
A Strategic Leap
Generac’s entry represents a strategic leap. Long established as a leader in residential, commercial, and industrial generation—particularly in the sub-2 megawatt range—the company has now expanded into mission-critical applications with new products spanning 2.2 to 3.5 megawatts.
Navarro said the timing was deliberate, citing market constraints that have slowed hyperscale and colocation growth. “The current OEMs serving this market are actually limiting the ability to produce and to grow the data center market,” he noted. “Having another player … with enough capacity to compensate those shortfalls has been received very, very well.”
While Generac isn’t seeking to reinvent the wheel, it is intent on differentiation. Customers, Navarro explained, want a good quality product, uneventful deployment, and a responsive support network. On top of those essentials, Generac is leveraging its ongoing transformation from generator manufacturer to energy technology company, a shift accelerated by a series of acquisitions in areas like telemetry, monitoring, and energy management.
“We’ve made several acquisitions to move away from being just a generator manufacturer to actually being an energy technology company,” Navarro said. “So we are entering this space of energy efficiency, energy management—monitoring, telemetrics, everything that improves the experience and improves the usage of those generators and the energy management at sites.”
That foundation positions Generac to meet the newest challenge reshaping backup generation: the rise of AI-centric workloads.
Natural Gas Interest—and the Race to Shorter Lead Times
As the industry looks beyond diesel, customer interest in natural gas generation is rising. Navarro acknowledged the shift, but noted that diesel still retains an edge.
“We’ve seen an increase on gas requests,” he said. “But the power density of diesel is more convenient than gas today.”
That tradeoff, however, could narrow. Navarro pointed to innovations such as industrial storage paired with gas units, which can help compensate for slower start times and improve flexibility. “We’ve seen gas more on the bridge side of things,” he added, citing applications where temporary power or utility shortfalls demand a non-diesel option.
Yet, when it comes to what customers ask for most urgently, fuel type isn’t the first concern—lead time is. Generac is positioning itself aggressively here, promising delivery windows that are a fraction of those from incumbent OEMs.
“The biggest demand that we’ve got from customers has been about lead times,” Navarro emphasized. “We are delivering open sets in less than 30 to 35 weeks, and packaged units in less than 50 weeks. If you compare that with the current supply of existing OEMs, it’s one-third of that lead time.”
That speed to deployment has become a compelling differentiator, especially as AI buildouts stress supply chains for large-scale backup power.
Hyperscalers Demand Scale and Reliability
For hyperscalers, the bar is clear: they need reliable products that can scale to sites with hundreds of generators. Navarro said those conversations resemble the company’s work in another sector: telecom.
“Generac is the largest supplier to the telecom industry,” he explained. “We support about 20,000 scattered generators today. What we tell hyperscalers is we feel it’s easier to support 100 generators on one site than 20,000 generators scattered all around the country.”
That telecom heritage, combined with telemetry, monitoring tools, and direct support teams, is resonating with hyperscaler energy teams. “They want to make sure you have the product they can rely on, and you have the scale to support it,” Navarro said.
Gensets as a Grid Asset
The conversation also turned to one of the most intriguing opportunities: using data center generators as part of the grid. Navarro called it “a really exciting time” for operators to participate in demand response and grid support programs.
“Participating in demand response or grid support programs will really reduce the burden on the grid and supplement generation at peak times,” he said. The EPA recently clarified that Tier 2 diesels can operate up to 50 hours per year in such programs, and in Texas, Senate Bill 6 now allows utilities to leverage data centers’ on-site generation during critical periods.
Generac’s experience with distributed energy gives it a head start. “We have over a thousand assets connected and systems, tools, and companies we’ve acquired over time that are specialized in these programs,” Navarro said.
Still, he stressed that reliability remains paramount: “Even though you maintain your reliability level, if there is an emergency and you need to utilize those assets, you still need to protect the data center. Most of the rules and regulations protect that. But if there’s exceeding capacity not utilized, then it can be transferred to the utility and support the network.”
Natural Gas, Digital Layers, and the Road Ahead
Navarro also addressed the growing industry interest in natural gas as an on-site option for data center power. While acknowledging Generac’s long history in the fuel, he was clear about its current limits. “If we’re strictly talking about backup power, diesel is still the preferred method,” he said, citing its higher energy density, faster load response, and ability to be stored on-site. True redundancy with natural gas would require dual pipeline feeds — rarely practical in hyperscale environments.
That said, Navarro sees promise in hybrid paths. Pairing natural gas with batteries could emerge as a cost-efficient solution for bridging applications and demand-response programs. “Long story short, I think power generation with natural gas might not be the right solution right now, but definitely it will be in the future,” he noted.
From there, the conversation turned to Generac’s digital evolution. Over the past decade, the company has invested heavily in telemetry, predictive analytics, and energy orchestration through acquisitions like Deep Sea, Blue Pillar, and Off Grid Energy. “We are transforming data into actionable insights with AI and machine learning, providing advanced predictive failure detection and condition-based maintenance,” Navarro explained. This shift is positioning Generac less as a traditional generator manufacturer and more as a full energy technology partner.
Looking ahead, Navarro pointed to Generac’s $130 million Beaver Dam, Wisconsin facility as proof of its commitment to scale. “It’s a really exciting time for us,” he said. “The opportunity for growth is significant, and we are determined to be in the driver’s seat. We are going to become a main player in this space.”