Superior Diesel

What Superior Diesel does

Superior Diesel Inc. is a privately held, Rhinelander, Wisconsin-based Value-Added Distributor of diesel engines, drivetrain components, and packaged power systems, founded in 1977. The company distributes John Deere and Rehlko (formerly Kohler) diesel engines and FUNK power transmission products, and operates a portfolio that includes industrial diesel engines, marine engines, drivetrain components, repower and replacement engines, and pre-configured packaged power units. It supplements distribution with in-house engineering services, offering custom product design, application engineering, and assembly to meet specific customer requirements across industrial equipment, marine propulsion, and power generation end-uses.

The company is the parent of three wholly-owned regional subsidiary distributors — Bell Power Systems, Diesel-Bec Solutions de Puissance, and New Way Power Solutions — each with its own brand and dealer network. Superior Diesel operates two U.S. offices (Rhinelander, WI headquarters and Seville, OH) and reports coverage of 33 U.S. states from the Pacific to the Atlantic coast, plus Eastern Canada via Diesel-Bec. The pricing model is quote-based rather than published, and go-to-market runs through a dealer locator, direct sales, and the subsidiary distributor network. The company is privately held with 101-250 employees and no public listing, external funding, or parent company disclosed in the source material.

Name

Superior Diesel

Legal name

Superior Diesel Inc.

Website

https://sdiesel.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

101–250 employees

Short description

Superior Diesel is a privately held Value-Added Distributor of John Deere and Rehlko diesel engines, FUNK drivetrains, and packaged power units, serving industrial, marine, and power generation customers across 33 U.S. states and Eastern Canada through its three wholly-owned regional subsidiary distributors.

Ownership category

akta.pro rank

Product category

Diesel Engine and Power Systems Distribution

NAICS

Engine, Turbine, and Power Transmission Equipment Manufacturing (3336), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310)

SIC

Engines & Turbines (3510), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Internal Combustion Engine (ICE) Manufacturing (Gasoline/Diesel) (IMACAHAA)

Keywords

• Diesel engine distribution
• Power transmission systems
• Marine propulsion engines
• Packaged power units
• Engine repower services

Headquarters

HQ city

Rhinelander

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Distribution channels1 record

Core offering

Superior Diesel is a Value-Added Distributor of diesel engines and power systems, distributing John Deere and Rehlko (Kohler) diesel engines and FUNK power transmission components to industrial, marine, and power generation customers across 33 U.S. states and Eastern Canada. The company supplies packaged power units, marine engines, drivetrain components, and repower/replacement engines, supported by in-house application engineering, custom product design, and assembly services through its headquarters and wholly owned subsidiary distributors.

Product overview

Superior Diesel operates as North America's premier diesel engine and power systems Value-Added Distributor, offering a portfolio of diesel engines (John Deere and Rehlko/Kohler), marine engines (John Deere), FUNK power transmissions, and packaged power units. The company provides repower and replacement engine solutions alongside engineering services, serving industrial and marine markets through its wholly owned subsidiary distributors (Bell Power, Diesel-Bec Solutions de Puissance, and New Way Power Solutions) across 33 U.S. states and Eastern Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Packaged Power Units Pre-configured power units that combine diesel engines with drivetrain components, designed for reliability and efficiency in industrial applications; produced by Superior Diesel's engineering and production team.
• Diesel Engines (John Deere and Rehlko) John Deere and Rehlko (Kohler) diesel engines distributed as a Value-Added Distributor, available across multiple power ranges for industrial applications.
• Marine Engines (John Deere) John Deere marine engines offered by power range, intended for commercial marine vessel propulsion applications.
• Drivetrain (FUNK Power Transmissions) FUNK power transmission products designed for use with diesel engines across a range of applications, supplied through Superior Diesel's Value-Added Distributor relationship with FUNK Drivetrain.
• Repower & Replacement Engines Replacement and repower engines used to upgrade or replace existing diesel power systems across various equipment, machinery, and power generation assets.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• John DeerecoreTechnology or IntegrationJohn Deere is a key engine supplier for Superior Diesel, providing diesel engines as part of Superior Diesel's product portfolio.
• Rehlko (Kohler)coreTechnology or IntegrationRehlko (formerly Kohler) is a key engine supplier for Superior Diesel, providing diesel engines as part of Superior Diesel's product portfolio.
• FUNK DrivetraincoreTechnology or IntegrationFUNK is a key drivetrain component supplier for Superior Diesel, providing power transmission products for all types of diesel engines.
• Bell Power SystemscoreOthersBell Power Systems is a wholly owned subsidiary distributor of Superior Diesel, extending their distribution reach.
• Diesel-Bec Solutions de PuissancecoreOthersDiesel-Bec Solutions de Puissance is a wholly owned subsidiary distributor of Superior Diesel, serving the French-Canadian market.
• New Way Power SolutionscoreOthersNew Way Power Solutions is a wholly owned subsidiary distributor of Superior Diesel, extending their distribution reach.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kinsley Power Systems: Kinsley Power Systems is a Rehlko (Kohler) industrial and power generation engine distributor serving the Mid-Atlantic and Northeast U.S., operating a sister subsidiary model (Power Systems divisions) closely comparable to Superior Diesel's Bell Power / New Way setup.
• Northwest Engine & Power Systems: Northwest Engine & Power Systems is a John Deere industrial engine distributor providing repower and packaged power solutions across the Upper Midwest — directly overlapping with Superior Diesel's core product mix and John Deere-sourced engine portfolio.
• Clarke Power Services: Clarke Power Services is a Cincinnati-based diesel engine and power generation distributor (with marine and industrial coverage) that competes in the same value-added distribution category as Superior Diesel across overlapping Midwest geographies.
• Fabco Power Equipment: Fabco Power Equipment is a New Jersey-based distributor specializing in diesel power generation, repower, and engineered power systems — closely mirroring Superior Diesel's repower, packaged power units, and value-added distribution model.
• Ring Power Power Systems: Ring Power is a Florida-based Caterpillar industrial and power generation equipment distributor that competes for industrial diesel repower and packaged power unit business within the broader diesel/power systems distribution category Superior Diesel operates in.

Broad incumbents

• Cummins Inc. Cummins is the largest independent manufacturer of diesel engines and power generation equipment globally. As both a competing engine supplier to end customers and a broader power systems incumbent, it overlaps with Superior Diesel's industrial, marine, and power generation end markets.
• Rolls-Royce Power Systems (MTU): MTU/Rolls-Royce Power Systems manufactures high-speed diesel and gas engines for marine propulsion, power generation, and industrial applications — a direct product-line competitor to John Deere and Rehlko engines Superior Diesel distributes in higher power ranges.
• Volvo Penta: Volvo Penta manufactures marine and industrial diesel engines and competes directly with John Deere marine engines for commercial marine and repower applications served by Superior Diesel's marine engine product line.

Emerging players

• Hatz Diesel: Hatz Diesel is a German manufacturer of compact diesel engines for industrial, construction, and power generation applications, serving as an alternate-brand engine supplier competing for some of the smaller-power industrial engine demand that Superior Diesel's John Deere and Rehlko line-ups address.

Others

• Diesel & Gas Turbine Worldwide: Diesel & Gas Turbine Worldwide is a trade publication and industry data provider covering the diesel and gas turbine power systems industry — an adjacent, ecosystem-level peer that reflects the same competitive landscape Superior Diesel competes in and that informs customer and OEM relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/superiordiesel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Superior Diesel