Macfarlane Generators

Keeping Things Running

Powering Critical Infrastructure with Proven Reliability

For more than seven decades, Macfarlane Generators has been a trusted provider of backup power solutions across Australia. Founded in 1949 in Melbourne, the company has remained focused on one core mission—ensuring reliable power when it matters most. Today, MacFarlane

Generators has grown into a nationwide operation serving critical sectors including healthcare, agriculture, energy, and commercial infrastructure.

From hospitals and aged care facilities to remote agricultural operations and off-grid solar installations, the company’s solutions are designed to keep essential services running when the grid cannot. As National Sales Manager Robert Massarotti explains, consistency of purpose has been central to the company’s longevity.

“The goal has always been backup power,” he says. “For more than 75 years, we have never deviated from that. Whether it’s petrol or diesel systems, the focus has always been making sure our clients have reliable power when they need it.”

A Nationwide Presence Built on Specialized Expertise

While Macfarlane Generators began as a Melbourne-based operation, the company has steadily expanded its footprint across Australia. With offices and support teams positioned nationwide—and a recently opened branch in Perth—the company now provides comprehensive generator solutions across multiple sectors and geographic environments.

Unlike companies that focus on a narrow market segment, Macfarlane Generators serves a wide range of industries.

“We haven’t limited ourselves to specific geographic markets,” Massarotti explains. “We support hospitals that require critical backup power, large dairy and cattle operations in the agricultural sector, as well as off-grid solar installations that need generator support.”

Beyond supply and installation, the company offers generator hire services for clients who require temporary or emergency power solutions. This 24-hour rapid response capability allows Macfarlane to deliver immediate support during outages or operational disruptions.

Customization is another area where the company distinguishes itself. Many generator applications require tailored engineering to meet unique operational or environmental requirements.

“There are many situations where an out-of-the-box generator simply doesn’t fit the purpose,” says Massarotti. “We’re very good at customization—whether that means designing quieter units for hospitals or aged care facilities or building specialized systems for unique applications.”

Over the years, Macfarlane has even designed generator units mounted on trucks for film and television productions—demonstrating the versatility of its engineering capabilities.

Turnkey Power Solutions

A key strength of Macfarlane Generators lies in its ability to provide complete turnkey solutions. The company handles everything from design and engineering to installation and ongoing maintenance.

This comprehensive service model ensures clients receive a fully integrated solution rather than piecing together equipment and service providers.

“We supply the generator, install it, and maintain it for the life of the system,” Massarotti says. “Our clients know they can rely on us for the entire lifecycle of their equipment.”

Maintenance is a particularly significant part of the company’s operations. In the state of Victoria alone, Macfarlane Generators operates approximately 40 service vans dedicated to maintaining generator systems across its client network.

Maintenance technicians are directly employed by the company rather than outsourced contractors, ensuring consistent service standards and technical expertise.

Technology also plays an important role in modernizing the maintenance process. Service teams use digital platforms and mobile systems to document maintenance activities and provide real-time updates to clients.

“It’s no longer pen and paper,” Massarotti explains. “Our technicians use mobile devices that upload maintenance data directly into our system. Clients can access those reports instantly and see exactly what work has been completed.”

These digital reporting tools also provide proactive alerts when service contracts or maintenance schedules are approaching renewal.

A Culture That Develops Industry Talent

One of Macfarlane Generators’ most distinctive characteristics is its strong focus on people. The company has developed a reputation not only for reliable products but also for cultivating skilled professionals within the industry.

According to Massarotti, leadership plays a major role in shaping this culture.

“Our founder and director, Gerald Kay, has an open-door policy,” he says. “He encourages ideas from everyone in the company, and those ideas are taken seriously. That approach creates involvement and engagement across the team.”

The result is an environment where employees feel empowered to contribute and innovate.

“We’ve had people who started here and later went on to create successful generator companies of their own,” Massarotti adds. “In a way, Macfarlane has become a bit like a university for the industry.”

Rather than viewing employee departures as a loss, the company sees them as part of a natural cycle that brings fresh perspectives and new talent into the organization.

Strong Partnerships and Industry Trust

Long-standing partnerships with global manufacturers have also played a critical role in Macfarlane’s success.

The company has maintained a relationship with generator manufacturer Cummins for more than four decades—a testament to its technical capabilities and service reputation.

“You don’t become a Cummins dealer unless you can support the equipment properly,” Massarotti notes. “They know we have the infrastructure and expertise to maintain their systems.”

Additional partnerships with manufacturers such as Pramac and Maxwatt further strengthen Macfarlane’s equipment portfolio.

However, the company is highly selective about the brands it represents.

“We only work with manufacturers that have strong support networks in Australia,” Massarotti explains. “If there’s no local support structure, we can’t support our customers properly.”

This philosophy ensures that clients always have access to parts, service, and technical support throughout the life of their equipment.

Customer Loyalty Through Service Excellence

Customer retention is another indicator of the company’s reputation. Macfarlane Generators maintains a remarkable 95 percent renewal rate on its maintenance contracts.

Many clients renew their agreements without even seeking alternative providers.

“Our reporting systems and maintenance processes give facility managers peace of mind,” says Massarotti. “They know their generator is ready if they ever need it.”

That level of trust has helped the company maintain strong long-term relationships with hospitals, aged care facilities, and other critical infrastructure providers.

Innovation Through Practical Solutions

Despite its long history, Macfarlane Generators continues to innovate in ways that directly benefit its customers.

One example is the company’s generator buyback program, which allows clients to trade in older equipment when upgrading to new systems.

“It’s similar to trading in your car,” Massarotti explains. “Customers can upgrade their generator while reducing the cost, and we refurbish the older unit and certify it for resale.”

These certified pre-owned generators provide an affordable solution for organizations that require backup power but may not have the budget for new equipment.

“There is definitely a market for pre-owned generators,” he says. “We fully test and certify them so customers know they’re getting a reliable system.”

Meeting the Challenges of a Changing Market

Like many industries, the generator sector faces new challenges as competition increases. Some newer entrants attempt to compete primarily on price, often without providing the engineering expertise or support infrastructure required for complex installations.

Massarotti believes this approach can create risks for customers.

“Generators are not something you should buy online without consultation,” he says. “Each installation has different requirements—environment, location, load demand—and those factors have to be considered carefully.”

Despite these challenges, demand for reliable backup power remains strong—particularly in critical sectors where outages are not an option.

“Facilities like hospitals and aged care centers will always need backup power,” Massarotti notes. “It’s a critical part of their infrastructure.”

Looking Ahead

As Macfarlane Generators approaches its eighth decade in business, the company continues to focus on strategic growth while maintaining the values that built its reputation.

Recent expansion into Western Australia with a new Perth office marks another step in strengthening its national presence.

The company is also investing in a new website designed to make information more accessible for customers and partners.

“Our goal is to create an information highway,” Massarotti says. “Clients should be able to find what they need quickly without navigating through endless pages.”

At the same time, Macfarlane remains committed to the traditional service philosophy that has guided the company since its founding.

“When you call our office, you speak to a real person,” Massarotti emphasizes. “We believe that kind of customer service will never go out of style.”

With its strong technical expertise, trusted partnerships, and unwavering commitment to reliability, Macfarlane Generators is well-positioned to continue powering Australia’s critical infrastructure for decades to come.

AT A GLANCE

Who: Macfarlane Generators

What: A trusted provider of backup power solutions across Australia.

Where: Melbourne, Australia

Website: www.macfarlanegenerators.com.au

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