Marathon Electric

What Marathon Electric does

Marathon Electric, headquartered in Wausau, Wisconsin, manufactures AC and DC electric motors and generators for industrial and commercial equipment makers worldwide. Founded in 1913, the company offers a comprehensive product portfolio spanning NEMA and IEC general-purpose motors, severe-duty and explosion-proof motors, variable-speed/inverter-duty motors, farm/agriculture and pump motors, medium voltage motors, DC motors, and AC drives. Its generator line covers 4.5 kW to 4000 kW across brands such as MagnaPlus, MagnaMax, MagnaPower, DataMAX, Harsh Duty, Mariner, LIMA MAC, Pancake, and Irrigator Duty, serving applications from standby and prime power to data centers, marine, mining, and irrigation. Underlying technologies include the MAX GUARD Class H insulation system, Unirotor die-cast rotor construction, PMG excitation, the patented DVR2400 digital voltage regulator, vacuum pressure impregnation, and brushless excitation systems; products comply with UL, CSA, CE, IEEE-841, EISA 2007, NEMA Premium, ABS, Lloyd's Register, and DNV GL certifications.

The company operates manufacturing facilities in Wausau, West Plains (MO), Lebanon (MO), Lima (OH), Monterrey, Mexico (250,000 sq ft, opened 2019), and Wuxi, China, supplemented by wholly-owned distribution subsidiaries in Canada, India, Malaysia (covering Southeast Asia), Australia, and New Zealand. Marathon Electric has been a wholly-owned subsidiary of Brazil-based WEG since May 2024; prior to that it was owned by Regal Beloit from 1997. The company employs approximately 5,000 associates across three continents.

Marathon Electric sells primarily through B2B channels: national industrial distributors (Motion Industries, Grainger, Applied Industrial Technologies, BDI, Johnston Supply) handle volume distribution, while direct sales offices and a quote-based sales process serve OEM and distributor customers with custom configurations. Pricing is largely quote-based for motors and generators, with some AC drives and accessories publicly listed between $30 and $1,431. The customer base spans industrial manufacturing, harsh environments, hazardous locations, agriculture, water/pump systems, and critical infrastructure backup power, with revenue diversified across multiple industries and geographies rather than concentrated in any single named account.

Name

Marathon Electric

Legal name

Marathon Electric LLC

Website

https://marathonelectric.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Marathon Electric, founded in 1913 and headquartered in Wausau, Wisconsin, manufactures AC and DC electric motors and generators for industrial, commercial, and OEM customers worldwide, operating as a wholly-owned subsidiary of WEG since May 2024.

Ownership category

akta.pro rank

Product category

Electric Motors and Generators

NAICS

Motor and Generator Manufacturing (335312), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Relay and Industrial Control Manufacturing (335314)

SIC

Motors & Generators (3621)

akta.pro primary industry

AC Motors (Induction, Synchronous) (IMAGACAA)

akta.pro secondary industry

Automotive Electric Motors & Actuators Manufacturing (EPS/Brake-by-wire/Seat/Window) (IMACAJAL)

Keywords

• Electric motors
• Industrial generators
• AC drives
• Medium voltage motors
• NEMA motors

Headquarters

HQ city

Wausau

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Electric Motors Sales: Sale of AC motors (NEMA and IEC), DC motors, medium and high voltage motors, and specialty motors for various industrial applications. Products include general purpose, severe duty, explosion proof, variable speed, permanent magnet, HVAC/R, farm/agriculture, washdown, pump motors, and definite purpose motors.
2. Generators Sales: Sale of generators ranging from 5 kW to 4000 kW including MagnaPlus, MagnaMax, MagnaPower, Harsh Duty, Mariner, DataMAX, LIMA MAC, Pancake, and ATEX generators for standby, prime power, and critical applications.
3. AC/DC Controls and Drives: Sale of AC drives (CONTROLMAX CM3, CM5, i550 series) and accessories for variable speed motor control applications
4. Motor Accessories and Parts: Conversion kits, drip covers, vertical applications accessories, and original motor parts
5. Technical Support Services: Expert technical support team providing assistance with product selection, application engineering, and after-sale support

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

Marathon Electric manufactures and sells a broad portfolio of AC and DC electric motors (NEMA and IEC frames, fractional through 10MW) and electric generators (4.5 kW to 4000 kW) for industrial, commercial, agricultural, marine, hazardous-location, data center, and OEM applications. The company also offers AC variable frequency drives and motor accessories under the CONTROLMAX brand.

Product overview

Marathon Electric manufactures a comprehensive portfolio of electric motors and generators. The product line includes AC NEMA motors (General Purpose, Severe Duty, IEEE841 Automotive Duty, Explosion Proof, Variable Speed/Inverter Duty, Pump, Farm/Agriculture, and Definite Purpose), AC IEC motors under the TerraMAX® brand, DC motors, and Medium/High Voltage motors under the Endurance Series® brand. Generator offerings span the MagnaPlus®, MagnaMax®, MagnaPower®, Harsh Duty®, Mariner®, DataMAX™, LIMA® MAC, Pancake, and Irrigator Duty™ brands, ranging from 4.5 kW to 4000 kW. The company also produces CONTROLMAX™ AC/DC drives and motor accessories. In May 2024, Marathon Electric was acquired by WEG, integrating WEG's resources with Marathon's global reach in the electric motor and generator industry.

Differentiator

Problem solved

Functional benefit

Brands

• BlueMAX®: High-efficiency motor brand introduced during 1989-1998 period.
• BlackMAX®
• XRI®
• MaxGuard™
• Globetrotter™
• TerraMAX®
• MagnaPlus®
• MagnaMax®
• MagnaPower®
• Harsh Duty®
• Mariner®
• DataMAX™
• LIMA® MAC
• Pancake
• Irrigator Duty™
• Endurance Series®
• CONTROLMAX™

Products and services

• NEMA General Purpose AC Motors
• NEMA Severe Duty AC Motors

Quantifiable outcome

• Generators power output range: 5 kW to 4000 kW
• +6 more outcomes

Named customers3 records

Segments8 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• WEGflagshipStrategic or Co-development Partner · 1 May 2024In May 2024, WEG strategically acquired Marathon Electric. This partnership integrates WEG's extensive resources and technological leadership with Marathon Electric's proven expertise and global reach. The combination aims to advance a shared vision of efficiency, innovation, and sustainability, ensuring Marathon Electric continues delivering reliable, high-performance solutions and creating long-term value for customers worldwide.
• Regal BeloitflagshipStrategic or Co-development Partner · 1 January 1997Regal Beloit acquired Marathon Electric in 1997. Under Regal Beloit ownership, Marathon expanded its global presence with introduction of IEC motors and extended the portfolio offering up to 10MW and generators up to 2250kVA.
• Motion IndustriescoreChannel Partner/ Reseller/ DistributorNational U.S. distributor for Marathon Electric products including electric motors. Customers can locate Motion Industries locations through Marathon's Where to Buy tool.
• GraingercoreChannel Partner/ Reseller/ DistributorNational U.S. distributor offering Marathon motors through grainger.com website and physical branch locations nationwide.
• Applied Industrial TechnologiescoreChannel Partner/ Reseller/ DistributorNational distributor for Marathon Electric products serving industrial customers across the United States.
• Johnston SupplyminorChannel Partner/ Reseller/ DistributorDistributor partner serving HVAC and refrigeration markets with Marathon Electric products.
• BDI (Bearings Distribution International)coreChannel Partner/ Reseller/ DistributorGlobal distributor of industrial bearings, power transmission and fluid power components, carrying Marathon Electric products.
• MEP IndustriesminorChannel Partner/ Reseller/ DistributorCanadian national distributor for Marathon Electric products serving the Canadian market.
• eMotorsdirectminorChannel Partner/ Reseller/ DistributorCanadian online distributor specializing in electric motors, offering Marathon products through emotorsdirect.ca.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABB: Global electrification and automation leader with a large industrial motors and drives portfolio (including the legacy Baldor brand). Directly comparable to Marathon on NEMA/IEC motors and drives, but operates at far broader scale across power, robotics, and motion.
• Cummins Inc. Global leader in diesel and natural gas generator sets, including the Cummins Onan brand for standby, prime, and data center applications. Direct competitor to Marathon's generator lines, particularly MagnaMax, MagnaPower, and DataMAX, with broader engine-driven power systems.
• Siemens: Global industrial conglomerate with a substantial motors and drives business (SIMOTION, SIMOGEAR). Overlaps with Marathon on industrial AC motors and generator systems, though motors are a smaller slice of Siemens' overall digital industries portfolio.
• WEG: Brazilian multinational and Marathon's parent company since May 2024. One of the world's largest manufacturers of electric motors, generators, and drives with full overlap on product categories and customer segments. WEG's portfolio is the reference benchmark for Marathon's strategic positioning post-acquisition.

Direct peers

• Allied Motion Technologies: Specialty motor and motion control manufacturer serving industrial, vehicle, aerospace, and medical markets. Comparable to Marathon's DC motor and definite purpose/specialty motor lines with focus on customized, application-specific fractional to integral horsepower solutions.
• Kohler Power Systems: Industrial generator manufacturer producing standby, prime, and mission-critical power systems from kW to MW scale. Direct comparable to Marathon's MagnaPlus, DataMAX, and MagnaPower generator lines serving data centers, healthcare, and commercial backup power markets.
• Nidec Corporation: Japanese global leader in electric motors spanning industrial, appliance, automotive, and commercial applications. Direct competitor in industrial AC motors and high-efficiency permanent magnet motors, with significant North American manufacturing footprint post-acquisitions.
• TECO-Westinghouse: Manufacturer of industrial AC motors including NEMA, IEC, severe duty, medium voltage, and explosion-proof configurations. Closely comparable to Marathon's NEMA general-purpose and severe-duty motor lines, serving overlapping industrial and OEM customers in North America.
• Franklin Electric: Specialty manufacturer of water and fueling systems with a strong submersible and pump motor product line. Comparable to Marathon's pump and irrigation motor segments, with overlap in agricultural and water/wastewater customers.
• Regal Beloit: Former Marathon owner (1997-2024) and a major North American manufacturer of electric motors, power transmission, and generators. Highly comparable product portfolio (NEMA motors, industrial motors, drives) and shared customer base in industrial, HVAC, and agricultural markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MarathonMotorsAndGenerators
• LinkedInlinkedin.com/company/marathon-motors-and-generators

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 records

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 Marathon Electric