Reuland Electric

What Reuland Electric does

Reuland Electric Co., doing business as Reuland Electric Motor Company, is a U.S.-based custom manufacturer of AC electric motors founded in 1937 in La Verne, California and now operating as a subsidiary of OnCore Motor Group following a July 2023 acquisition led by Grant Bibby. The company engineers and builds single-speed, multi-speed, wound rotor, AC synchronous, torque, high-slip, and permanent magnet motors - both as complete units and as partial motor kits (stators and rotors) - in ratings from fractional to 1,500 HP and speeds up to 60,000 RPM. It serves highly demanding applications including nuclear radiation environments (3.5x10^9 rads lifetime tolerance), MIL-SPEC naval shipboard duty, ABS-certified marine systems, hazardous locations, cryogenic conditions down to -100°F, and 400Hz aerospace platforms, in addition to standard industrial segments such as elevators, cranes, pumps, dough mixers, and textile lines.

The underlying technology base is a library of over 200,000 design files spanning 85+ years of motor development, supported by vertically integrated in-house manufacturing across four U.S. facilities covering aluminum foundry casting, CNC machining, lamination, winding, Vacuum Pressure Impregnation (VPI) insulation, assembly, and regenerative dynamometer testing. This combination of design IP, in-house process control, and an extensive qualification portfolio (ISO 9001:2015, MIL-M-17060G, MIL-STD-901, ABS, IEEE-45, CSA, Buy America) underpins Reuland's 'drop-in replacement' capability for obsolete motors from legacy brands such as Louis Allis, Westinghouse, Otis, and Titan.

The business model is build-to-order custom motor manufacturing sold via direct enterprise field sales with embedded application engineering. Pricing is not publicly disclosed and varies by specification; non-engineered products carry standard lead times of 10 weeks with 5-7 week expedited options. Revenue streams comprise custom one-time motor sales, motor accessories (brakes, couplings, cooling systems), replacement parts/service for the installed base, partial stator/rotor kits, and turnkey motor-plus-VFD packages integrating drives from Allen Bradley, ABB, Emerson, Unico, and Yaskawa. The company reports 24,000+ customers worldwide, no minimum order quantity (from one to thousands of units), and an average motor lifespan exceeding 20 years in service.

Name

Reuland Electric

Legal name

Reuland Electric Co.

Website

https://reuland.com

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

101–250 employees

Short description

Reuland Electric is a U.S.-based custom AC electric motor manufacturer founded in 1937 that engineers and builds bespoke motors - from fractional to 1,500 HP and up to 60,000 RPM - for military, marine, nuclear, aerospace, and demanding industrial applications, serving 24,000+ global customers via direct sales since its 2023 acquisition by OnCore Motor Group.

Ownership category

akta.pro rank

Product category

Custom Electric Motor Manufacturing

NAICS

Motor and Generator Manufacturing (335312), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320), Mechanical Power Transmission Equipment Manufacturing (333613)

SIC

Motors & Generators (3621), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

AC Motors (Induction, Synchronous) (IMAGACAA)

akta.pro secondary industry

DC Motors (Brushed, Brushless DC) (IMAGACAB)

Keywords

• Custom electric motors
• AC induction motors
• Permanent magnet motors
• MIL-SPEC motors
• Industrial motor manufacturing

Headquarters

HQ city

City Of Industry

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Electric Motors: Primary revenue stream from custom-engineered AC electric motors. Motors are designed and manufactured to customer specifications with no minimum quantity requirements. Products include single-speed, multi-speed, wound rotor, synchronous, torque, high-speed, and permanent magnet motors in various frame sizes and enclosures.
2. Motor Accessories: AC/DC electric motor brakes (torque ratings 1.5 to 500 lb-ft), hydraulic pump mount adapters and couplings, soft start fluid couplings, water/oil cooled motor circulating systems, and drives/control systems.
3. Parts and Service: Replacement parts for Reuland and non-Reuland motors with over 200,000 design files. Service and repair department for refurbishment using factory-trained technicians and OEM components. Parts catalog with 1000s of items stocked for quick shipment.
4. Turnkey Systems: Complete motor systems including motor and variable frequency control packages, chillers, cooling systems, and motor monitoring systems. Integration with drive manufacturers including Allen Bradley, ABB, Emerson, Unico, and Yaskawa.
5. Partial Motors (Stator & Rotor Sets): AC induction squirrel cage stator and rotor sets from fractional to 1100 HP with speeds up to 60,000 rpm. Available as complete sets or individual components for customers who build motors into their own products.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Reuland Electric designs and manufactures custom-engineered AC electric motors—including induction, permanent magnet, wound rotor, synchronous reluctance, and high-speed liquid-cooled designs—along with motor accessories such as brakes, couplings, and drive packages. Every motor is built to customer specifications with no minimum order quantity, supported by in-house foundry, CNC machining, winding, VPI impregnation, and regenerative dyno testing across US facilities in California and Michigan.

Product overview

Reuland Electric is a custom electric motor manufacturer offering a comprehensive portfolio of specialized motors and accessories. The product lineup centers on General Motors (Single-Speed, Multi-Speed, High Slip, Inverter/Vector Duty, Wound Rotor, AC Synchronous, Torque, U-Frame, Waferthin, Partial Motors, and Gear Motors), complemented by Permanent Magnet Motors (Line Start, Interior, Surface Mount). Application-specific motors serve Crane & Hoist, Elevator, Pump, Brake, Woodworking, Dough Mixer, Textile, Extractor, Precision Spindle, Test Stand, High-Speed, Nuclear, Hazardous Duty, Cryogenic, Aerospace, MIL-SPEC, and Marine/Coast Guard markets. Motor Accessories include AC/DC Electric Motor Brakes, Hydraulic Pump Adapters, Fluid Couplings, Cooling Systems, and Drives/Control Systems. Every motor is custom-engineered to customer specifications with no minimum quantity requirements. The company operates on a build-to-order basis from its U.S. facilities in California and Michigan.

Differentiator

Problem solved

Functional benefit

Products and services

• Single-Speed Motors

Quantifiable outcome

• Average motor lifespan of 20+ years with some motors still operating from the 1970s
• +3 more outcomes

Named customers9 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• Allen Bradley (Rockwell Automation)coreTechnology or IntegrationDrive manufacturer partnership for providing variable frequency drives (VFDs) as part of turnkey motor systems. Allen Bradley drives are integrated with Reuland motors for complete motor control solutions.
• ABBcoreTechnology or IntegrationDrive manufacturer partnership for variable frequency drives integrated with Reuland motor systems for industrial applications.
• Emerson DrivescoreTechnology or IntegrationPartnership with Emerson for industrial drive solutions integrated into Reuland motor and control packages.
• Yaskawa DrivescoreTechnology or IntegrationPartnership for variable frequency drives used in Reuland's motor and VFD control packages for industrial automation applications.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Marathon Motors (Regal Rexnord): Marathon Motors, part of Regal Rexnord's Industrial Powertrain Solutions, manufactures a broad line of AC induction, brake, and inverter-duty motors serving industrial, crane, and elevator markets — directly overlapping with Reuland's specialty and custom motor portfolio.
• TECO-Westinghouse: TECO-Westinghouse manufactures custom and standard medium-voltage AC motors for industrial, petrochemical, and utility applications — directly comparable to Reuland in custom engineered motor capability and target customer base.
• Kato Engineering: Kato Engineering specializes in custom engineered AC and DC motors and generators for defense, marine, and industrial applications — a focused niche peer whose specialty motor offerings closely mirror Reuland's MIL-SPEC and high-speed product lines.
• Brook Crompton: Brook Crompton manufactures custom and standard AC motors for industrial, hazardous-location, and traction applications, including specialty high-speed designs — directly comparable to Reuland's industrial and crane/hoist motor portfolio.
• Leeson Electric (Regal Rexnord): Leeson Electric produces fractional and integral horsepower AC/DC motors for industrial, agricultural, and commercial applications — directly competing with Reuland's standard motor offerings and serving similar small-to-mid sized industrial OEMs.

Broad incumbents

• Baldor Electric (ABB): Baldor (now ABB) is one of the largest U.S. industrial motor manufacturers, offering standard and custom AC/DC motors across industrial, agricultural, and hazardous-duty applications — a broad incumbent with overlapping custom-engineered motor capabilities.
• WEG: WEG is a global manufacturer of electric motors, generators, and drives with a strong U.S. presence serving industrial, marine, and energy markets. It offers custom and standard motors comparable in scope to Reuland's industrial product line.
• Nidec Motor Corporation: Nidec is a global leader in electric motors, offering standard and custom AC, DC, and servo motors across industrial, appliance, and automotive markets — a broad incumbent with growing overlap into Reuland's industrial and PM motor niches.
• Siemens Large Drives Applications: Siemens manufactures large custom and standard industrial motors, drives, and integrated automation systems for heavy industry, marine, and process applications — a broad incumbent competing with Reuland in high-power custom motors and drive packages.

Others

• OnCore Motor Group: OnCore Motor Group is the parent company of Reuland Electric following its July 2023 acquisition. As a strategic operating platform focused on premium electric motor components, OnCore is a closely related entity whose portfolio strategy directly affects Reuland's trajectory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reuland-electric

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Reuland Electric