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Cracking the code of the refrigeration business: Embraco announces a new brand positioning
In November 2023, Embraco, a leading name in refrigeration technology for both residential and commercial sectors under the umbrella of Nidec Global Appliance, unveiled a bold new direction aimed at reshaping its market presence. This announcement marks a pivotal moment in Embraco's storied 52-year history, emphasizing its commitment to becoming not just a supplier but a comprehensive solution provider. The new phase involves a strategic shift in the portfolio, focusing on integrating product lines to enhance efficiency while leveraging data-driven insights. This initiative aligns with Embraco’s ambitious goal of doubling its net sales within five years.
The company's president, Guilherme Almeida, highlighted this transformation as a testament to Embraco's innovative spirit and forward-thinking approach. He noted, “Our new positioning underscores our ability to foresee customer needs and deliver intelligent solutions. We’re pioneers in variable-speed technology and natural refrigerants, but our vision extends far beyond that. By synchronizing components across our compressor lineup and expanding our offerings for household and commercial refrigeration, we aim to deliver unmatched value.â€
Almeida further emphasized the importance of connectivity in Embraco’s future. “We’re setting a new standard by embedding connectivity into our products, enabling smarter applications and providing our customers with greater control and ease of integration. This is where the industry is heading, and we’re leading the charge.â€
The company’s focus on sustainability remains unwavering. As Almeida stated, “With growing environmental concerns and stringent regulations, we’re investing heavily in R&D to push the boundaries of energy efficiency. Our commitment goes beyond reducing carbon footprints; we strive to offer unparalleled service and quick returns on investment.â€
Embraco’s global network of eight R&D centers and over 500 engineers plays a critical role in this endeavor. Almeida concluded, “For five decades, we’ve driven market trends, and now we’re doubling down on our mission to innovate and lead. Exciting developments are on the horizon that will cement our place as a transformative force in the refrigeration industry.â€
As part of this evolution, Embraco’s strategy integrates advanced technologies with a strong emphasis on sustainability, ensuring it remains at the forefront of an ever-changing market landscape.