JCB Broadcrown

What JCB Broadcrown does

JCB Broadcrown (trading as Broadcrown Power Engineering) is a UK-based industrial services firm specializing in the maintenance, servicing, and turn-key installation of backup power generators and uninterruptible power supply (UPS) systems. Founded in 1984 and operating as a division of Greenshields JCB Limited, the company has built roughly four decades of experience supporting any make, model, and size of generator for customers across multiple UK industries and public-sector-adjacent infrastructure. Service lines span recurring maintenance contracts (Asset Care fixed service agreements), one-off servicing, 24/7/365 emergency call-outs, load bank testing, contingency planning with temporary generator installation, fuel management, and full system design through commissioning. Operational coverage extends across the UK with physical presence in Staffordshire (main office, Marchington), Hemel Hempstead, Barking, and project delivery throughout London, with an online parts shop serving UK-wide delivery of generator parts and consumables.

The core technology stack is mechanical, electrical, and operational engineering for diesel/gas generator systems rather than software. Revenue is generated through four streams: subscription-style recurring maintenance contracts (Asset Care), one-off parts and consumables sales (including e-commerce), professional services for design and installation of generator systems, and on-demand emergency call-out services. Pricing is opaque, quote-based, and oriented toward multi-year service contracts and project-based turn-key installations. The go-to-market motion is sales-led, with customer acquisition flowing through the company website, phone enquiry, SEO, and direct enterprise engagement for larger installation projects.

The customer base is described horizontally — serving "any business and any industry" — with no named enterprise logos disclosed in the available material. Switching costs for customers arise primarily from the criticality of backup power reliability and the embedded nature of long-term service agreements. SafeContractor certification and a multi-decade UK reputation form the primary intangible assets supporting buyer trust. The company is privately held within the Greenshields JCB group, with no outside funding, no acquisitions disclosed, and no public market presence.

Name

JCB Broadcrown

Legal name

Greenshields JCB Limited

Website

https://broadcrown.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

Broadcrown Power Engineering is a UK industrial services firm, a division of Greenshields JCB Limited, that provides maintenance, emergency call-out, turn-key installation, and parts supply for backup generators and UPS systems across multiple industries nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Stafford

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Maintenance Services: Recurring maintenance and servicing contracts for generators and UPS systems. Includes one-off servicing and fixed service agreements (Asset Care) providing 24/7 cover.
2. Parts and Consumables Sales: Sale of generator parts and consumables for all makes of generators with UK-wide delivery. Online shop available for purchasing parts.
3. System Design and Installation: Turn-key installation services including design, transport, offloading, electrical and mechanical installation, and commissioning of generator systems.
4. Emergency Call-out Services: 24/7 emergency response services for generator failures and urgent power needs, available 365 days a year.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Broadcrown Power Engineering (trading as JCB Broadcrown) is a UK-based division of Greenshields JCB Limited that supplies and maintains generators, power systems and UPS equipment for commercial and industrial customers. The company delivers generator and UPS servicing under one-off or fixed service contracts (Asset Care), turn-key system design and installation, 24/7/365 emergency call-outs, generator parts and consumables sales, load bank testing, contingency planning and fuel management.

Product overview

Broadcrown Power Engineering offers a comprehensive suite of power generation services as a division of Greenshields JCB Limited. The core offering centers on Generator & UPS Servicing—available as one-off visits or under the Asset Care fixed service agreement—and extends to turn-key System Design installations. Supporting services include Emergency Call-outs (24/7/365), Generator Parts (with UK-wide online shop), Loadbank Testing, Contingency Planning for temporary generators, and Fuel Management. The company services all makes, models, and sizes of generators with nearly 40 years of industry experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Generator & UPS Servicing
• Asset Care Dedicated fixed service agreement providing 24/7 cover for total peace of mind, including complete maintenance and service package for generators.
• Emergency Call-outs 24/7 emergency assistance available 365 days a year for immediate generator support and repairs.
• Generator Parts Parts and consumables for all makes of generator available for UK-wide delivery through online shop.
• Loadbank Testing Load bank testing service to ensure generator equipment performs as expected in emergency situations.
• Contingency Planning Emergency planning services including temporary generator installation on site for disaster recovery situations.
• System Design Design and installation of reliable power systems including turn-key installations, covering transport, offloading, electrical and mechanical installation, and commissioning.
• Fuel Management Fuel management service ensuring fuel protects the efficiency, reliability and longevity of power generators.

Quantifiable outcome

• 30+ years of experience in the critical power generation industry

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Riello UPS: Manufacturer and service provider of UPS systems with a UK service network. Comparable on UPS maintenance, emergency response, and installation services for commercial and industrial customers.
• Aggreko: Global provider of temporary and permanent power solutions, including generator rental, installation, and service. Most directly comparable peer given the overlap in turn-key installation, 24/7 service, and contingency/temporary generator offerings.
• Clarke Energy: UK-headquartered distributor and service provider for gas engine and generator systems (Innogy/Jenbacher, Caterpillar gas). Comparable on installation, service, and turn-key project delivery, though tilted more toward gas engine solutions.
• Power Electrics: UK generator specialist covering sales, hire, service, and parts for diesel and gas generator systems. Closely comparable on service-led B2B model, multi-region UK coverage, and recurring maintenance contracts.
• Shenton Group: UK-based independent provider of generator and UPS sales, hire, installation, and maintenance. Direct peer in the UK critical power services market, serving the same mid-market and enterprise customer base with similar multi-vendor capabilities.
• CPS (Critical Power Supplies): UK specialist in UPS and critical power solutions, including design, installation, and maintenance. Direct peer for the UPS portion of Broadcrown's offering, competing for the same data centre and enterprise resilience spend.

Broad incumbents

• Cummins Power Generation: Global OEM with a substantial UK service network for diesel and gas generator systems. Competes for the same UK maintenance and installation contracts, with the advantage of OEM parts and warranty tie-ins.
• Kohler Power Systems: Global manufacturer and service provider of generator and power systems with a UK service presence. Competes with Broadcrown on service contracts, parts supply, and turn-key installations, particularly for data centre and healthcare customers.
• Caterpillar Marine Power UK: UK division of Caterpillar providing generator and marine power service. Competes in the same UK critical power service market with the backing of a global OEM, particularly for large industrial and infrastructure customers.
• Finning UK & Ireland: Caterpillar dealer providing Cat generator sales, service, and power solutions across the UK and Ireland. Larger, OEM-tied incumbent offering comparable maintenance, installation, and emergency response services for premium enterprise customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1036225

Compliance1 record

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 JCB Broadcrown