Lorenzon
Lorenzon (Grupo Lorenzon) is a 74-year-old, family-owned Brazilian industrial services group in São Paulo state operating four business units — construction equipment rental, branded tool retail, WEG-authorized industrial maintenance, and automotive repair — across nine physical locations.
- Company typePrivate
- Founded1950
- HeadquartersItu, São Paulo, Brazil
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Lorenzon does
Lorenzon (operating commercially as Grupo Lorenzon) is a family-owned Brazilian multi-divisional industrial services company founded in 1950 by Italian immigrant Narciso Lorenzon in Itu, São Paulo. The group operates through four business units across nine physical locations in São Paulo state: (1) Equipment Rental — usage-based rental of construction equipment including aerial work platforms, breakers, compactors, concrete mixers, generators, scaffolding, light towers, chemical bathrooms, and containers; (2) Machines and Tools — retail sale of branded power and hand tools from Makita, Dewalt, Bosch, Stihl, Black & Decker, Karcher, Tramontina, Chiaperini, and Bambozzi, plus welding machines and generators; (3) Industrial Maintenance — 5-star authorized WEG technical assistance covering electric motors, generators, welding machines, automation systems, and electrical panels; and (4) Automotive Center — mechanical services, brakes, suspension, exhaust, electronic fuel injection (gasoline and diesel, including Mercedes-Benz, Volvo, Scania, Caterpillar, and GMC), automatic transmission, and INMETRO-certified GNV conversions. The group employs over 230 people across wholly-owned subsidiary entities (Ltda. companies) under Brazilian law.
Revenue mechanics span four streams: usage-based rental fees (daily/weekly equipment rental with quote-based pricing), hardware sales (branded tools and equipment at transactional pricing), professional services (WEG authorized technical assistance, automotive mechanical work), and authorized service revenue (OEM warranty work and parts resale). Go-to-market is direct and physical-store-led: rental and retail customers visit nine owned locations, while industrial maintenance is supplemented by external B2B sales teams visiting client facilities. The company relies on traditional channels — Instagram and Facebook for brand presence, a website contact form for rental quotes (3-business-day response), and walk-in traffic — with no e-commerce, marketplace, or digital self-service channels. Customer segments are fragmented across construction contractors, industrial manufacturers, individual tradespeople, and vehicle owners, with no disclosed enterprise anchor accounts.
The company carries no external funding (no PE/VC/IPO history) and remains under Lorenzon family control, now in its second generation. Its competitive position rests on regulatory certifications (INMETRO GNV homologation, WEG 5-star authorization), 74+ years of regional brand equity in Itu and the Jundiaí region, and a multi-branch distribution footprint that creates localized delivery and service capacity. Operations remain confined to São Paulo state, with no international or national footprint beyond it.
Lorenzon firmographics
Firmographics- Name
- Lorenzon
- Legal name
- Comercial Eletro Diesel Lorenzon Ltda.
- Website
- https://grupolorenzon.com.br
- Company type
- Private
- Founded year
- 1950
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lorenzon (Grupo Lorenzon) is a 74-year-old, family-owned Brazilian industrial services group in São Paulo state operating four business units — construction equipment rental, branded tool retail, WEG-authorized industrial maintenance, and automotive repair — across nine physical locations.
- Ownership category
- akta.pro rank
Lorenzon industry classification
Industry- Product category
- Industrial Equipment Rental & Maintenance Services
- NAICS
- Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Construction Machinery Manufacturing (333120), Commercial and Service Industry Machinery Manufacturing (33331)
- SIC
- Construction Machinery & Equip (3531), Construction, Mining & Materials Handling Machinery & Equip (3530), General Industrial Machinery & Equipment, Nec (3569)
- akta.pro primary industry
- Concrete & Masonry Equipment Rental/Leasing (TLABAFAC)
- akta.pro secondary industries
- Roadbuilding & Paving Equipment Rental/Leasing (TLABAFAB), Specialty Access & Scaffolding Rental/Leasing (TLABAFAL), Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)
Keywords
Where Lorenzon is headquartered
LocationHeadquarters
- HQ city
- Itu, São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices9 records
Markets served
Lorenzon business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Supply Chain, Operations, Marketing or Sales
Revenue model
- Equipment Rental (Locacao de Equipamentos): Rental of construction equipment including scaffolding, compactors, breakers, concrete mixers, concrete vibrators, elevating platforms, rollers, concrete pumping trucks, fossa cleaning trucks, chemical bathrooms and generators. Revenue generated through daily/weekly rental fees.
- Industrial Maintenance Services: Technical assistance and resale of WEG products including electric motors, generators, welding machines, air compressors, pressure washers, and electric tools. Services include maintenance, corrective and preventive maintenance for diesel and gasoline equipment.
- Automotive Services: Sales and services for injection pumps, turbines, gasoline to alcohol conversion, suspension, exhaust, brakes, auto electric, diesel and gasoline electronic injection, mechanics, sound equipment, alarms, wheels, locks, batteries and vehicle accessories.
- Machines and Tools Sales: Sales of industrial and domestic tools, water pumps, compressors, pressure washers, transformers, saws, drills, compactors, pneumatic tools, and related accessories from represented brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Equipment Rental - Quote Based |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Lorenzon product offering
Product offeringCore offering
Lorenzon is a Brazilian multi-divisional group that rents construction equipment (scaffolding, compactors, breakers, concrete mixers, aerial platforms, generators), sells machines and power tools from major brands (Makita, Dewalt, Bosch, Stihl, Karcher, Bambozzi), provides authorized 5-star WEG industrial maintenance services (electric motors, generators, welding machines), and operates an automotive center for mechanical, electronic injection, brake, suspension, and GNV conversion services. The company operates through nine physical locations across São Paulo state serving construction, industrial, automotive, and trade customer segments.
Product overview
Grupo Lorenzon is a Brazilian multi-divisional company founded in 1950 that operates through four distinct business units offering physical equipment products and services. The core offerings consist of: (1) Locação de Equipamentos (Equipment Rental) - rental of construction equipment including aerial work platforms, breakers, compactors, concrete equipment, cleaning machines, generators, scaffolding, and temporary facilities like chemical bathrooms and containers; (2) Máquinas e Ferramentas (Machines and Tools) - sale of power tools, hand tools, welding equipment, generators, garden equipment, measuring instruments, and lubricants from brands like Makita, Dewalt, Stihl, Bosch, Kärcher, and Bambozzi; (3) Manutenção Industrial (Industrial Maintenance) - technical assistance and resale of WEG products including electric motors, automation systems, electrical panels, and power generators; and (4) Centro Automotivo (Automotive Center) - mechanical services, brake systems, transmission, suspension, exhaust, electronic fuel injection (gasoline and diesel), hydraulic steering, and air conditioning. The company represents major brands including Chiaperini, Makita, Black & Decker, Stihl, Esab, Bambozzi, Tramontina, Karcher, Jacto, and Hidromar.
Differentiator
Problem solved
Functional benefit
Products and services
- Locação de Equipamentos (Equipment Rental) Rental of construction equipment including scaffolds, metal props, compactors, breakers, concrete mixers, concrete vibrators, lifting platforms, rollers, concrete pumping trucks, septic tank cleaning trucks, chemical bathrooms, and generators for civil construction projects from small renovations to large works.
- Centro Automotivo (Automotive Center) Automotive services including mechanics, brakes, automatic transmission maintenance, suspension, exhaust, gasoline electronic injection, diesel division (turbines, injectors, electronic injection), hydraulic steering, and air conditioning (maintenance, installation, cleaning), plus gasoline-to-alcohol and GNV (natural vehicle gas) conversions.
- Manutenção Industrial (Industrial Maintenance) Industrial maintenance services including technical assistance and resale of WEG products (low-voltage electric motors, automation with frequency inverters and soft-starters, electrical panels), dynamic balancing, generator groups, welding machines, pneumatic tools, air compressors, and high-pressure washers.
- Máquinas e Ferramentas (Machines and Tools Sales) Retail sales of industrial and domestic power tools, hand tools, welding equipment, generators, water pumps, compressors, pressure washers, transformers, saws, drills, compactors, pneumatic tools, and related accessories from represented brands including Makita, Dewalt, Bosch, Stihl, Black & Decker, Tramontina, Karcher, and Bambozzi.
- GNV Center (Natural Vehicle Gas Conversion) Natural vehicle gas (GNV) system maintenance, CNG conversion installation, and gasoline-to-ethanol vehicle conversions, INMETRO homologated.
Quantifiable outcome
- 74+ years of continuous operation since 1950
- +2 more outcomes
Companies that use Lorenzon
Customer profileSegments4 records
Ideal customer profiles4 records
Lorenzon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lorenzon partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- WEGcoreLorenzon Manutencao Industrial is a 5-star authorized technical assistance provider and integrated parts reseller for WEG brand products including electric motors, generators, welding machines, air compressors, pressure washers, and electric tools.
- ChiaperinicoreAuthorized reseller of Chiaperini brand tools and equipment including compressors, representing the brand in Itu and surrounding region.
- MakitacoreAuthorized reseller of Makita power tools and equipment including grinders, drills, sanders, saws, and planers.
- Black & DeckercoreAuthorized reseller of Black & Decker power tools and equipment.
- StihlcoreAuthorized reseller of Stihl products including chainsaws, brush cutters, blowers, hedge trimmers, and associated equipment.
- EsabminorAuthorized reseller of Esab welding equipment and supplies.
- BambozzicoreAuthorized reseller of Bambozzi welding machines and transformers including MIG 300 and NM 250 models.
- TramontinacoreAuthorized reseller of Tramontina hand tools including pliers, wrenches, screwdrivers, and other manual tools.
- KarchercoreAuthorized reseller of Karcher high-pressure washers and cleaning equipment.
- JactominorAuthorized reseller of Jacto agricultural and cleaning equipment including sprayers.
- HidromarminorAuthorized reseller of Hidromar equipment.
- DewaltcoreAuthorized reseller of Dewalt power tools including grinders, drills, breakers, and demolition hammers.
- BoschcoreAuthorized reseller of Bosch power tools and measuring equipment including grinders, drills, and laser levels.
- INMETROcoreGovernment regulatory body that has homologated Lorenzon for natural vehicle gas (GNV) conversion services and gasoline to alcohol vehicle conversions, providing official certification for vehicle modifications.
- Mercedes-BenzcoreLorenzon has technology and tooling for testing and repairing injection units and pressure units in Mercedes-Benz vehicle lines as part of their diesel electronic injection services.
- VolvocoreLorenzon has technology and tooling for testing and repairing injection units and pressure units in Volvo vehicle lines as part of their diesel electronic injection services.
- ScaniacoreLorenzon has technology and tooling for testing and repairing injection units and pressure units in Scania vehicle lines as part of their diesel electronic injection services.
- CaterpillarcoreLorenzon has technology and tooling for testing and repairing injection units and pressure units in Caterpillar equipment as part of their diesel electronic injection services.
- GMC (General Motors)coreLorenzon has technology and tooling for testing and repairing injection units and pressure units in GMC vehicle lines as part of their diesel electronic injection services.
Scale indicators4 records
Recent moves10 records
Expansion highlights4 records
Lorenzon competitors and assessment
Company assessmentBroad incumbents
- WEG: WEG is Brazil's largest industrial electric motor and equipment manufacturer. Lorenzon is an authorized 5-star WEG technical assistance provider; while Lorenzon operates at much smaller scale, WEG represents the broader industrial equipment ecosystem in which Lorenzon's Manutenção Industrial division competes and partners.
- United Rentals: United Rentals is the largest construction and industrial equipment rental company globally. Comparable to Lorenzon's Locadora business model and fleet composition (aerial platforms, earthmoving, tools), though at vastly greater scale and with full digital booking infrastructure.
- Gedore do Brasil: Gedore is one of Brazil's largest industrial hand tool and specialty tool manufacturers. Comparable to Lorenzon's Máquinas e Ferramentas division given overlapping industrial tool customer base; operates as a much larger manufacturer versus Lorenzon's regional distribution role.
- Sunbelt Rentals: Sunbelt Rentals (Ashtead Group) is one of the largest equipment rental companies in North America and the UK. Comparable to Lorenzon's Locadora business given overlapping fleet of aerial platforms, compaction equipment, and construction tools, serving similar contractor customers.
- Tramontina: Tramontina is a major Brazilian manufacturer of hand tools, cutlery, and industrial equipment. Lorenzon is an authorized Tramontina reseller; while Lorenzon serves as the regional channel, Tramontina represents the broader industrial tools category in which Lorenzon's Máquinas e Ferramentas division competes.
Direct peers
- A Geradora: A Geradora is one of Brazil's largest construction equipment rental companies, offering aerial platforms, generators, compressors, and industrial equipment across multiple states. Highly comparable to Lorenzon's Locadora business given overlapping fleet categories (compactors, breakers, scaffolding, platforms) and Brazilian construction customer base.
- Orguel: Orguel is a Brazilian industrial and construction equipment rental company with multi-state presence. Comparable to Lorenzon's Locadora division in fleet composition and target customer segments including construction contractors and industrial facilities.
- Casa do Construtor: Casa do Construtor is a Brazilian construction equipment rental franchise network serving small-to-medium contractors with mixers, compactors, breakers, and scaffolding. Directly comparable to Lorenzon's Locadora business model for serving SMB contractors across multiple regional branches.
- Locagyn: Locagyn is a Brazilian construction equipment rental company offering compactors, breakers, generators, and aerial platforms. Directly comparable to Lorenzon's equipment rental fleet and serves overlapping construction customer segments in Brazil.
- Mills (Mills Estruturas e Serviços): Mills is a publicly listed Brazilian equipment rental specialist, particularly strong in aerial work platforms and scaffolding. Directly comparable to Lorenzon's Locadora division given overlapping aerial platform inventory and construction customer focus; represents a much larger scaled peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lorenzon social profiles
Digital presenceLorenzon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lorenzon leadership team
Management profileNumber of profiles
Lorenzon subsidiaries and ownership
Company hierarchySubsidiaries6 records
Lorenzon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lorenzon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lorenzon
What does Lorenzon do?
Lorenzon is a Brazilian multi-divisional group that rents construction equipment (scaffolding, compactors, breakers, concrete mixers, aerial platforms, generators), sells machines and power tools from major brands (Makita, Dewalt, Bosch, Stihl, Karcher, Bambozzi), provides authorized 5-star WEG industrial maintenance services (electric motors, generators, welding machines), and operates an automotive center for mechanical, electronic injection, brake, suspension, and GNV conversion services. The company operates through nine physical locations across São Paulo state serving construction, industrial, automotive, and trade customer segments.
Is Lorenzon a public or private company?
Lorenzon is a private company. It is classified as family owned and is currently operating.
When was Lorenzon founded?
Lorenzon was founded in 1950. It employs 11 to 50 people.
Where is Lorenzon based?
Lorenzon is headquartered in Itu, São Paulo, Brazil, in the Latin America region.
How does Lorenzon make money?
Four revenue lines are on record. Equipment Rental (Locacao de Equipamentos) is the primary driver. The others are industrial Maintenance Services, automotive Services and machines and Tools Sales.
Who are Lorenzon's main competitors?
Broad incumbents on record are WEG, United Rentals, Gedore do Brasil, Sunbelt Rentals and Tramontina. Direct peers are A Geradora, Orguel, Casa do Construtor, Locagyn and Mills (Mills Estruturas e Serviços).
Does Lorenzon have an API?
No public API is recorded for Lorenzon.
What industry is Lorenzon in?
Lorenzon's product category is Industrial Equipment Rental & Maintenance Services. Its primary akta.pro industry code is TLABAFAC, Concrete & Masonry Equipment Rental/Leasing, with a secondary code of TLABAFAB, Roadbuilding & Paving Equipment Rental/Leasing. Its NAICS code is 532412 and its SIC code is 3531.