Motion Tronic
Motion Tronic is a South African industrial automation specialist founded in 2003 that repairs servo motors, variable speed drives, and electronics, and serves as the sole African agent for Baumüller, Inovance, and Microsonic across manufacturing, packaging, and process industries.
- Company typePrivate
- Founded2003
- HeadquartersNew Germany, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Motion Tronic does
Motion Tronic is a South African industrial automation specialist founded in 2003 and headquartered in New Germany, KwaZulu-Natal. The company operates four divisions: projects, technical support, repairs, and product agencies, delivering servo motor and variable speed drive repairs, electronics and component-level PCB repairs, retrofit and modernisation services, and 24/7 on-site troubleshooting across South Africa and the broader African continent. Its repair infrastructure includes proprietary and imported diagnostic assets, notably the only dyno unit in South Africa for electrically load-testing VSDs, imported German motor winding analysers, encoder alignment technology, and an in-house Ke factor test bench.
The business model combines fee-for-service repair and retrofit work (quote-based, with a 12-month warranty on servo motor repairs) with exclusive product distribution revenues through sole-agency rights across Africa for three automation brands: Baumüller (drive systems and control technology), Inovance (VSDs, servo drives, PLCs, HMIs), and Microsonic (ultrasonic sensors). GTM is enterprise field sales led by technical sales engineers engaging plant managers, control engineers, and maintenance decision-makers, supplemented by agency channel partnerships. Pricing is not publicly disclosed and is project-driven.
Customers span manufacturing and process industries including food and beverage, paper and packaging, plastics, aluminium and metal fabrication, automotive components, mining, and bottling, with named enterprise customers such as Hulamin, Feltex Non-Woven, VDM Control Solution, and Bidvest-owned Silveray Stationery Company. The company is privately held, founder-led (Director Bradley Douglas), and operates with a lean ~11-employee headcount while supporting 24/7 worldwide on-site deployment.
Motion Tronic firmographics
Firmographics- Name
- Motion Tronic
- Legal name
- Motion Tronic
- Website
- https://motiontronic.co.za
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Motion Tronic is a South African industrial automation specialist founded in 2003 that repairs servo motors, variable speed drives, and electronics, and serves as the sole African agent for Baumüller, Inovance, and Microsonic across manufacturing, packaging, and process industries.
- Ownership category
- akta.pro rank
Motion Tronic industry classification
Industry- Product category
- Industrial Automation Services
- NAICS
- Electronic and Precision Equipment Repair and Maintenance (811210)
- SIC
- Special Industry Machinery, Nec (3559)
- akta.pro primary industry
- Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)
- akta.pro secondary industry
- Motion Control Components (Servos, Drives, Motors, Encoders) (IMAHAHAG)
Keywords
Where Motion Tronic is headquartered
LocationHeadquarters
- HQ city
- New Germany
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
Motion Tronic business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Servo Motor Repairs and Refurbishment: Core revenue stream involving complete service and repair on all servo motor brands including back EMF checks, bearing service, housing machining, encoder checking, replacement and digital alignment. All repairs carry a 12-month warranty.
- Electronics Repairs: Electronics repairs on servo drives, standard VSDs, PLCs, I/O cards, power supplies, and component-level PCB repairs including SMD. Repairs include comprehensive testing after completion.
- Product Agency Sales (Baumüller, Inovance, Microsonic): Revenue from distributing automation products as sole agents in Africa for Baumüller (drive systems, control technology, software), Inovance (variable speed drives, servo drives, PLCs, HMIs), and Microsonic (ultrasonic sensors). Products include VSDs, servo drives, PLCs, HMIs, and sensors.
- Retrofit Solutions: Modernization of outdated or obsolete drive systems with cutting-edge drive and PLC solutions as an economical alternative to complete replacement.
- Industrial Servicing and Maintenance: Servicing of industrial automation systems with priority rates available for certain offerings. Includes preventative maintenance programs, system audits, and inventory management recommendations.
- On-Site Troubleshooting and Technical Support: 24/7 on-site technical assistance with advanced product and application support. Skilled technicians travel worldwide to assess and repair faulty drive systems or servo motors.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Motion Tronic product offering
Product offeringCore offering
Motion Tronic is a South African industrial automation services and distribution company that provides repair, retrofit, and on-site troubleshooting for servo motors, variable speed drives (VSDs), PLCs, I/O cards, and component-level PCBs across all major brands. The company is the sole African agent for three leading automation brands — Baumüller (drive systems and control technology), Inovance (VSDs, servo drives, PLCs, HMIs), and Microsonic (ultrasonic sensors) — and operates South Africa's only dyno unit for electrically load testing VSDs and motors.
Product overview
Motion Tronic is an industrial automation company established in 2003, operating as a service and solutions provider with four divisions: projects, technical support, repairs, and agencies. As sole agents in Africa for Baumüller, Inovance, and Microsonic, the company offers servo motor repairs, electronic repairs, retrofits, and on-site troubleshooting services. The company specialises in repairing all servo motor brands and industrial electronic automation products including variable speed drives, servo drive systems, PLC option cards, and dedicated PCB card systems. Their testing capabilities include a unique dyno unit for load testing VSDs and motors in South Africa. The product portfolio spans from agency brands (Baumüller drive systems and servo motors, Inovance variable speed drives/servo drives/PLCs/HMIs, Microsonic ultrasonic sensors) to specific models like the Baumüller B Maxx 4000, Inovance SV660N servo drive, Inovance MD800 multidrive, and Microsonic LPC+ sensors.
Differentiator
Problem solved
Functional benefit
Products and services
- Servo Motor Repairs
Quantifiable outcome
- Servo motor repairs typically completed in days rather than weeks or months required for replacements
- +3 more outcomes
Companies that use Motion Tronic
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
Motion Tronic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature7 records
Motion Tronic partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Silveray Stationery CompanyminorMotion Tronic partnered with Silveray Stationery Company (a Bidvest Group subsidiary) to upgrade their booklet production system's mechanical equipment with enhanced electronics using Inovance brand components including servo motors, PLCs, HMIs, and VFDs. The project included electrical design, mechanical integration, and custom software and HMI graphics development.
- BaumüllercoreMotion Tronic is the sole agent in Africa for Baumüller, a leading manufacturer and supplier of innovative automation and electric drive systems. The partnership covers drive systems, control technology, and software solutions including the B Maxx 4000 drive series and DST2 servo motors.
- InovancecoreMotion Tronic is the sole agent in Africa for Inovance, a global technology company specializing in industrial automation and drive technology. The partnership covers variable speed drives, servo drives, PLCs, and HMIs including the SV660N servo solution and MD520 VSD.
- MicrosoniccoreMotion Tronic is the sole agent in Africa for Microsonic, a renowned specialist in ultrasonic sensor technology. The partnership covers ultrasonic sensors for object detection, distance measurement, and level control across various industries including automotive, food and beverage, agriculture, and logistics.
- Inovance Technology EuropecorePartnership with Inovance Technology Europe for the release of the MD800 compact AC multidrive specifically designed for South African OEMs. Inovance provides industrial automation products while Motion Tronic serves as exclusive African distribution and integration partner.
- Baumüller (Technology Provider)coreBaumüller provides industrial automation technology including drive systems, control technology, and software solutions. Motion Tronic distributes these products and provides associated technical support, maintenance, and repair services as sole African agents.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Motion Tronic competitors and assessment
Company assessmentBroad incumbents
- Siemens: Large industrial automation incumbent with extensive motion control (Sinamics, Simotion) and factory-authorised service — overlaps with Motion Tronic's retrofit and repair offerings across an installed-base footprint.
- Schneider Electric: Global industrial automation and motion-control incumbent (Altivar drives, Lexium servos) with an extensive authorised service network — adjacent competitor to Motion Tronic in distribution and MRO services.
- Rockwell Automation: Industrial automation incumbent offering drives, motion control, and lifecycle services — competes with Motion Tronic on larger plant-wide retrofits and authorised-service economics.
- ABB: Broad industrial automation incumbent (drives, motors, robotics) whose global service network competes with independent repair shops like Motion Tronic and whose own drives compete with Baumüller/Inovance products.
Direct peers
- Baumüller: German motion-control and drive-system manufacturer whose products (B Maxx series, DST2 servos) Motion Tronic distributes exclusively in Africa. Closely comparable on motion control electronics and servo motors; also functions as a principal supplier/partner.
- Yaskawa Electric: Global servo motors and motion control specialist (Sigma series, drives) — a direct comparable to Motion Tronic's core competency in servo repair and motion-control distribution.
- FANUC: Servo motors, CNC, and motion control manufacturer with a strong industrial service network — competes with Motion Tronic's repair and drive-retrofit offering on installed-base equipment.
- Inovance: Chinese global automation vendor (VSDs, servo drives, PLCs, HMIs) whose African distribution Motion Tronic runs. Directly comparable product portfolio in variable speed drives and servos and is also a principal partner.
- TMEIC: Industrial drives, motors, and automation systems maker focused on heavy industrial applications — overlaps with Motion Tronic's servo and VSD repair services and agency-style distribution model.
Regional players
- ElectroMechanica: South African industrial automation and electrical components distributor with overlapping product lines (drives, sensors, controls) — most relevant regional peer given shared South African customer base and channel model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Motion Tronic social profiles
Digital presenceMotion Tronic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motion Tronic leadership team
Management profileNumber of profiles
Profiles4 records
Motion Tronic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motion Tronic 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 Motion Tronic
What does Motion Tronic do?
Motion Tronic is a South African industrial automation services and distribution company that provides repair, retrofit, and on-site troubleshooting for servo motors, variable speed drives (VSDs), PLCs, I/O cards, and component-level PCBs across all major brands. The company is the sole African agent for three leading automation brands — Baumüller (drive systems and control technology), Inovance (VSDs, servo drives, PLCs, HMIs), and Microsonic (ultrasonic sensors) — and operates South Africa's only dyno unit for electrically load testing VSDs and motors.
Is Motion Tronic a public or private company?
Motion Tronic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Motion Tronic founded?
Motion Tronic was founded in 2003. It employs 11 to 50 people.
Where is Motion Tronic based?
Motion Tronic is headquartered in New Germany, South Africa, in the Africa region.
How does Motion Tronic make money?
Six revenue lines are on record. Servo Motor Repairs and Refurbishment is the primary driver. The others are electronics Repairs, product Agency Sales (Baumüller, Inovance, Microsonic), retrofit Solutions, industrial Servicing and Maintenance and on-Site Troubleshooting and Technical Support.
Who are Motion Tronic's main competitors?
Broad incumbents on record are Siemens, Schneider Electric, Rockwell Automation and ABB. Direct peers are Baumüller, Yaskawa Electric, FANUC, Inovance and TMEIC. ElectroMechanica is listed as a regional player.
Does Motion Tronic have an API?
No public API is recorded for Motion Tronic.
What industry is Motion Tronic in?
Motion Tronic's product category is Industrial Automation Services. Its primary akta.pro industry code is IMAGABAG, Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers), with a secondary code of IMAHAHAG, Motion Control Components (Servos, Drives, Motors, Encoders). Its NAICS code is 811210 and its SIC code is 3559.