Brand Intelligence Graphcompany
Company Overview
About Generac
Generac Holdings Inc. is a Waukesha, Wisconsin-based power generation and energy technology company — publicly traded on the New York Stock Exchange (NYSE: GNRC) as an S&P 500 Industrials component — manufacturing and distributing residential and commercial standby generators, portable generators, pressure washers, light towers, industrial natural gas generators, and residential clean energy systems (battery storage, solar inverters, EV chargers) through approximately 8,500 employees at manufacturing facilities in Wisconsin, South Carolina, Mexico, and international plants. In fiscal year 2024, Generac reported revenues of approximately $3.7 billion, recovering from the 2022-2023 inventory correction cycle — where pandemic-era demand surge for residential standby generators (driven by Texas Winter Storm Uri in 2021, California wildfire public safety power shutoffs, and COVID-era home improvement spending) had created channel inventory overstocking that reduced dealer reorders through 2022-2023 even as manufacturing continued. CEO Aaron Jagdfeld's strategy of expanding beyond home standby generators into residential clean energy (Generac's PWRcell battery storage system, PWRmicro microinverter, PWRlink EV charger — positioning Generac as the whole-home energy management platform for energy-resilient households) accelerated with the 2023 acquisition of CleanCast Solar and continued deployment of the ecobee smart thermostat integration with Generac's PWRmanager energy monitoring system. The residential power resilience market has expanded beyond traditional generator buyers (homeowners in hurricane, ice storm, or blackout-prone areas) to a broader clean energy consumer who values solar+storage energy independence and backup power as grid reliability declines in wildfire and extreme weather-affected regions.
Business Model & Competitive Advantage
Generac's power generation and energy technology model creates competitive advantages through the residential standby generator distribution network and brand recognition in a specialty product category requiring installation expertise: Generac holds approximately 75% of the US residential standby home generator market — a market position built through decades of dealer channel development where thousands of licensed electricians and plumbing-HVAC contractors are trained and certified as Generac dealers, performing installations (connecting the standby generator to the home's natural gas or propane supply and automatic transfer switch) that require Generac product familiarity. The automatic transfer switch (ATS) that monitors utility power and automatically starts the generator within seconds of a utility outage — transferring all home electrical circuits to generator power — is Generac's core value proposition versus portable generators that require manual setup in a power outage at 2 AM in a storm. Generac's PWRcell battery storage system (10kWh-36kWh battery capacity, manufactured with LG Energy Solution battery modules) competes in the residential energy storage market against Tesla Powerwall and Enphase IQ Battery for solar-paired home storage installations among homeowners seeking grid independence and time-of-use electric rate optimization.
Competitive Landscape 2025–2026
In 2025, Generac competes in residential and commercial power generation, and residential clean energy against Kohler Power Systems (private, residential and industrial generator competitor), Cummins (NYSE: CMI, commercial and industrial diesel generators), and Tesla Energy (NASDAQ: TSLA, Powerwall residential battery storage) for home standby generator installations, commercial natural gas generator deployments, and residential solar+battery integrated energy system sales. The power grid reliability deterioration trend — NERC (North American Electric Reliability Corporation) warning of increased risk of energy emergencies from extreme weather, aging grid infrastructure, and coal plant retirements outpacing new generation additions — creates structural demand growth for backup power products from consumers who experienced multi-day power outages during ice storms, hurricanes, and wildfires. Extreme weather event concentration (Hurricane Helene, Hurricane Milton in 2024 causing multi-week utility outages in North Carolina and Florida) drives post-storm demand spikes that pull forward home standby generator purchases. The 2025 strategy focuses on residential clean energy system commercial expansion (PWRcell+solar installation ecosystem through added solar dealer partnerships), residential standby generator market share defense against Kohler, and commercial/industrial natural gas generator growth as data centers and industrial facilities seek backup power for critical operations.
The Generac Story
Founders
Recent Activity
View all →Company Timeline
Major milestones in Generac's journey
Leadership Team
Meet the leaders behind Generac
Aaron P. Jagdfeld
Aaron Jagdfeld has served as Chairman since 2016, CEO since 2008, and President since 2007. He joined Generac in 1994 in the finance department, was appointed CFO in 2002, and became President in 2007 overseeing sales, marketing, engineering, and product development. Under his leadership, Generac transformed from a backup generator manufacturer into a $4+ billion global energy technology company with a diversified portfolio. He holds a BBA in Accounting from the University of Wisconsin-Whitewater (1993) and previously worked at Deloitte as a Staff Accountant.
Jennifer Anderson
Jennifer Anderson has served as EVP of Corporate Strategy and Development since January 2024, leading strategic planning initiatives and corporate development activities including mergers and acquisitions that drive Generac's growth.
Talal Butt
Talal Butt has served as CIO since March 2024, overseeing information technology strategy, digital transformation, and technology infrastructure across Generac's global operations.
Amanda Teder
Amanda Teder was appointed CMO in November 2024 after joining Generac as Executive Vice President of Marketing in November 2022. She leads global marketing strategy, brand development, and customer engagement initiatives.
Tim Hearden
Tim Hearden has served as EVP of Global Operations and Service since December 2017, overseeing manufacturing operations, supply chain management, and service delivery across Generac's worldwide facilities.
Paolo Campinoti
Paolo Campinoti has served as EVP International since 2016 with commercial responsibility over EMEA, APAC, and LATAM regions, while also serving as CEO of the Pramac Group, Generac's Italian subsidiary acquired in 2016.
Erik Wilde
Erik Wilde has served as President of Domestic C&I since July 2016, leading Generac's commercial and industrial business unit serving business customers across North America.
Dawn Tabat
Dawn Tabat serves as COO, overseeing operational excellence, manufacturing efficiency, and execution of Generac's strategic initiatives across all business units.
Rhonda Matschke
Rhonda Matschke leads human resources strategy, talent acquisition, employee development, and organizational culture initiatives for Generac's 8,300+ global workforce.
Raj Kanuru
Raj Kanuru serves as EVP, General Counsel, and Secretary, overseeing legal affairs, compliance, corporate governance, and risk management for Generac Holdings Inc.
Key Differentiators
Market Leader
Generac is recognized as a market leader in the Manufacturing sector, demonstrating strong industry presence and customer trust.
Enterprise Scale
With $3.7B in revenue, Generac operates at enterprise scale with proven market validation.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
Similar Brands
Allegion
Allegion plc is a Dublin, Ireland-headquartered global security products company — publicly traded on the New York Stock Exchange (NYSE: ALLE) as an S&P 500 component — generating $3.8 billion in reve
Cummins
Cummins Inc. is a Columbus, Indiana-based power technology manufacturer — publicly traded on the New York Stock Exchange (NYSE: CMI) as an S&P 500 Industrials component — designing, manufacturing, and
LyondellBasell
LyondellBasell Industries N.V. is a Houston, Texas-based global polyolefins and chemicals company — publicly traded on the New York Stock Exchange (NYSE: LYB) as an S&P 500 Materials component — manuf
Norfolk Southern
Norfolk Southern Corporation is one of the largest freight railroads in the eastern United States, headquartered in Atlanta, Georgia. Formed through a series of rail mergers culminating in the 1982 cr
Paychex
Paychex, Inc. is a Rochester, New York-based human capital management (HCM) and payroll company — publicly traded on NASDAQ (NASDAQ: PAYX) as an S&P 500 component — serving nearly 800,000 clients acro
Automatic Data Processing
Automatic Data Processing, Inc. (ADP) is a Roseland, New Jersey-based payroll processing and human capital management company — publicly traded on the NASDAQ (NASDAQ: ADP) as an S&P 500 Information Te
Compare Generac with Competitors
Side-by-side AI visibility scores, platform breakdown, and market position.
Claim This Profile
Are you from Generac? Claim your profile to see full AI mention excerpts, get weekly visibility change alerts, and optimize how AI systems describe your brand.
Claim Generac Profile →Track AI Visibility in Real Time
Monitor how ChatGPT, Gemini, Perplexity, and Claude mention Generac vs competitors. Get alerts when AI recommendations shift.
Start Free Tracking →