New Way

What New Way does

New Way is a South African supplier of bespoke prime and standby power solutions, founded in 1983 in Durban and now headquartered at a 36,000sqm wholly-owned manufacturing and assembly facility in Alberton, Johannesburg, with additional sales and service branches in Cape Town and Durban. The company is a wholly-owned subsidiary of the JSE-listed enX Group Limited, having joined the group through the June 2015 acquisition of New Way Rentals, and describes itself as one of Africa's largest power solutions providers and one of the few businesses on the continent capable of delivering the largest turnkey power projects.

The product portfolio spans commercial diesel generators from 20kVA to 2500kVA powered by Moteurs Baudouin, John Deere, and Mitsubishi engines; portable soundproof generator rentals from 15kVA to 1250kVA delivered across Southern Africa; and the New Way Renewables vertical offering backup power systems (1-180kVA), hybrid solar, grid-tied, and solar water heating solutions using Canadian Solar, JA Solar, Victron Energy, Pylontech, and BlueNova components. Supporting services include 24/7 preventative maintenance, fuel replenishment with HazChem-certified drivers, remote monitoring via the DSEWebNet platform on Deep Sea PLC equipment, spare parts supply, and full project management from assessment through commissioning, with all control and LV distribution panels manufactured in-house.

New Way generates revenue through a mix of one-time equipment sales, usage-based rentals, recurring maintenance retainers, monitoring subscriptions, transactional fuel and parts sales, and renewable energy installations. Distribution is primarily direct enterprise field sales via three South African branches, supplemented by a 'Partner With Us' channel program for renewables and event sponsorships (Comrades Marathon, Queen's Plate, The Wine Show). Customer segments span data centres, healthcare, mining, telecoms, industrial, construction, retail, and residential, with named enterprise logos including Absa, Dimension Data, Pick n Pay, DSV, Netcare, Lancet Laboratories, Murray & Roberts, WBHO, and Airports Company South Africa.

Name

New Way

Legal name

New Way

Website

https://newway.co.za

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

New Way is a South African bespoke power solutions provider supplying diesel generators (20-2500kVA), generator rentals, renewable energy systems, and 24/7 maintenance services to enterprise customers across data centres, healthcare, mining, telecoms, retail, and construction in Southern Africa.

Ownership category

akta.pro rank

Product category

Power Generation Equipment and Solutions

NAICS

Motor and Generator Manufacturing (335312), Engine, Turbine, and Power Transmission Equipment Manufacturing (3336)

SIC

Motors & Generators (3621), Engines & Turbines (3510)

akta.pro primary industry

Emergency & Standby Diesel Generator Power (Critical Facilities) (EUACACAH)

akta.pro secondary industries

Industrial Power & Energy Equipment Rental/Leasing (Generators, Light Towers, Compressors) (TLABAFAG), Renewable Monitoring, Controls & SCADA Hardware Manufacturing (Sensors, RTUs, Meters) (EUAMAHAJ), Remote & Islanded Oil/Diesel Power Generation (Off-Grid, Mini-Grids) (EUACACAG)

Keywords

• Diesel generators
• Generator rentals
• Renewable energy systems
• Power solutions
• Backup power equipment

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Generator Sales: Sale of bespoke diesel-powered generators ranging from 20kVA to 2500kVA, including standard and highly-customized configurations with various build types (Open Set, Weatherproof, Sound Attenuated, Super Silent) and electrical configurations (Base Load, AMF, Synchronised).
2. Generator Rentals: Rental of portable soundproof generators from 15kVA to 1250kVA. Fleet includes units with dual speed operation (50/60hz) and synchronisation capabilities. Delivery via crane trucks, rollbacks, or trailers.
3. Preventative Maintenance & Technical Support: 24/7 technical field service with national coverage throughout South Africa and Sub-Saharan country support. Includes breakdown response, servicing, and support for all generator brands.
4. Fuel Replenishment Service: 24/7 diesel refuelling service with certified HazChem drivers, bowser operators, and mobile card machines. Available for generators with Remote Monitoring option with automatic low fuel alerts.
5. Spare Parts Supply: Inventory of spare parts and essential components for generators. Partnerships with leading equipment and part manufacturers ensure genuine spare parts availability.
6. Remote Monitoring: Real-time generator monitoring from headquarters with email/SMS alerts. Standard on all New Way generators using Deep Sea PLC equipment.
7. Renewable Energy Solutions: Green energy solutions including solar panels, inverters, batteries, installations, and assessments. Products include backup power, hybrid solar, grid-tied, and solar water heating systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

New Way manufactures, sells, and rents bespoke diesel-powered generators (20kVA to 2500kVA) and provides renewable energy systems including solar, battery backup, and grid-tied solutions. The company operates from a 36,000sqm assembly facility in Johannesburg with in-house control panel manufacturing, and supports installations with 24/7 preventative maintenance, remote monitoring, diesel refuelling, and spare parts supply across South Africa and Sub-Saharan Africa.

Product overview

New Way is a comprehensive power solutions provider offering a unified portfolio of diesel generators, renewable energy systems, and related services. The core product lines include commercial diesel generators (20kVA-2500kVA) and generator rentals (15kVA-1250kVA), supplemented by New Way Renewables which provides green energy alternatives including backup power, hybrid solar systems, grid-tied solutions, and solar water heating. These products are supported by integrated services including 24/7 preventative maintenance, remote monitoring via DSEWebNet®, diesel refuelling, project management, and spare parts supply. The company also operates an in-house manufacturing facility for bespoke control panels and metal fabrication, enabling tailored solutions across the entire product range.

Differentiator

Problem solved

Functional benefit

Products and services

• Diesel Powered Generators (Commercial) Standby and Prime power rated diesel generators ranging from 20kVA to 2500kVA, available in various electrical configurations (Base Load, AMF, Synchronised) and build types (Open Set, Weatherproof, Sound Attenuated, Super Silent), with engine options from Moteurs Baudouin, John Deere, and Mitsubishi. Targeted at commercial and industrial enterprises.
• Generator Rentals Portable soundproof generator rentals ranging from 15kVA to 1250kVA, including units with dual speed operation (50/60Hz), synchronisation capabilities, and LED mobile lighting towers. Available with delivery via crane trucks, rollbacks, or trailers across Southern Africa. Targeted at construction, events, and temporary-power enterprises.
• New Way Renewables - Green Energy Solutions Full turn-key renewable energy solutions including backup power systems (1KVA-180KVA), hybrid solar systems (3KVA-180KVA), grid-tied solutions, and solar water heating. Combines solar panels, inverters, and batteries from brands such as Canadian Solar, JA Solar, Victron Energy, Pylontech, and BlueNova. Targeted at residential, commercial, and industrial customers.
• Preventative Maintenance and Technical Support Service 24/7 technical field service with national coverage throughout South Africa and Sub-Saharan country support. Includes preventative maintenance, breakdown response, and support management for any generator brand. Available on monthly support retainers for commercial customers.
• Diesel Refuelling Service 24/7 diesel refuelling service with certified HazChem drivers, bowser operators, and mobile card machines. Integrates with remote monitoring to dispatch refuelling on low-fuel alerts. Targeted at customers operating New Way and third-party generators.
• Remote Monitoring Service Real-time generator monitoring from headquarters using Deep Sea PLC equipment and the DSEWebNet web-based platform. Provides email or SMS notifications for low fuel levels, battery depletion, and other issues, with mapping, real-time instrumentation and control, event logs, and automatic system alerts. Standard on all New Way generators.
• Project Management Service Full project management from assessment, design, manufacturing, delivery, installation to commissioning of power solutions. Includes access to technical in-house resources and partner network. Targeted at enterprises needing turnkey power infrastructure deployment.
• Spare Parts Supply Inventory of spare parts and essential components for generators, supported by partnerships with leading equipment and part manufacturers to ensure genuine spare parts availability. Targeted at customers servicing New Way and other generator brands.

Quantifiable outcome

• Over 200GW of backup power installed across multiple industrial sectors
• +3 more outcomes

Named customers15 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

13 partnerships are on record, tiered core, key and supporting.

• Moteurs BaudouincoreTechnology or IntegrationStrategic engine manufacturer partnership. Baudouin-powered generators available from 20 kVA to 2500 kVA with various build options including Open Unit, Plant Room Unit Suited Sound Attenuation, Weatherproof Canopy Unit, and Sound Attenuated Canopy Unit.
• John DeerecoreTechnology or IntegrationPremium range of John Deere-powered generators between 20 kVA and 450 kVA. Strategic OEM partnership for engine supply.
• MitsubishicoreTechnology or IntegrationPremium range of Mitsubishi-powered generators between 800 kVA and 2200 kVA for larger power requirements.
• Canadian SolarkeyTechnology or IntegrationRenewable energy brand partner for solar panel supply in green energy solutions including backup power, hybrid solar, and grid-tied systems.
• JA SolarkeyTechnology or IntegrationSolar panel manufacturer partner providing components for New Way Renewables solar energy systems.
• Victron EnergykeyTechnology or IntegrationInverter and energy storage partner. Victron products used in backup power and hybrid solar installations.
• PylontechkeyTechnology or IntegrationBattery storage partner providing lithium battery solutions for backup power and hybrid solar systems.
• BlueNovakeyTechnology or IntegrationBattery partner for energy storage solutions in residential and commercial renewable energy installations.
• GrupelsupportingTechnology or IntegrationGenerator manufacturer partner providing portable soundproof generators for rental fleet.
• MHIETsupportingTechnology or IntegrationEngine manufacturer partner contributing to generator product range.
• Deep Sea ElectronicscoreTechnology or IntegrationControl module supplier using Deep Sea PLC range for generator control and monitoring. DSEWebNet platform provides real-time remote monitoring capabilities.
• ABBcoreTechnology or IntegrationSwitchgear supplier for control panels and electrical distribution equipment.
• SocometsupportingTechnology or IntegrationComponent supplier for certified electrical components used in control panels.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Aggreko: Global leader in temporary and rental power generation, including diesel generators from small to multi-MW sizes. Closest direct comparable to New Way Rentals on fleet-based generator rentals and event/site temporary power.
• Atlas Copco Power & Flow: Manufactures mobile and containerised diesel generators and runs a large rental fleet for construction and events. Highly comparable to New Way Rentals on portable rental product and service contracts.
• Barloworld (Industrial Power / CAT dealer): CAT dealer for power solutions across Southern Africa, selling and servicing Caterpillar generator sets. Most direct African incumbent competitor to New Way across prime and standby gensets and after-sales service.
• Himoinsa: Spanish generator manufacturer with broad kVA range, sound-attenuated and containerised builds, and growing presence in African markets. Closely matches New Way's product types (open/sound-attenuated/super-silent).
• Aksa Power Generation: Global diesel generator manufacturer with a wide kVA range, distribution/rental arm, and active presence in Africa. Comparable to New Way on product portfolio breadth and project-rental model.

Broad incumbents

• Kohler Power Systems: Global manufacturer of industrial generators, transfer switches, and power systems for backup and prime applications. Comparable product/market overlap with New Way's commercial standby franchise.
• Generac Power Systems: US-based standby and prime power specialist with broad generator and energy storage portfolio. Larger incumbent in standby power, partially overlapping with New Way's critical-facility focus.
• Caterpillar: Global manufacturer of diesel gensets and gas generator sets across the full kVA range via dealer network including Barloworld in Africa. Largest incumbent competing for the same mega-project deployments.
• Cummins: Global engine and power generation OEM with installed base in South Africa via dealers. Larger incumbent competing for the same enterprise projects with a stronger engine brand.
• Rolls-Royce Power Systems (MTU): Supplies MTU engines and complete power systems for mission-critical standby and prime applications. Larger incumbent engine-side supplier that competes in New Way's higher-kVA segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/newwaypowersa
• Facebookfacebook.com/newwaypower
• LinkedInlinkedin.com/company/new-way-power-pty-ltd

Compliance1 record

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&A

Investments

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

Frequently asked questions about New Way