AuCom
AuCom designs and manufactures motor control solutions — soft starters, variable frequency drives, motor control centres, and medium-voltage heater control — for industrial and infrastructure customers in over 150 countries.
- Company typePrivate
- Founded1978
- HeadquartersChristchurch, New Zealand
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
AuCom firmographics
Firmographics- Name
- AuCom
- Legal name
- AuCom MCS GmbH & Co. KG
- Website
- https://aucom.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AuCom designs and manufactures motor control solutions — soft starters, variable frequency drives, motor control centres, and medium-voltage heater control — for industrial and infrastructure customers in over 150 countries.
- Ownership category
- akta.pro rank
AuCom industry classification
Industry- Product category
- Motor Control Equipment
- NAICS
- Relay and Industrial Control Manufacturing (335314)
- SIC
- Electronic Components & Accessories (3670), Electronic & Other Electrical Equipment (No Computer Equip) (3600)
- akta.pro primary industry
- Motor Drive & Motion Control Electronics Manufacturing Services (VFDs, servo drives, controllers) (IMAGAGAJ)
- akta.pro secondary industry
- Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)
Keywords
Where AuCom is headquartered
LocationHeadquarters
- HQ city
- Christchurch
- HQ country
- New Zealand
- HQ region
- Oceania
Offices4 records
Markets served
AuCom business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Motor Control Hardware Sales: Sale of soft starters, variable frequency drives, motor control centers, and related motor control hardware products. Products are designed and manufactured in-house.
- Services: Field support (24/7), project engineering (design, manufacturing, commissioning), and service contracts for both AuCom products and other manufacturers' products.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
AuCom product offering
Product offeringCore offering
AuCom designs, manufactures, and sells low voltage and medium voltage motor control equipment, including soft starters, variable frequency drives, motor control centres and distribution panels, and medium voltage heater controls for industrial applications. The company complements its product range with project engineering, commissioning, 24/7 technical support, and service contracts for both AuCom products and third-party motor control equipment.
Product overview
AuCom provides comprehensive motor control solutions as a unified platform-plus-products architecture, serving both Low Voltage and Medium Voltage applications. The product portfolio is organized around five core product categories: Soft Starters (EMX4i, CSXi, L-MVE series), Variable Frequency Drives (H1 Series LV VFD, MVH2.0 MV VFD), MCCs & Distribution Panels (X-Series MV Panel System), MV Heater Control for zero-emission heating applications, and Software & Applications (Start Here mobile app). Products are designed and manufactured in-house, with 45 years of experience across 12 global locations serving customers in over 150 countries. The company operates under the Amconex Group parent organization alongside Benshaw (NEMA-focused brand), with divisions for Applied Motor Controls (custom solutions) and Product Division (standard products).
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Starters Range of soft starters for low and medium voltage motor control applications, providing controlled motor starting to reduce electrical and mechanical stress on motors and driven equipment. Sold to industrial customers across mining, oil & gas, water & wastewater, marine, building services and other sectors.
- Variable Frequency Drives Variable frequency drives including low voltage H1 Series (4-450 kW) and medium voltage MVH2.0 (210-25,000 kW) for precise speed and torque control of industrial motors, with cloud monitoring and parallel motor control capabilities.
- MCCs & Distribution Panels Motor control centres and medium voltage distribution panels including the X-Series High Safety MV Panel System with arc fault protection (A-FLR 31.5kA 1s rating), LSC 2A classification, and remote controllable racking.
- MV Heater Control Medium voltage solid-state heating controller for industrial zero-emission heat generation, rated up to 11 kV and 10 MW, aimed at oil & gas and process industry applications.
- Start Here App Mobile application enabling Bluetooth connectivity to AuCom soft starters, allowing users to remotely control, customize, monitor and diagnose soft starter operation.
- 24/7 Field Support Round-the-clock technical hotline and field support service covering AuCom products and other manufacturers' motor control equipment, providing troubleshooting, commissioning help and on-site interventions.
- Project Engineering Engineered project services covering design, manufacturing, commissioning and project management for low voltage and medium voltage motor control installations, including custom solutions.
- Service Contracts Long-term service contracts covering planned maintenance, lifecycle support and service level commitments for AuCom and third-party motor control equipment.
Quantifiable outcome
- Gearbox life extended by 300% at NZAS aluminium smelter
- +3 more outcomes
Companies that use AuCom
Customer profileNamed customers13 records
Segments9 records
Ideal customer profiles3 records
AuCom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration20 records
Feature6 records
AuCom partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, major, regional and minor.
- Amconex GroupcoreAmconex Group is the global parent organization for AuCom and Benshaw, established to better represent the organization's collective scale, global reach, and engineering expertise while preserving individual brands. AuCom MCS GmbH & Co. KG and AuCom Electronics Ltd. operate under the Amconex umbrella. No changes to leadership, products, customer relationships, or support structures.
- BenshawcoreBenshaw Inc. and Benshaw Canada Controls Inc. are sibling companies to AuCom under the Amconex Group parent organization. Both brands continue to operate under their existing names. Benshaw specializes in NEMA motor control solutions while AuCom focuses on IEC solutions.
- IPD Group (Australia)majorIPD has been working with AuCom since 2012 and is the exclusive distributor of AuCom soft starters in Australia. IPD offers a complete range of AuCom low and medium voltage soft start solutions through their extensive technical sales network and national customer service centre. IPD employs over 160 expert personnel across Australia.
- RHONA (Chile)majorRHONA is the exclusive distributor of low voltage soft starters in Chile. RHONA has been instrumental in supporting AuCom products in the South American market, including the installation at Inversiones Tabolango aggregate plant.
- Motronics (Brazil)regionalMotronics is a valued South American partner based in Brazil providing motor control solutions, industrial automation and assembly of control panels to customers in the southeast region.
- MTEC (Korea)regionalMTEC is the exclusive distributor of AuCom products in Korea, having supplied medium voltage soft starters for Samsung Heavy Industries projects.
- Scattergoods (UK)regionalLocal distributor of AuCom products in the UK, supporting Corus Scunthorpe Steel Mill installations.
- CHI Control (South Africa)regionalCHI Control is a distributor of AuCom products in South Africa, supporting installations at Cape Gate and Mossel Bay Municipality.
- Koneksis Elektronik Kontrol (Turkey)regionalLong-standing AuCom representative in Turkey since 2002, having installed 76 IMS2 soft starters for Kastamonu Entegre timber processing facility.
- Industrial Systems (El Salvador/Panama)regionalAuCom distributor in Central America, having played a role in the Panama Canal expansion project by supplying EMX3 soft starters for excavation operations.
- Macing SAS (Colombia)regionalAuthorised AuCom distributor in Colombia, supplying and commissioning EMX4i starters for tunnel ventilation projects including Tunel Buenavista.
- ESI (Colombia)regionalColombian electrical equipment distributor partnered with AuCom since 2008 to supply MVS soft starters for ODL oil pipeline project.
- Powertronics (Mexico)regionalMexican-based engineering services company and valued distributor of AuCom products, implementing integrated automation and motor control solutions.
- Asia Pacific Industrial Equipment Sales and Services (APIESS)regionalAuCom representative in the Philippines, introducing CCWD to soft starters for municipal water supply applications.
- STOIKregionalAuCom representative supporting MVS soft starter installation for Tajik Aluminium Company ball mills, providing on-the-ground technical advice and commissioning support.
- Pauls Fan Company (USA)minorFan package manufacturer using AuCom MVE starters for mine ventilation systems in West Virginia, USA.
- Sanch (China)regionalPartner in China providing advice and support to Mirae Asset Tower for soft starter selection and installation.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
AuCom competitors and assessment
Company assessmentDirect peers
- Invertek Drives: Mid-sized UK-based VFD specialist (Optidrive series). Comparable scale to AuCom, competes in low-voltage variable frequency drives across HVAC, pump, and general industrial segments.
- Danfoss: VLT Drives specialist with strong presence in industrial VFDs and VACON medium-voltage drives. Direct competitor to AuCom in motor speed control, particularly in HVAC, water, and heavy industrial applications.
- Eaton: Manufacturer of soft starters (DS7 series) and drives competing head-to-head with AuCom in LV motor control, with strong industrial and infrastructure channels globally.
- Benshaw: Sister company to AuCom under Amconex Group, focused on NEMA-standard motor control solutions. Closely comparable product line (soft starters, VFDs, MCCs), differing primarily in regional/standards focus (NEMA vs IEC).
- WEG: Brazilian motor and drives manufacturer with growing global footprint. Competes with AuCom in industrial VFDs and soft starters, especially in mining and water/wastewater in LATAM.
- Yaskawa: Specialist in industrial AC drives (A1000, GA700) and motion control. Competes with AuCom in low-voltage VFDs and is expanding in medium-voltage applications.
Broad incumbents
- ABB: Global leader in industrial drives (ACS series) and soft starters across low and medium voltage. Directly competes with AuCom in MV VFDs and motor control, but with vastly larger scale, broader automation portfolio, and stronger service network.
- Schneider Electric: Major drives manufacturer (Altivar series) and motor management solutions across LV/MV. Overlaps with AuCom on soft starters and VFDs but is integrated into a full industrial automation and energy management platform.
- Siemens: SIRIUS soft starters and SINAMICS drives across LV/MV. Competes with AuCom in industrial motor control and benefits from deep integration with Siemens' PLC and automation ecosystem.
- Rockwell Automation: Allen-Bradley drives and motor control products integrated with Logix PLC platform. Overlaps with AuCom in industrial drives, especially in North American discrete and process manufacturing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
AuCom social profiles
Digital presenceAuCom compliance and trust
Trust signalCompliance9 records
AuCom financial estimates
Financial estimateRevenue estimate
Valuation estimate
AuCom leadership team
Management profileNumber of profiles
Profiles6 records
AuCom funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AuCom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AuCom
What does AuCom do?
AuCom designs, manufactures, and sells low voltage and medium voltage motor control equipment, including soft starters, variable frequency drives, motor control centres and distribution panels, and medium voltage heater controls for industrial applications. The company complements its product range with project engineering, commissioning, 24/7 technical support, and service contracts for both AuCom products and third-party motor control equipment.
Is AuCom a public or private company?
AuCom is a private company. It is classified as corporate owned and is currently operating.
When was AuCom founded?
AuCom was founded in 1978. It employs 251 to 500 people.
Where is AuCom based?
AuCom is headquartered in Christchurch, New Zealand, in the Oceania region.
How does AuCom make money?
Two revenue lines are on record. Motor Control Hardware Sales are the primary driver. The others are services.
Who are AuCom's main competitors?
Direct peers on record are Invertek Drives, Danfoss, Eaton, Benshaw, WEG and Yaskawa. Broad incumbents are ABB, Schneider Electric, Siemens and Rockwell Automation.
Does AuCom have an API?
No public API is recorded for AuCom.
What industry is AuCom in?
AuCom's product category is Motor Control Equipment. Its primary akta.pro industry code is IMAGAGAJ, Motor Drive & Motion Control Electronics Manufacturing Services (VFDs, servo drives, controllers), with a secondary code of IMAGABAG, Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers). Its NAICS code is 335314 and its SIC code is 3670.