Embraco, a brand of refrigeration technology for the residential and commercial markets and part of Nidec Global Appliance, has recently announced a new brand positioning.
Embraco has announced a new brand positioning. Image supplied by Embraco
The new communication presents Embraco’s strategy to transform the refrigeration market by detailing its plan of a future built on integration and synchronisation of products, which combine efficiency and data intelligence, at the same time exploring the brand’s full potential to be recognised as a complete solution provider.
Embraco’s new positioning is based on its 52-year experience and aims to transform the refrigeration market. The new communication presents Embraco’s plan of a future built on integration and synchronisation of products, which combine efficiency and data intelligence, besides exploring the brand’s full potential to be recognised as a complete solutions provider.
Nidec Global Appliance’s president, Guilherme Almeida, says: “This new positioning comes to reinforce our usual capability to anticipate the customer’s needs through smart products, as well as our pioneer in variable speed technology and natural refrigerants. But more than that, it reflects our commitment and solid plans for the future, including launches that incorporate component synchronisation, added to a wide range of compressors and condensing units for household and commercial refrigeration. This strategy will sustain our goal of doubling the net sales in five years. Another bet is incorporating connectivity to its portfolio. We are raising the bar and cracking the code in our segment, by translating all our expertise to reach higher performance results in the applications, giving control and easier implementation for our customer’s challenges.
There is also a robust plan connected to the refrigeration market demands, he says, in a scenario of climate change and stricter environmental regulations. “We are strategically engaged in pushing the limits of energy-saving, always adding miniaturisation and noise reduction as our drives in research and development. Beyond maintaining a sustainable approach, we want to continue offering a high-level service and the best payback time,” he adds.
The Embraco brand has eight R&D centres and more than 500 engineers, whose work is linked to a global structure. “We have been responsible for shaping market trends for the last five decades by bringing solutions beyond the compressor and we are thinking ahead to strengthen our responsibility to continue doing so and to keep transforming the industry. Significant launches are coming to achieve these goals,” concluded Guilherme.
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