WINCO Generators

What WINCO Generators does

WINCO Generators (legal entity WINCO Inc., DBA WINCO, formerly Winpower) is a privately held, family- and veteran-owned American manufacturer of power generation equipment founded in 1927 and operating from a 17.5-acre manufacturing campus at 225 South Cordova Ave, Le Center, Minnesota since 1977. The company designs, engineers, and assembles generators in-house, with vertically integrated capabilities spanning laser cutting, CNC machining, metal fabrication, powder coating, wiring, and load bank testing up to 700kW. Its portfolio covers six product categories — portable generators (3kW-25kW), commercial standby (diesel and gaseous, 11kW-400kW+), prime power (diesel/gaseous/gasoline), PTO and two-bearing tractor-driven generators (manufactured since 1950), ASCO-branded transfer switches (30A-4000A), and a dedicated spray foam generator line — with components sourced from a diversified supplier base including Briggs & Stratton, Honda, Kohler, Ford, PSI/GM, Volvo, Baudouin, FPT, Isuzu, Stamford, Cummins, ASCO, and Deep Sea Electronics.

The company employs 51-100 people and sells exclusively through an authorized dealer network organized by product specialty and engine brand, supported by a dealer portal for quotes, inventory, sales orders, AR aging, and service parts. Pricing is predominantly one-time hardware sales with MSRPs from $1,040 (entry portables) to $12,580 (commercial standby), with larger commercial units sold via quote; a third-party financing portal is offered for customer purchases. Customer segments include commercial/industrial facilities, contractors and construction, spray foam insulation applicators, agriculture, residential backup, and prime/mobile power users. The business also monetizes excess capacity through contract custom manufacturing services and supports post-sale service through dealer service schools and a 100% factory load-test policy on every shipped unit, backed by a 3-year commercial warranty on industrial portable lines.

Name

WINCO Generators

Legal name

WINCO Inc.

Website

https://wincogen.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Power Generation Equipment

NAICS

Motor and Generator Manufacturing (335312)

SIC

Motors & Generators (3621)

akta.pro primary industry

Engine Generator & Microgrid Power Plant EPC (Diesel/Gas Recip) (EUAEAAAJ)

akta.pro secondary industry

Generator Installation & Transfer Switches (Standby/Portable Interlock) (HSAOADAF)

Keywords

• Portable generators
• Commercial standby generators
• Prime power generators
• PTO generators
• Transfer switches

Headquarters

HQ city

Le Center

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Generator Sales: WINCO's primary revenue stream is the sale of generators across multiple product lines: portable generators, commercial standby generators (diesel and gaseous), prime power generators (diesel, gaseous, gasoline), PTO/2-bearing generators, and mobile generators. Products range from $1,040 MSRP (entry portable) to $12,580 MSRP (commercial standby) with many larger models sold via quote.
2. Transfer Switch Sales: Sale of ASCO automatic transfer switches, manual transfer switches, and quick connect panels. Transfer switches range from 30A to 4000A ratings, sold through the same dealer channel as generators.
3. Parts & Accessories: Sale of maintenance kits, batteries, battery chargers, battery heaters, fuel tanks, dolly kits, PTO shafts, trailers, circuit breakers, and other accessories. Accessories are priced from $20 to over $1,000 MSRP.
4. Custom Manufacturing Services: WINCO offers machining, metal fabrication, painting, wiring, and assembly services to external customers. Their manufacturing capabilities include laser cutting, CNC milling, turret pressing, brake pressing, tube bending, and powder coating.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels5 records

Core offering

WINCO Generators designs, engineers, and builds a full line of power generation equipment in-house at its 17.5-acre facility in Le Center, Minnesota. The portfolio spans portable generators (3kW-25kW), commercial standby diesel and gaseous generators (up to 400kW), prime power generators, PTO/two-bearing generators, spray foam generators, and ASCO transfer switches, plus parts, accessories, and custom contract manufacturing services.

Product overview

WINCO Generators is a manufacturer of power generation equipment founded in 1927, operating from a 17.5-acre facility in Le Center, Minnesota since 1977. The product portfolio consists of six core product categories: Portables (gasoline/diesel portable generators from 3kW to 25kW for commercial and job site use), Commercial Standby (automatic diesel and gaseous standby generators from 11kW to 400kW), Prime Power (continuous-duty diesel, gaseous, and gasoline generators for industrial applications), PTO/2-Bearing Generators (tractor-driven and direct-coupled units since 1950), ASCO Transfer Switches (automatic and manual transfer switches from 30A to 4000A), and Spray Foam Generators (industrial portables optimized for spray foam applications). The company also offers comprehensive parts, accessories, and custom contract manufacturing services. Featured products include the PSS100P4/A gaseous standby (100kW), WL25000VE portable (20kW), RP25I4 mobile diesel prime (20kW), and DE4040F4 Gen 4 diesel prime (40kW). WINCO designs and builds generators in-house with component suppliers including Briggs & Stratton, Honda, Kohler, Ford, PSI/GM, Volvo, Baudouin, FPT, Isuzu, and Deep Sea Electronics.

Differentiator

Problem solved

Functional benefit

Products and services

• Portable Generators
• Commercial Standby Generators
• Prime Power Generators
• PTO/2-Bearing Generators
• ASCO Transfer Switches
• Spray Foam Generators
• Parts and Accessories
• Custom Manufacturing Services

Quantifiable outcome

• 3-Year Commercial Warranty on industrial portable generators
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

13 partnerships are on record, tiered core, major and minor.

• ASCO (Automatic Switch Company)coreTechnology or IntegrationASCO supplies automatic transfer switches, manual transfer switches, and quick connect panels that WINCO sells alongside their generators. WINCO is an expert in recommending the best ASCO transfer switch to suit customer needs. Products include ASCO 185 series (100-400A), ASCO 300 series (30-200A), and Quick Connect Panels (400A-4000A).
• Stamford ( Generator End Supplier)coreTechnology or IntegrationStamford supplies industrial grade generator ends (alternators) for WINCO's standby generators. These alternators are described as versatile for demanding and challenging applications and are predominantly used in standby configurations.
• Cummins (Generator End Supplier)majorTechnology or IntegrationCummins supplies industrial generator ends with automatic voltage regulation for WINCO's diesel prime generators, including models like the DE4040F4.
• PSI/GM (Power Solutions International / General Motors)majorTechnology or IntegrationPSI (Power Solutions International, formerly Carb & Turbo) supplies certified natural gas/LP engines to WINCO, including the 5.7L turbo engine used in the PSS100P4 standby generator. WINCO maintains an archive of PSI engine operator's and service manuals.
• Briggs & Stratton (Engine Supplier)majorTechnology or IntegrationBriggs & Stratton, through their Vanguard brand, supplies premium-grade Vanguard engines for WINCO's industrial portable generators including the WL25000VE. Vanguard engines are engineered for equipment that works for a living.
• FPT Industrial (Fiat Powertrain Technologies)majorTechnology or IntegrationFPT (Fiat Powertrain Technologies) supplies industrial diesel engines for WINCO's prime power generators. The FPT F5 series engine (3.4L) is used in models like DE4040F4 Gen 4. WINCO has maintained a relationship with FPT/Iveco for operator's manuals and specifications.
• IsuzumajorTechnology or IntegrationIsuzu supplies industrial diesel engines for WINCO's prime power and mobile generators. The Isuzu 4LE2 series engine is used in models like RP25I4, with EPA and CARB certifications maintained for current model years.
• HondamajorTechnology or IntegrationHonda supplies engines for WINCO's portable generators including GC, GX, and iGX series engines. WINCO offers Honda engine maintenance kits and maintains Honda engine documentation including operator's manuals, parts lists, and maintenance guides.
• Deep Sea Electronics (DSE)coreTechnology or IntegrationDSE supplies digital controller modules (DSE7310 MKII, DSE8610) for WINCO's generators, providing auto start/stop, monitoring, and control functionality. WINCO also offers DSE890 communications packages, GPS/4G LTE antennas, and DSE2510 remote displays as accessories.
• BaudouinmajorTechnology or IntegrationBaudouin supplies diesel engines for WINCO's commercial standby generators. Baudouin engines are listed in WINCO's diesel standby product line filter options.
• Volvo PentamajorTechnology or IntegrationVolvo Penta supplies diesel engines for WINCO's larger commercial standby generators. WINCO provides Volvo operator's manuals and service schedules for multiple Volvo engine models.
• ADP TotalSourceminorOthersWINCO partners with ADP TotalSource to provide employee benefits including health, dental, and vision insurance, 401(k) with company match, life insurance, short- and long-term disability, and an Employee Assistance Program (EAP).
• Financing Partner (Approve Payments)minorGTM or Marketing PartnerWINCO offers financing through a third-party platform (financing.approvepayments.com/winco), enabling customers to finance generator purchases through a branded financing portal.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Multiquip: Manufacturer of portable generators, welders, light towers, and construction power equipment. Highly comparable to WINCO's contractor and construction segments with similar product positioning, dealer-based channel approach, and end-customer overlap in commercial construction.
• Briggs & Stratton: Major US manufacturer of engines and portable/standby generators under the Briggs & Stratton and Vanguard brands. Direct competitor to WINCO in portable generators and small commercial standby. Notably also a supplier (Vanguard engines) to WINCO, creating both a peer and supplier relationship that increases competitive overlap.
• Champion Power Equipment: US-based manufacturer of portable generators, home standby systems, and commercial power equipment sold through retail and dealer channels. Closely comparable to WINCO's portable line and competitive in the small-to-mid commercial standby segment, with overlapping dual-channel distribution.
• Taylor Power Systems: US-based manufacturer of commercial and industrial generator sets with similar mid-market commercial positioning. Comparable to WINCO's commercial standby and prime power offerings, serving overlapping dealer channels and end markets including healthcare, agriculture, and commercial facilities.
• Kohler Power Systems: Manufacturer of commercial and residential standby generators, transfer switches, and paralleling switchgear. Highly comparable to WINCO's commercial standby product line and competes directly in transfer switches (Kohler also supplies select WINCO portable engines), with similar mid-market commercial positioning.
• Doosan Portable Power: Manufacturer of mobile generators, air compressors, and light towers for construction and rental fleet applications. Highly comparable to WINCO's mobile prime power, portable, and rental-grade products, with overlapping customer segments in construction contractors and equipment rental operators.
• HIPOWER SYSTEMS: Manufacturer of mobile, towable, and stationary generators serving commercial, industrial, and rental applications. Comparable to WINCO's mobile prime power and mid-range commercial standby offerings, with similar towable mobile generator configurations and overlapping rental fleet customers.
• Generac Holdings: Largest US-based manufacturer of backup power generators, spanning residential, light commercial, and industrial standby as well as portable power. Directly comparable to WINCO across portable, home standby, and commercial standby product lines, though operating at materially greater scale with a national brand and broader dealer footprint.
• Cummins Power Generation: Major manufacturer of large commercial and industrial standby generators, generator sets, and power systems. Comparable to WINCO's commercial standby and prime power product lines at the higher end of the power range. Also a component supplier to WINCO through its generator ends business, creating a dual peer-and-supplier relationship.

Broad incumbents

• Caterpillar Electric Power: Manufacturer of large industrial generator sets and complete power solutions as part of a much broader heavy equipment portfolio. Comparable in commercial and industrial standby and prime power at higher kW ranges, but operates at much greater scale and across a broader, more diversified product portfolio than WINCO.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wincogen
• LinkedInlinkedin.com/company/winco-generators

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WINCO Generators