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Cracking the code of the refrigeration business: Embraco announces a new brand positioning
In November 2023, Embraco, a renowned name in refrigeration technology for both residential and commercial markets under Nidec Global Appliance, introduced a significant shift in its brand positioning. This move aligns with their ambitious goal to double net sales within the next five years. The new phase introduces substantial changes to the company's portfolio strategy, focusing on enhancing product integration and synchronization. These efforts aim to deliver smarter, more efficient solutions while leveraging data-driven insights to meet evolving consumer needs.
Embraco’s journey spans over 52 years, and this new communication underscores their commitment to transforming the refrigeration landscape. By offering comprehensive solutions tailored for both household and commercial applications, they seek to position themselves as a trusted partner in the industry. According to Nidec Global Appliance’s president, Guilherme Almeida, this strategic pivot builds on Embraco’s legacy of innovation, particularly in variable speed technology and natural refrigerants. He noted, “Our new approach not only anticipates customer needs but also solidifies our vision for the future. We’re launching advanced products that integrate components seamlessly, alongside an extensive lineup of compressors and condensing units.â€
Guilherme emphasized Embraco’s dedication to embracing connectivity across its offerings. “By integrating cutting-edge technology into our products, we’re setting a new standard in the industry,†he stated. Embraco’s forward-thinking extends beyond product development. With 8 R&D centers and over 500 engineers worldwide, they are at the forefront of addressing pressing concerns such as climate change and stricter environmental regulations. Their focus remains unwavering—minimizing energy consumption while prioritizing noise reduction and sustainability.
As Guilherme concluded, “We’re not just adapting; we’re leading the charge. Our innovations reflect our responsibility to drive progress and deliver exceptional value to our customers. Stay tuned for groundbreaking launches that will redefine the future of refrigeration.†This announcement signals Embraco’s readiness to tackle the challenges of tomorrow with confidence and ingenuity.