenCell offers a business model that delivers value along the entire supply chain, from distributors to system integrators to end customers.”

“We are very excited to add Steve Orr to the team,” says Rami Reshef, GenCell’s CEO. “His leadership and experience has already helped us develop our ramp-up strategy and further extend the reach of our worldwide sales organization.”