What Automatic Electric does

Automatic Electric is a privately held Brazilian industrial electrical solutions distributor and service provider, founded in 1983 by Gunter Knolseisen in Luzerna, Santa Catarina. The company distributes products from five anchor brands — WEG (motors, drives, controls), Transtecno (gear reducers, BLDC motor units), Martin (power transmission and conveyor components), Novus (process controllers and indicators), and Sulzer (submersible pumps) — alongside a general electrical materials catalog. It operates more than nine branches spanning Santa Catarina, Paraná, and Rio Grande do Sul, with announced new units in Chapecó (2024) and Campo Largo (2025).

Beyond distribution, Automatic Electric runs an in-house engineering practice covering electrical panels, motor control centers (CCMs), medium-voltage cubicles, substations, grounding and lightning protection (SPDA), industrial lighting, generator sets, and automation systems. Its Technical Maintenance Center provides transformer and motor repair (including explosion-proof units for classified areas), dynamic balancing, field commissioning, vibration measurement, and ultrasonic predictive inspection. ISO 9001 certification underpins operations.

The business model combines hardware resale with professional services on a quote-based pricing structure; customers engage via the website, WhatsApp, branch offices, or trade-show contacts. Revenue streams span electrical materials distribution (hardware sales) and engineering/maintenance/technical-assistance services (professional services). The customer base is primarily Brazilian industrial operators across energy, manufacturing, materials handling, and pulp-and-fiber-related sectors, with notable project exposure such as the Puma I and Puma II maintenance engagement in Ortigueira (PR).

Name

Automatic Electric

Legal name

Automatic Electric

Website

https://automatic.com.br

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Automatic Electric, founded in 1983 in Brazil, distributes industrial electrical products from WEG, Transtecno, Martin, Novus, and Sulzer across 9+ branches in Southern Brazil. It also provides engineering, panel fabrication, and predictive maintenance services to industrial customers.

Ownership category

akta.pro rank

Product category

Industrial Electrical Distribution

NAICS

Switchgear and Switchboard Apparatus Manufacturing (335313), Relay and Industrial Control Manufacturing (335314), Motor and Generator Manufacturing (335312), Power, Distribution, and Specialty Transformer Manufacturing (335311)

SIC

Electrical Industrial Apparatus (3620), Switchgear & Switchboard Apparatus (3613), Power, Distribution & Specialty Transformers (3612), Motors & Generators (3621)

akta.pro primary industry

Industrial Control Cabinets & Power Distribution (Panels, Switchgear for Automation) (IMAHAHAK)

akta.pro secondary industry

DC-AC Inverters (Industrial inverters, standalone/embedded) (IMAGADAC)

Keywords

• Industrial electrical distribution
• Electrical engineering services
• Industrial automation solutions
• Power transmission equipment
• Industrial maintenance services

Headquarters

HQ city

Luzerna

HQ country

Brazil

HQ region

Latin America

Offices12 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electrical Materials Distribution: Distribution of electrical materials and components from partner brands including WEG, Transtecno, Martin, Novus, and Sulzer. Products include motors, drives, motor reducers, power transmission components, controllers, and submersible pumps.
2. Engineering and Project Services: Design and implementation of electrical panels, CCMs, medium voltage cubicles, electrical installations, substations, grounding, lightning protection, industrial lighting, generators, and automation systems.
3. Technical Maintenance Services: Comprehensive maintenance services including transformer repair, motor repair, field maintenance, commissioning, predictive maintenance using ultrasonic inspection, and vibration measurement.
4. Technical Assistance: Technical support and assistance services for installed equipment and systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Automatic Electric distributes industrial electrical materials from premium brands (WEG, Transtecno, Martin, Novus, Sulzer) — including motors, variable frequency drives, soft starters, motor reducers, power transmission components, process controllers, and submersible pumps — and complements product distribution with in-house electrical engineering services (panels, CCMs, medium voltage cubicles, substations, automation systems, grounding, lightning protection, industrial lighting, generators) and a Technical Maintenance Center covering transformer and motor repair, dynamic balancing, vibration measurement, and ultrasonic predictive maintenance.

Product overview

Automatic Electric is a distributor and service provider for industrial electrical solutions, operating as a multi-brand platform that combines product sales with engineering services. The core offering centers on WEG products (motors, drives, controls) supplemented by complementary brands: Transtecno gear reducers, Martin power transmission and conveyor components, Novus process controllers, and Sulzer pumps. Products are organized into electrical materials, WEG motors (three-phase industrial motors, brake motors, special motors), WEG drives (inverters, soft starters, servo systems), WEG controls (contactors, protection devices, signaling), motor reducers, power transmission components, process controllers, and submersible pumps. The company also provides engineering services (electrical design, substations, automation, installations) and a technical maintenance center, creating a comprehensive solution for industrial electrical needs.

Differentiator

Problem solved

Functional benefit

Products and services

• WEG MOTORES Distributed line of three-phase industrial motors, single-phase motors, brake motors, and special motors for mining, washdown, and explosive atmospheres, with efficiency classes IR2, IR3, IR4, IR5, sold to industrial customers.
• WEG DRIVES Distributed line of variable frequency inverters (CFW100, CFW300, CFW500, CFW700, CFW11, CFW501 HVAC, CFW701 HVAC), soft starters (SSW05, SSW06, SSW07, SSW08, SSW900), DC/AC converters, PLCs and process controllers, and servo drives for industrial motor control.
• WEG CONTROLS Distributed line of motor starters and protection devices (contactors, motor circuit breakers, thermal and electronic overload relays, timers, monitoring relays), command and signaling devices, circuit protection (fuses, disconnect switches, molded case circuit breakers), and terminals, plugs, and sockets for industrial electrical control.
• MOTORREDUTORES TRANSTECNO Distributed line of Transtecno motor reducers including ALU AC series (worm gear reducers, gear reducers, orthogonal axis reducers), IRON AC series, DC aluminum motor reducers, and Brushless DC (BLDC) motor reducers and motors with drives for industrial power transmission.
• MARTIN — TRANSMISSÃO DE POTÊNCIA (Power Transmission) Distributed line of Martin power transmission components including sprockets, pulleys, bushings, couplings, gears, and timing belt pulleys for industrial machinery applications.
• MARTIN — TRANSPORTADORES, TAMBORES E ROLETES (Conveyors, Drums and Rollers) Distributed line of Martin conveyor components including screw conveyors, shaftless conveyors, bucket elevators, chain conveyors, conveyor drums, and rollers for material handling systems.
• NOVUS — CONTROLADORES E INDICAÇÃO DE PROCESSOS (Process Controllers and Indicators) Distributed line of Novus process controllers and indicators including temperature controllers, universal controllers, process indicators, counters, timers, power controller modules, and solid-state relays (SSR) for industrial process automation and control.
• SULZER — BOMBAS SUBMERSÍVEIS E DRENAGEM (Submersible and Drainage Pumps) Distributed line of Sulzer submersible pumps and drainage products including ABS Robusta submersible pumps, ABS UNI drainage pumps, ABS Jumbo pumps, ABS Piranha grinder pumps, ABS Scavenger EJ, and portable lift stations for water management applications.
• MATERIAIS ELÉTRICOS (Electrical Materials) Distributed catalogue of general electrical materials including wires and cables, terminals and electrical connectors, cable trays, supports, conduits and accessories, lighting fixtures, lamps and ballasts, and control panels for industrial electrical installations.
• Engineering Services In-house electrical engineering services covering design and implementation of electrical panels, CCMs (Motor Control Centers) and medium voltage cubicles, industrial electrical installations, medium and high voltage substations, grounding and lightning protection systems (SPDA), industrial lighting, generators, protection system analysis, and complete automation systems for industrial customers.
• Technical Maintenance Center In-house technical maintenance center offering dynamic balancing in two symmetry planes for rotors, shafts and turbines; repair and recovery of transformers, AC/DC motors, servo motors, WMagnet motors and generators; field assembly, maintenance, commissioning and start-up of power transformers; review, repair and recovery of motors for classified areas (explosion-proof 'd' and 't'); vibration measurement; and predictive maintenance using ultrasonic inspection for industrial electrical equipment.

Quantifiable outcome

• 130+ Motor Control Centers (CCMs) maintained in single project
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core.

• Fundação CETEPIcoreStrategic or Co-development Partner · 1 January 1999Technology and innovation foundation created by Gunter Knolseisen in 1999 to promote innovation and technological training in the region. Automatic works with CETEPI for technology development.
• WEG (WEG MOTORES, WEG DRIVES, WEG CONTROLS)coreChannel Partner/ Reseller/ DistributorAutomatic Electric distributes WEG products including industrial motors (W22 series, W50, HGF, Magnet), motor drives (CFW series inverters, SSW soft starters), servo drives, PLCs, contactors, circuit breakers, terminal blocks, capacitors, and residential electrical components (Refinatto, Composé, Klin lines).
• TranstecnocoreChannel Partner/ Reseller/ DistributorDistribution of Transtecno motor reducers including ALU AC series (worm gear reducers, gear reducers, orthogonal axis reducers), IRON AC series, DC aluminum motor reducers, and brushless DC motor reducers.
• MartincoreChannel Partner/ Reseller/ DistributorDistribution of Martin power transmission products (sprockets, pulleys, bushings, couplings, gears, timing belt pulleys) and conveyor/transport products (helical conveyors, bucket elevators, rollers, conveyor drums).
• NovuscoreChannel Partner/ Reseller/ DistributorDistribution of Novus process controllers and indicators including temperature controllers, universal controllers, process indicators, counters, timers, power controller modules, and solid state relays (SSR).
• SulzercoreChannel Partner/ Reseller/ DistributorDistribution of Sulzer submersible pumps and drainage products including ABS Robusta submersible pumps, ABS UNI drainage pumps, ABS Jumbo pumps, ABS Piranha grinder pumps, ABS Scavenger EJ, and portable lift stations.
• FIESC (Federação das Indústrias de SC)coreStrategic or Co-development PartnerStrong partnership with FIESC system. Founder Gunter Knolseisen served 18 years in the FIESC system and was instrumental in founding Sindimec. FIESC awarded the company founder with the Order of Industrial Merit.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• ABB (Brasil): Multinational electrification, motion, and automation incumbent with Brazilian operations. Competes with Automatic Electric in industrial motors, drives, switchgear, and electrical engineering services across industrial customers in southern Brazil.
• Schneider Electric (Brasil): Global electrical equipment, automation, and energy management incumbent with Brazilian operations. Overlaps with Automatic Electric in switchgear, motor control, industrial automation, and electrical distribution — but operates at much broader scale and with deeper digital commerce infrastructure.
• WEG: Brazil's largest industrial electric-motor manufacturer and the anchor supplier of Automatic Electric's distribution portfolio. While Automatic Electric is a Core WEG distributor, WEG also sells direct and through competing distributors, making it both partner and indirect competitor across the same product categories (motors, drives, controls).
• Siemens (Brasil): Global industrial automation, electrification, and digital industries incumbent with Brazilian operations. Overlaps with Automatic Electric across automation systems, motor control, drives, and electrical distribution for industrial customers.
• Eaton (Brasil): Multinational power management company with Brazilian operations. Competes with Automatic Electric in switchgear, motor protection, power distribution, and industrial control products through both direct and channel sales.

Regional players

• Curimbaba Group: Brazilian industrial group active in electrical equipment, metallurgy, and related industrial solutions. Comparable as a Brazilian-rooted industrial electrical solutions provider competing for similar industrial customers in southern Brazil.
• Engelhart Group: Brazilian industrial solutions provider with operations in electrical engineering, maintenance, and industrial services. Comparable to Automatic Electric in combining distribution, engineering, and technical maintenance capabilities for industrial customers in southern Brazil.

Direct peers

• Rexel (Brasil): Global B2B electrical distribution specialist with Brazilian operations. Most directly comparable peer: a multi-brand electrical materials and solutions distributor serving industrial customers through a branch-based, quote-driven sales model — closely aligned with Automatic Electric's distribution-led approach.
• Comercial Elétrica Materiais Elétricos: Brazilian regional electrical materials distributor serving industrial and contractor customers with multi-brand product portfolios. Comparable to Automatic Electric in distribution-led B2B electrical materials sales across Brazilian regional markets.
• Sonepar (Brasil): Global B2B electrical distribution leader with Brazilian operations. Competes with Automatic Electric as a multi-brand distributor serving industrial customers with electrical materials, automation, and lighting products across regional branches.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AutomaticElectricLTDA
• LinkedInlinkedin.com/company/automaticelectric

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&A

Investments

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

Frequently asked questions about Automatic Electric