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      GenCell Worldwide HQ
      +972 3 726 1616
      7 HaTnufa Street
      Petach Tikva 4951025


      GenCell Power Center, Europe
      Anwenderzentrum H2Herten
      Doncaster-Platz 5
      45699 Herten


      Gencell Inc.
      1370 Broadway, 5th Floor
      New York, NY 10018

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GenCell Appoints Steve Orr as VP Worldwide Sales


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.”

About GenCell

GenCell manufactures, sells and services fuel-cell-based power solutions that provide a reliable, scalable source of 5kW electricity. Fueled by hydrogen, the clean energy of the future, the GenCell G5 long-duration UPS provides backup power for telecom, homeland security, healthcare and niche industrial markets. The GenCell G5rx utility backup solution operates as a direct source of backup power or supplements legacy backup battery systems that provide only 6-8 hours of power. It also includes a shelter that is resistant to high-voltage interference, earthquakes and EMPs. Headquartered in Israel, GenCell has a regional presence and a distribution and support network in North America, Latin America and Europe.


Worldwide PR for GenCell
Ben Dodson
Tel: +44 1737 215200

Adam Lahav, Director of Marketing
Tel: +972 3 726 1616



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