Why Generator & Alternator rated in kVA. Not in kW?

The power √3 VL IL Cos φ delivered by the alternator for the same value of current, depends upon p.f. (Power Factor=Cos φ) of the load. But the alternator conductors are calculated for a definite current and the insulation at magnetic system are designed for a definite voltage independent of p.f. (Cos φ) of the load. For this reason apparent power measured in kVA is regarded as the rated power of the alternator

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