Pramac

What Pramac does

Pramac (legal entity PR Industrial S.r.l.) is an Italian-headquartered global manufacturer founded in 1966 in Siena and currently operating under the management and coordination of Generac Power Systems Inc., the US-based power equipment parent. The company designs, produces, and distributes three core product lines: (1) Power Generation — diesel and gas generators from 4 kVA portable units up to 1250 kVA industrial models, including custom-engineered turnkey solutions up to 3MWe with low, medium, and high voltage output; (2) Energy Storage — containerized and mobile battery energy storage systems (BESS) using LFP chemistry, including the BeBox Ultra10 (436 kWh / 312.5 kVA nominal) and the BePack portable family, often paired with hybrid generator architectures combining diesel, lithium storage, and solar; and (3) Material Handling — warehouse equipment under the Lifter Mobile Robotics sub-brand, including autonomous mobile robots (APTIX, APTIX XL, AMRIX) powered by proprietary ANT navigation software for fleet management and mission scheduling.

The company serves a diverse customer base spanning residential consumers (portable/home backup power), rental fleet operators (mobile generators, light towers, hybrid gensets), commercial and industrial enterprises (data centers such as Aruba's Italian campus, telecom, island resorts such as SwimSol Maldives, and process industries requiring continuous or standby power), and warehouse/logistics operators adopting autonomous material handling. Distribution combines direct enterprise sales for custom-engineered projects with regional e-commerce webshops across the UK, Poland, Switzerland, Spain, France, and Italy for standardized portable and light-commercial products, all supported by a global dealer network spanning 150+ countries, 17 branches, 9 manufacturing plants across Europe, Asia, and South America, and a dedicated after-sales service and parts portal.

Revenue is generated almost entirely through hardware sales across the three product lines, supplemented by after-sales service and spare parts. Industrial and customized solutions are quote-based (consultative enterprise sales), while standardized portable and consumer products transact through regional webshops and dealers. The company's go-to-market is reinforced by the Pramac Racing MotoGP team (2024 World Champion), which serves primarily as brand visibility. Pramac holds ISO 9001:2015 certification and has expanded into adjacent markets via the Wallbox EV charging joint venture and the Lifter Mobile Robotics AMR platform, while the 2019 acquisition of Captiva Energy Solutions extended its energy solutions footprint.

Name

Pramac

Legal name

PR Industrial S.r.l.

Website

https://pramac.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Pramac is a 60-year-old Italian-headquartered global manufacturer of power generators (4 kVA–3MWe), battery energy storage systems, and autonomous mobile robots for material handling, serving industrial, rental, data center, and residential customers across 150+ countries as a subsidiary of Generac Power Systems.

Ownership category

akta.pro rank

Product category

Industrial Power Generation and Energy Storage Equipment

NAICS

Engine, Turbine, and Power Transmission Equipment Manufacturing (3336), Turbine and Turbine Generator Set Units Manufacturing (333611), Electrical Equipment Manufacturing (33531), Commercial and Service Industry Machinery Manufacturing (333310)

SIC

Motors & Generators (3621), Electrical Industrial Apparatus (3620), Misc Industrial & Commercial Machinery & Equipment (3590)

akta.pro primary industry

Industrial Power & Energy Equipment Rental/Leasing (Generators, Light Towers, Compressors) (TLABAFAG)

akta.pro secondary industry

Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Power generation equipment
• Battery energy storage systems
• Material handling equipment
• Autonomous mobile robots
• Industrial generators

Headquarters

HQ city

Siena

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Power Generation Equipment Sales: Pramac generates revenue primarily through the sale of power generators ranging from portable/residential units to large-scale industrial diesel and gas generators (up to 1250 kVA continuous power), including custom-engineered solutions up to 3MWe for data centers and special applications. This includes sales through direct channels, regional e-commerce webshops, and distributor networks.
2. Energy Storage Systems Sales: Sale of battery energy storage solutions including portable power stations (BePack), containerized BESS (BeBox Ultra series with capacities up to 436 kWh), and hybrid generator systems. Revenue is generated through direct sales, e-commerce, and system integrator channels.
3. Material Handling Equipment Sales: Sale of warehouse material handling equipment including pedestrian-guided pallet trucks, stackers, and Lifter Mobile Robotics autonomous mobile robots (APTIX, APTIX XL, AMRIX). Robots are sold with cloud platform monitoring capabilities and can be configured, updated, and monitored remotely. Revenue includes after-sales service and parts.
4. Rental/AFtermarket Solutions: Sale of products specifically designed for rental applications (mobile generators, light towers, hybrid generators, dust suppression units) and a dedicated after-sales service and parts portal (aftersales.pramac.com) providing service, spare parts, and maintenance support globally.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Pramac (legally PR Industrial S.r.l.) manufactures and sells power generation equipment including diesel and gas generators from 4 kVA portable units up to 3MWe custom-engineered industrial systems. The company also produces battery energy storage systems (mobile BePack and containerized BeBox BESS), warehouse material handling equipment (pallet trucks, stackers), and autonomous mobile robots under the Lifter Mobile Robotics / X-ACT platform (APTIX, APTIX XL, AMRIX) powered by proprietary ANT navigation software. Distribution is direct-to-customer plus a global dealer network across 150+ countries, with separate residential/portable and commercial/industrial product lines.

Product overview

Pramac is a global provider of power generation equipment, energy storage systems, and material handling solutions operating as a single-product portfolio company with multiple product lines. The core offerings include Power Generation (diesel/portable generators from 4 to 1250 kVA), Energy Storage (commercial & industrial battery storage, mobile BESS), and Material Handling (warehouse equipment and autonomous mobile robotics under the Lifter Mobile Robotics/X-ACT sub-brand). Key products include the GRW Series industrial generators, HSG and GRW HY hybrid generators combining diesel with lithium batteries, BePack and BeBox mobile battery storage systems, GQW TwinGen containerized 1MWe generators, and the X-ACT robotics line featuring APTIX/APTIX XL autonomous pallet trucks and AMRIX omnidirectional robot platforms powered by ANT Navigation Software. The portfolio also includes light towers, dust suppression units, and a Wallbox EV charging partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Lifter Mobile Robotics: Advanced solutions for material handling in various industrial and logistic sectors, including autonomous mobile robots for warehouse automation.

Products and services

• Power Generation (Generators) Wide range of generators including residential, portable, and industrial diesel/gas models for backup power and temporary energy supply, ranging from 4 kVA portable units to 1250 kVA industrial units and up to 3MWe custom-engineered systems.
• Energy Storage Solutions Integrated battery energy storage systems for commercial, industrial and mobile applications enabling storage from multiple sources for grid stability, backup power and microgrids.
• Material Handling Equipment Complete range of warehouse material handling equipment focused on pedestrian-guided machines for light-duty applications including pallet trucks, stackers, task assist vehicles, and stainless/galvanized ranges.
• HSG Series Hybrid Solar Generator All-in-one Stage V genset with LFP battery pack and photovoltaic panels, delivering up to 44 kVA with up to 60% fuel consumption reduction, up to 60% CO2 emissions reduction and up to 80% maintenance cost reduction for events, construction and city centers.
• GRW HY Series Hybrid Generator Mobile hybrid generator combining a diesel genset with an electronic power module and lithium battery energy storage, designed for the rental business with low fuel consumption and emissions.
• BePack Mobile BESS Mobile battery energy storage system available in Small, Midi and Large configurations for construction sites, live events, emergency backup and off-grid applications, with remote GSM/GPS monitoring and cascade/parallel connectivity.
• BeBox Containerized BESS Containerized mobile BESS delivering grid stability, reliable backup power and resilient microgrids for large-scale applications, with 12-inch operator interface and remote GSM/GPS monitoring.
• GQW TwinGen Containerized Generator 1MWe containerized TwinGen package providing versatile, modular and secure power with high efficiency, reduced fuel consumption, fast commissioning, easy servicing, emergency standby up to 1409 kVA and prime power up to 1299 kVA.
• Light Towers Mobile light towers providing reliable and durable illumination for various lighting needs in rental and temporary power applications.
• APTIX Autonomous Pallet Truck Fully autonomous pallet truck with ANT navigation software for warehouse logistics automation, integrating seamlessly without additional infrastructure requirements.
• APTIX XL Autonomous Pallet Truck Advanced autonomous pallet truck with up to 6-meter shelf reach for high-density warehouse environments and heavier load requirements.
• AMRIX Omnidirectional Mobile Robot

Quantifiable outcome

• Fuel consumption reduction up to 60% with hybrid generator systems (HSG Series)
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• WallboxcoreStrategic or Co-development PartnerPramac and Wallbox formed a joint venture to offer EV charging solutions via pramacwallboxsolutions.com. The partnership combines Pramac's 60-year expertise in power generation, legacy, and innovation with Wallbox's EV charging technology, delivering reliable, efficient, and future-ready charging solutions. This addresses the growing intersection of power generation infrastructure and electric vehicle charging needs.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aggreko: UK-listed temporary power specialist serving events, construction, data centers, and utilities with mobile generators and BESS. Comparable in rental/temp power focus, especially for large events and grid support.
• HIMOINSA: Spanish manufacturer of mobile and stationary gensets, light towers, and BESS, owned by Yanmar. Closely comparable product portfolio and rental channel focus, especially across Europe and Latin America.
• Atlas Copco: Swedish industrial group with Power and Flow division offering mobile generators, light towers, and energy storage for rental and construction markets. Closest direct competitor in mobile and rental-focused power solutions.
• Doosan Portable Power: South Korean manufacturer of mobile generators, compressors, and light towers serving construction and rental markets. Comparable in mobile diesel gensets and rental-channel positioning.

Broad incumbents

• Kohler Power Systems: US-based manufacturer of industrial and residential generators, transfer switches, and switchgear. Direct overlap in commercial/industrial standby gensets and parallel BESS/microgrid initiatives.
• Generac Power Systems: Pramac's US-listed parent company and the largest North American standby generator manufacturer. Directly comparable product portfolio (residential, commercial, industrial gensets) and provides capital/scale synergies to Pramac.
• Cummins: US-listed engine and power generation major producing diesel generators (Onan brand) and BESS solutions for industrial, commercial, and data center markets. Comparable in product breadth and BESS expansion strategy.
• Caterpillar: Global heavy equipment leader with a substantial Electric Power division selling diesel and gas generator sets from 8 kW to multi-MW. Comparable custom-engineered power solutions for data centers, healthcare, and industrial customers.
• Wärtsilä: Finnish engine and energy storage specialist producing large multi-MW gensets and GridSolv BESS for utilities and industrial customers. Comparable in higher-power custom engine/generator solutions and storage expansion.
• Jungheinrich: German intralogistics leader producing pallet trucks, stackers, and increasingly automated/AMR warehouse vehicles. Comparable to Pramac's Lifter Mobile Robotics material handling and AMR business.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PramacRacing
• Facebookfacebook.com/Pramac
• LinkedInlinkedin.com/company/pramac

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Pramac