Romac

What Romac does

Romac Técnica de Máquinas e Equipamentos Ltda. is a privately held Brazilian heavy equipment dealer and distributor founded in 1986 and headquartered in Gravataí, Rio Grande do Sul. The company sells construction and earthmoving machinery — excavators, wheel loaders, backhoe loaders, motor graders, compactors, mini excavators, crawler tractors, and trucks — sourced from international OEMs under authorized-distributor agreements. Its core line-up comprises LiuGong (23 SKUs), Link-Belt (7 hydraulic excavator models), Wacker Neuson (6 compact/mini excavators), and Müller (10 rollers, backhoes, and trucks), with a supporting relationship to John Deere for parts, warranty service, and branded financing. Romac serves construction and infrastructure companies, plus secondary mining-operations customers, across southern Brazil.

The business operates a hybrid distribution model: three physical branch locations (Gravataí-RS, Biguaçu-SC, São José dos Pinhais-PR) function as points of sale and service, while an e-commerce storefront at loja.romac.com.br carries over 20,000 spare parts SKUs. Direct sales are supplemented by WhatsApp and phone-based inside sales, with mobile apps on iOS and Android extending customer touchpoints. Multi-year sales are supported by traditional financing and consórcio (consortium) plans, including John Deere's branded national consortium. A maintenance and technical-support services line completes the after-sales stack, positioning downtime-minimisation through parts availability as the principal value proposition alongside OEM-brand representation.

Romac's reported scale metrics — 3 branches, 200+ collaborators, 1,000+ machines sold over the past 15 years — describe a stable, regionally focused mid-market distributor rather than a national scaled operator. Revenue is not publicly disclosed and no funding, M&A, or leadership-change activity is on record, consistent with a long-standing private family-controlled business. Marketing activity centres on a Brazilian-Portuguese content site, an Instagram presence, email newsletter, and educational blog content targeting equipment-selection and financing decisions.

Name

Romac

Legal name

Romac Técnica de Máquinas e Equipamentos

Website

https://romac.com.br

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Romac is a privately held Brazilian heavy equipment dealer and distributor, founded 1986 and headquartered in Gravataí, that sells LiuGong, Link-Belt, Wacker Neuson, and Müller construction machinery plus parts and maintenance services to construction and infrastructure customers across southern Brazil.

Ownership category

akta.pro rank

Headquarters

HQ city

Gravataí

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of new heavy machinery including excavators, loaders, backhoes, compactors, motor graders, and mini equipment. Products are sourced from partner brands LiuGong, Link-Belt, Wacker Neuson, and Müller.
2. Parts and Components: Sale of replacement parts and components for all equipment sold. E-commerce platform offers over 20,000 SKUs for parts sales.
3. Maintenance and Support Services: Maintenance services and technical support for equipment, including the John Deere maintenance services mentioned on the site.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Romac is a Brazilian authorized dealer and distributor of heavy construction and earthmoving equipment from international brands including LiuGong, Link-Belt, Wacker Neuson, and Müller. The company sells excavators, loaders, backhoes, compactors, motor graders, mini excavators, trucks, and crawler tractors, and operates an e-commerce parts platform with over 20,000 SKUs. Romac also provides maintenance and technical support services for the equipment it distributes.

Product overview

Romac Técnica de Máquinas e Equipamentos is a Brazilian heavy machinery distributor offering a diversified portfolio of construction equipment across multiple brands including LiuGong (excavators, loaders, motor graders, mini loaders, crawler tractors, compactors), Link-Belt (hydraulic excavators), Wacker Neuson (mini excavators), and Müller (backhoe loaders, compactors, trucks). The company operates three branches in Gravataí-RS, Biguaçu-SC, and São José dos Pinhais-PR. Romac also maintains an e-commerce platform with over 20,000 spare parts SKUs and provides maintenance and support services. The product range covers the full construction equipment lifecycle including excavators (13+ models), loaders (6 models), mini excavators (10 models), compactors (8 models), backhoe loaders (2 models), motor graders (3 models), trucks (2 models), mini loaders (1 model), and crawler tractors (1 model), with over 1,000 machines sold in the past 15 years.

Differentiator

Problem solved

Functional benefit

Brands

• Romac RS: Regional brand designation for the company's Rio Grande do Sul operations

Products and services

• LiuGong Equipment Portfolio LiuGong-branded heavy construction equipment distributed by Romac in southern Brazil, including 23 product models spanning excavators (913E, 915E, 990FHD, X3E series), wheel loaders (816C, 856H, 870H MAX, 856HE), mini excavators (9027FZTS, 9035E), motor graders (4180D), mini track loaders (365B), crawler tractors (LD20D), and vibratory rollers (6612E). Sold to construction and infrastructure companies.
• Link-Belt Hydraulic Excavators Link-Belt-branded hydraulic excavators including 7 models (130 X3E, 145 X3E, 180 X3E, 210 X3E, 210 X3E Long Front, 300 X3E, and 360 X3E). Distributed by Romac to construction and infrastructure buyers in southern Brazil.
• Wacker Neuson Mini Excavators Wacker Neuson compact and mini excavators including 6 models (ET 35, ET 66, ET 75, EZ 20, EZ 28, EZ 36). Distributed by Romac for use in confined-space construction operations.
• Müller Earthmoving Equipment Müller-branded earthmoving equipment including 10 products: backhoe loaders (MR 406, MR 406 Série 2), compaction rollers (MP 721, MP 927), compactors (MC 209, MC 212, MD 04, MD 04C, MD 10), and the MDT 430 dump truck. Sold to construction and infrastructure buyers.
• Spare Parts E-commerce (Peças de Reposição) Online e-commerce platform (loja.romac.com.br) offering over 20,000 SKUs of replacement parts and components for all equipment brands sold by Romac. Available for online purchase to minimize customer equipment downtime.
• Equipment Maintenance Services (Serviços de Manutenção) Professional maintenance and technical support services for the heavy equipment distributed by Romac, provided by trained technicians. Includes John Deere maintenance services referenced on the site.

Quantifiable outcome

• Over 1,000 machines sold in the last 15 years
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• LiuGongcoreChannel Partner/ Reseller/ DistributorLiuGong is a major Chinese heavy equipment manufacturer whose products (excavators, loaders, compactors, motor graders) are distributed by Romac in southern Brazil. Romac offers 23 LiuGong products including excavators, loaders, mini excavators, and motor graders.
• Link-BeltcoreChannel Partner/ Reseller/ DistributorLink-Belt is an American excavator manufacturer whose products are distributed by Romac in southern Brazil. Romac offers 7 Link-Belt products including 130 X3E, 145 X3E, 180 X3E, 210 X3E, 210 X3E Long Front, 300 X3E, and 360 X3E excavators.
• Wacker NeusoncoreChannel Partner/ Reseller/ DistributorWacker Neuson is a German-American compact equipment manufacturer whose mini excavators and other compact equipment are distributed by Romac. Romac offers 6 Wacker Neuson products including ET and EZ series mini excavators.
• MüllercoreChannel Partner/ Reseller/ DistributorMüller is a manufacturer of compactors, backhoes, and trucks whose products are distributed by Romac. Romac offers 10 Müller products including rollers, backhoes, and trucks.
• John DeereminorChannel Partner/ Reseller/ DistributorJohn Deere equipment and services are promoted on the Romac website including warranty information, John Deere Collection merchandise, maintenance services, and National Consortium (Consórcio Nacional John Deere) financing options. Parts sales mention John Deere original parts.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Caterpillar: Caterpillar is the global incumbent in construction equipment manufacturing. Romac is an indirect peer via its distribution relationship — Caterpillar's brand, dealer network strategy, and product roadmap directly shape Romac's competitive environment.
• John Deere Construction & Forestry: John Deere is a major global construction and forestry equipment manufacturer with an established Brazilian dealer footprint. John Deere competes broadly with Romac's portfolio and is also a partner (consortium financing, parts) on Romac's site.

Others

• LiuGong: LiuGong is a Chinese construction equipment OEM and Romac's largest brand partner (23 SKUs). Not a direct competitor but a critical supplier whose dealer allocation decisions and direct-market-entry strategy materially affect Romac's product portfolio.
• Wacker Neuson: Wacker Neuson is a German-American compact equipment manufacturer. Romac distributes its mini excavators in southern Brazil; the manufacturer's broader dealer and distribution strategy in Latin America shapes Romac's competitive positioning.
• Link-Belt Construction Equipment: Link-Belt is an American excavator manufacturer whose hydraulic excavators are distributed by Romac in southern Brazil. Link-Belt's territory and pricing decisions directly affect Romac's premium excavator offering.
• Mills Estruturas e Serviços de Engenharia: Mills is a Brazilian equipment rental and services company focused on access equipment and formwork. While its primary model is rental rather than sales, Mills competes with Romac for the same construction-customer wallet and operates a national service footprint.

Direct peers

• Tracbel: Tracbel is the authorized Volvo Construction Equipment dealer in Brazil, operating a multi-state branch network with new equipment sales, parts, and service — directly comparable to Romac's dealer model in southern Brazil.
• Brasif: Brasif is a Brazilian heavy equipment dealer distributing multiple international brands (including Manitou) with parts, service, and financing. It competes with Romac in selling imported construction and material handling equipment to Brazilian contractors.
• Sotreq: Sotreq is the authorized Caterpillar dealer across Brazil and is Romac's most direct peer — both sell and service heavy construction equipment through multi-branch networks, with strong parts and aftermarket offerings to construction and infrastructure customers.
• Brumaq: Brumaq is the authorized JCB dealer in Brazil, selling excavators, backhoes, and telehandlers with branch presence and parts/service support. Like Romac, it serves construction and infrastructure customers with a single-brand-authorized dealer model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/romac
• Facebookfacebook.com/Romac.com.br
• LinkedInlinkedin.com/company/romac-t-cnica-de-maquinas-e-equipamentos-ltda-

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 Romac