GenCell 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.