From Legacy to Lead: Rockit Motors Rebrands for Electric Future

MONTREAL, QC – March 19, 2026 – In a bold move signaling a major inflection point, 121-year-old industrial manufacturing leader IEC Holden has officially rebranded as Rockit Motors. The change, accompanied by a new brand identity and website, is far more than a cosmetic update; it represents a strategic repositioning to capture the lead in North America's accelerating electrification boom.

For over a century, the company has operated as a cornerstone of industrial manufacturing. Now, as Rockit Motors, it is amplifying its deep heritage to serve a new era defined by electric vehicles, advanced robotics, and renewable power generation. The new name aims to embody the company's established culture of speed, flexibility, and quality, positioning it as the premier contract manufacturer of electric motors and generators for a select group of Fortune 500 clients and industry disruptors.

"We mobilize the energy of our people, culture, and North American-wide manufacturing footprint to propel a select group of core customers to success," said Rob Briscoe, CEO and majority shareholder of Rockit Motors, in a statement. "Rockit Motors is who we've always been. Now the world knows it."

A Strategic Pivot for a New Industrial Era

The rebranding arrives as North America undergoes a profound industrial transformation. Driven by government incentives, corporate decarbonization goals, and a strategic push to secure domestic supply chains, the demand for high-performance electric components is surging. Rockit Motors is placing itself at the very center of this shift, leveraging its extensive experience to power everything from e-mobility and rail transport to power grids and automated factories.

Market projections underscore the opportunity. The global electric motor market is on a steep growth trajectory, expected to nearly double in value to over $248 billion by 2032. North America is a key battleground, with the rapid expansion of electric vehicle production and the modernization of industrial infrastructure creating unprecedented demand for motors, stators, rotors, and generators. This "manufacturing renaissance" is heavily reliant on the very components that Rockit Motors specializes in producing.

The company’s mission is to be a catalyst for this renaissance, providing the critical manufacturing backbone for OEMs that are leading their respective fields. By focusing exclusively on contract manufacturing, Rockit Motors offers a distinct value proposition: it allows its clients to innovate and scale rapidly without the immense capital expenditure and operational complexity of building and running their own motor production facilities.

Fueling Growth with Capital and Acquisitions

Rockit Motors' ambitious new identity is backed by a series of significant strategic moves designed to expand its capabilities and market reach. The company recently completed a major financing round that brought MKB Equity Partners, a private equity firm focused on growth-oriented industrial companies, onto its cap table. The investment, finalized in late 2023, provides substantial capital to fuel both organic growth and a targeted acquisition strategy.

This strategy is already in motion. In September 2023, the company acquired Motor Coils Mfg Ltd., a respected manufacturer of traction motor coils and components for the rail and mining sectors. This acquisition was a pivotal step, significantly bolstering Rockit Motors' portfolio by adding critical aftermarket capabilities. The addition of Motor Coils' expertise in Maintenance, Repair, and Overhaul (MRO) allows the company to service the entire lifecycle of its customers' assets, deepening relationships and creating resilient, long-term revenue streams.

With fresh capital and a proven M&A model, Rockit Motors is actively seeking further acquisitions and key talent. The goal is to continuously strengthen its ability to serve as a comprehensive, one-stop partner for its clients' most complex electrification needs, from initial design and production to long-term fleet maintenance.

Carving a Niche in a Competitive Landscape

While the electric motor market includes global industrial giants like Siemens, ABB, and Regal Rexnord, Rockit Motors has carved out a distinct and defensible niche. Its claim as North America's largest contract manufacturer of electric motors and generators highlights its unique business model. Unlike competitors that focus primarily on selling their own branded products, Rockit Motors operates as a dedicated manufacturing partner, building components and systems to the exact specifications of its OEM clients.

This dedicated focus is a powerful competitive advantage in an era of supply chain uncertainty. The company's significant North American manufacturing footprint—with facilities strategically located in Fresnillo, Mexico; Plattsburgh, New York; Montreal, Quebec; and Brockville, Ontario—offers clients geographic diversity and resilience. This nearshored production capability is increasingly attractive to companies looking to reduce their dependence on overseas supply chains and accelerate their time to market.

Combining its 121-year legacy of engineering excellence with modern manufacturing processes, the company provides a level of trust and reliability that is critical for applications in rail, e-mobility, and defense. This deep institutional knowledge, now energized by the Rockit Motors brand, allows it to tackle complex, high-stakes projects for some of the world's most demanding industrial players.

Powering the Future of Mobility and Industry

The transition from IEC Holden to Rockit Motors is ultimately a declaration of the company's future role in the industrial economy. As industries pivot away from fossil fuels, the intricate components built in Rockit Motors' facilities—the stators, rotors, coils, and complete motor assemblies—become the fundamental building blocks of progress. These are the parts that will drive the next generation of electric trucks, power automated warehouses, propel high-speed trains, and generate clean energy from wind turbines.

By serving both established industrial leaders and agile disruptors, the company is positioned to influence the pace and direction of electrification across the continent. Its expanded capabilities in aftermarket services ensure that the transition to electric power is not only rapid but also sustainable, extending the operational life of critical and capital-intensive equipment. The rebranding solidifies the company's identity as an essential enabler, a powerful engine working behind the scenes to propel North American industry and innovation forward into its electric future.