Generac
Corporate brand
UnclaimedAn American manufacturer of backup power systems, generators, transfer equipment, and related energy products.
Last updated November 4, 2026
AI crawler reads
No AI crawler has read this profile yet.
Overview
Generac is an American power-equipment brand and the principal operating brand of Generac Holdings Inc., a publicly traded manufacturer headquartered in Waukesha, Wisconsin. The company develops and sells engine-driven generators and associated electrical equipment for residential, light-commercial, commercial, industrial, recreational-vehicle, and portable-power applications. Its portfolio has historically included gasoline, diesel, gaseous-fuel, and bi-fuel generator systems, automatic transfer switches, modular paralleling systems, small engines, and more recent energy-management and storage products. Robert Kern founded the company in 1959. Its early business was closely connected with Sears, Roebuck and Co., for which Generac produced portable generators sold under the Craftsman brand. During the 1970s, Generac broadened its portable-generator and recreational-vehicle activities. In the 1980s it entered commercial and industrial standby power, building a business that by the end of that decade served residential, commercial, and industrial customers. A notable product milestone came in 1989, when the company introduced an automatic home-standby generator powered by gaseous fuel. This helped establish the residential standby-generator category in which Generac later became especially prominent. Generac expanded through private-label relationships, acquisitions, divestitures, and product development. It began private-labeling generator sets for Caterpillar in 1992. The relationship later ended, and litigation followed after Caterpillar terminated the private-label agreement; the courts ultimately upheld dismissal of Generac's claims. Generac sold its portable-products division in 1998 and returned to the portable-generator market in 2008 after the relevant non-compete period expired. In late 2006, private-equity firm CCMP Capital acquired the company. Generac subsequently separated from private ownership through an initial public offering of Generac Holdings Inc. on the New York Stock Exchange in February 2010. The offering generated net proceeds used to reduce debt. The company's products are distributed through independent dealers, retailers, wholesalers, and other channel partners. Generac systems span a broad output range, from small portable units to industrial installations measured in megawatts. Residential products include automatic standby generators, transfer equipment, and energy-management solutions. Commercial and industrial offerings include generator sets, enclosures, controls, transfer switches, and systems designed for parallel operation. The company has also developed energy-storage and home-energy-management products, including the PWRcell line, extending the brand beyond conventional fossil-fuel and engine-based generation. Generac's market positioning centers on reliability, automatic backup power, dealer-supported installation, and product breadth. Its residential brand presence is particularly associated with whole-home standby generators, while its industrial business addresses facilities requiring continuity of electrical service. The company has manufacturing operations in several Wisconsin locations, including Berlin, Oshkosh, Jefferson, Eagle, and Whitewater, according to the referenced encyclopedia material. Generac remains active as a listed American industrial-equipment company, although specific current management details, financial figures, and geographic revenue mix should be verified against current company filings.
History
Generac was founded in 1959 by Robert Kern in Wisconsin. Its initial growth was tied to the production of portable generators for Sears, Roebuck and Co., which marketed the equipment under its Craftsman brand. This arrangement gave the young manufacturer access to a large retail channel while allowing it to develop experience in compact engine-driven power equipment. In the 1970s, Generac expanded beyond its initial portable-generator base and developed products for recreational vehicles. During the following decade, the company moved into commercial and industrial backup power. By the end of the 1980s, its activities covered residential, commercial, and industrial generator markets. In 1989, it introduced an automatic home-standby generator using gaseous fuel, a product development that helped distinguish the company from suppliers focused only on manually operated portable equipment. Generac pursued business relationships with larger industrial companies during the 1990s. In 1992, it began private-labeling generator sets for Caterpillar. The two companies discussed a possible Caterpillar acquisition of Generac, but no transaction was completed. Caterpillar terminated the private-label arrangement in June 1996. Generac responded with litigation alleging violations of the Wisconsin Fair Dealership Law, the Sherman Antitrust Act, Wisconsin common law concerning restrictive covenants, and Illinois consumer-protection law. The district court dismissed the claims in Caterpillar's favor, and the United States Court of Appeals for the Seventh Circuit affirmed the result. Some supply of transfer switches continued until 2002, when Caterpillar changed suppliers. Generac also changed the scope of its own portfolio. In 1998, it sold its portable-products division to the Beacon Group, a private-equity firm. The division was later sold to Briggs & Stratton. Once the associated non-compete restriction expired, Generac re-entered the portable-generator market in 2008. This return complemented its established residential standby and commercial-industrial activities. In late 2006, CCMP Capital acquired Generac. During the private-equity ownership period, CCMP recorded a non-cash goodwill and trade-name impairment charge of $583.5 million in 2009, as described in the referenced material. Aaron Jagdfeld became president and chief executive officer in September 2008. Generac Holdings Inc. went public on February 11, 2010, with its shares listed on the New York Stock Exchange under GNRC. The initial public offering produced $224 million in net proceeds according to the referenced encyclopedia account, and the money was used to pay down debt. The public-company structure placed Generac Power Systems within a listed holding-company framework. The company has continued to serve residential, light-commercial, commercial, industrial, and portable-power markets. Its equipment includes gasoline-, diesel-, gaseous-fuel-, and bi-fuel-powered generators, automatic transfer switches, modular paralleling systems, small engines, and related controls. Generac has also extended its offering into battery storage and home-energy management through products such as PWRcell. Its distribution model relies on independent dealers, retailers, wholesalers, and other commercial channels. The company maintains manufacturing facilities in multiple Wisconsin communities, including Berlin, Oshkosh, Jefferson, Eagle, and Whitewater. Recognition cited in the reference material includes a Milwaukee Magazine workplace award, a Plant Engineering award for the Power Design Pro sizing application, Good Housekeeping seals for selected products, and a 2014 Frost & Sullivan award related to natural-gas generator systems.
- 2010
Initial public offering
[1]Generac Holdings began trading on the New York Stock Exchange under GNRC.
- 2008
Return to portable generators
[1]Generac re-entered the portable-generator market after a non-compete restriction related to the earlier divestiture expired.
- 2006
Acquired by CCMP Capital
[1]CCMP Capital acquired Generac in late 2006.
- 1998
Portable-products division sold
[1]Generac sold its portable-products division to the Beacon Group.
- 1992
Caterpillar private-label relationship began
[1]Generac began private-labeling generator sets for Caterpillar.
- 1989
Automatic gaseous-fuel home standby system introduced
[1]Generac introduced an automatic home-standby generator powered by gaseous fuel.
- 1980
Entry into commercial and industrial backup power
[1]Generac entered commercial and industrial markets with backup power-generation systems during the 1980s.
- 1970
Expansion into portable and recreational-vehicle markets
[1]During the 1970s, Generac broadened its business beyond its initial portable-generator activities and served recreational-vehicle applications.
- 1959
Generac was founded
[1]Robert Kern founded Generac in Wisconsin, initially focusing on portable generators.
Products and positioning
A reliability-focused power-equipment brand spanning residential backup power, portable generation, and commercial and industrial standby systems, with expanding energy-storage and energy-management capabilities.
Residential standby power
Guardian home standby generators
Guardian is Generac's residential standby-generator family. These systems are designed for automatic backup operation when utility power fails and are connected to transfer equipment that manages the transition between utility and generator power. The range is associated with whole-home and residential backup applications and has historically included gaseous-fuel configurations. Generac has promoted the line through independent dealer, installation, and service channels.
Portable power · 1959
Portable generators
Generac's portable-generator products serve temporary, mobile, recreational, and emergency-power needs. The company has manufactured portable equipment since its early years, sold products through the Craftsman relationship, divested the portable division in 1998, and returned to the segment in 2008. Portable units form a complementary product category alongside permanently installed residential standby systems.
Commercial and industrial power generation · 1980
Commercial and industrial generator systems
Generac's commercial and industrial portfolio includes engine-driven generator sets for facilities that require backup or prime power. Systems can use diesel, natural gas, other gaseous fuels, or bi-fuel configurations and can be supplied with enclosures, controls, transfer equipment, and paralleling capabilities. The referenced material describes output ranging from small systems to installations reaching approximately 9 megawatts.
Electrical distribution and transfer equipment
Automatic transfer switches
Automatic transfer switches connect backup generation equipment with electrical loads and help transfer those loads between utility and generator sources. Generac supplies transfer switches for residential, commercial, and industrial applications. The company also continued supplying some transfer switches to Caterpillar after the generator private-label relationship ended.
Energy storage and home energy management
Generac PWRcell
PWRcell is Generac's energy-storage and home-energy-management offering. It extends the brand from engine-based backup generation into battery-backed residential energy resilience. The product family is positioned alongside standby generators and related electrical equipment, giving homeowners another way to manage stored energy and backup power.
Industrial power generation · 2009
Generac Industrial Power
Generac Industrial Power is the company's rebranded industrial-products division, introduced around 2009. The initiative included updated engines, enclosures, ergonomic features, and visual design, as well as a relationship with Fiat Powertrain Technologies for industrial diesel engines. It represents Generac's effort to present its industrial products as a distinct business platform.
Brand decisions
2010
Initial public offeringOtherBackground
Following its period under CCMP Capital ownership, Generac Holdings prepared to operate as a public company.
Action taken
Generac Holdings began trading on the New York Stock Exchange under GNRC.
Aftermath
The referenced material states that the offering generated $224 million in net proceeds, which were used to reduce debt.
Net IPO proceeds. $224 million (2010 initial public offering)
2009
Creation of Generac Industrial PowerStrategyBackground
Generac sought to strengthen the identity and product platform of its industrial business.
Action taken
The industrial products division was rebranded as Generac Industrial Power, with changes to engines, enclosures, ergonomics, and product aesthetics.
Aftermath
The initiative supported a more distinct industrial offering and included diesel-engine sourcing from Fiat Powertrain Technologies.
1998
Sale of the portable-products divisionM&ABackground
Generac reshaped its portfolio by divesting its portable-products division.
Action taken
The division was sold to the Beacon Group and was later sold by Beacon to Briggs & Stratton.
Aftermath
After the associated non-compete period expired, Generac returned to the portable-generator market in 2008.
1996
Litigation following the end of Caterpillar private labelingOtherBackground
Caterpillar terminated its private-label generator agreement with Generac in June 1996 after the companies had discussed a possible acquisition that was never completed.
Action taken
Generac sued under Wisconsin dealership law, federal antitrust law, and related state-law theories. The district court dismissed the claims, and the Seventh Circuit affirmed the dismissal.
Aftermath
Generac continued supplying some transfer switches to Caterpillar until 2002, when Caterpillar changed suppliers.
Recent events
Reported
Generac strikes deal with Amazon to supply backup power generators for data centers[3]
Generac struck a deal with Amazon to supply backup power generators for its data centers, with initial deliveries expected to total $2.4 billion between 2027 and 2028; Generac also granted Amazon the right to buy up to $340 million worth of its stock.
Reported
Generac acquisition of Chilicon[4]
Generac Power Systems is acquiring Chilicon Power, a California-based solar technology company.
Reported
Generac acquires Chilicon Power[5]
Generac acquired Chilicon Power, a designer and provider of grid-interactive microinverter and monitoring solutions for the solar power market. The deal terms were not disclosed.
Reported
Generac completes acquisition of Deep Sea Electronics[6]
Generac acquired UK-based Deep Sea Electronics in a deal valued at more than $340 million; the article reports that the deal closed Tuesday.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Reported
Generac PWRcell wins 2021 Edison Award silver[7]
Generac Power Systems said its PWRcell solar and storage system was awarded Silver in the sustainability and home efficiency solutions category of the 2021 Edison Awards.
Reported
Generac introduces redesigned Powermate lineup[8]
Generac announced a redesigned Powermate line of portable generators and chore products, available online and at select retailers nationwide.
Reported
Generac partners with Baker Electric Home Energy[9]
Generac announced a partnership with Baker Electric Home Energy to work together in the residential solar market. Generac said the collaboration could bring more solar and storage to homeowners.
Reported
DR Power Equipment completes acquisition of Mean Green Products assets[10]
DR Power Equipment, a division of Generac Holdings, completed its acquisition of Mean Green Products’ assets on September 1, 2020.
Reported
Generac subsidiary acquires Mean Green assets[11]
A Generac subsidiary acquired the assets of Mean Green Products, which makes battery-powered commercial turf-care equipment.
Reported
BayWa r.e. adds Generac PWRcell to its distribution offering[12]
BayWa r.e. announced a partnership with Generac, adding Generac's PWRcell battery system and integrated energy storage components to its distribution offering for its nationwide network of residential solar contractors. Generac will also provide installer training.
Sources14 sources
- 1Generacen.wikipedia.org
- 2Generac official websitegenerac.com
- 3Generac与亚马逊达成协议，为其数据中心供应备用发电机cnbc.com
- 4Generac收购Chiliconjsonline.com
- 5Generac收购Chilicon Powerbiztimes.com
- 6Generac 完成对 Deep Sea Electronics 的收购biztimes.com
- 7Generac PWRcell荣获2021年爱迪生奖银奖prnewswire.com
- 8Generac推出重新设计的Powermate产品系列prnewswire.com
- 9Generac与Baker Electric Home Energy建立合作solarbuildermag.com
- 10DR Power Equipment完成收购Mean Green Products资产patch.com
- 11Generac子公司收购Mean Green资产biztimes.com
- 12BayWa r.e. 将 Generac PWRcell 纳入分销产品组合prnewswire.com
- 13POWERHOME与Generac宣布能源合作prnewswire.com
- 14Generac宣布与Solar Energy International建立教育合作关系prnewswire.com
Cite this profile: Cite the canonical profile. /brand-wiki/generac · Editorial policy · How profiles are compiled