By Eamonn Ryan
Selvyn Niebuhr, managing director of Hantech SA, is bringing a distinct German engineering ethos to the South African air-conditioning market.
Selvyn Niebuhr, managing director
of Hantech SA. © RACA Journal
In a move to expand its global footprint, Hantech, a German air-conditioning brand with a successful track record of 13 years in Europe, is now setting its sights on the South African market. Leading this new venture is Niebuhr, a seasoned professional with 18 years of experience in the air conditioning industry.
Niebuhr’s connection to Hantech’s German founder, Ramazan Hantik (whose surname inspired the brand), dates back over a decade to a meeting in China. This long-standing relationship, built on mutual respect and a shared entrepreneurial spirit, culminated in the decision to launch Hantech in South Africa. As Niebuhr, who is fluent in German, explains “The brand has already established a strong presence in European countries, particularly Germany and Turkey, and is also exploring opportunities in the US.”
For Niebuhr, Hantech’s German heritage is its key differentiator in the South African landscape. “I believe it’s the first German air-conditioning brand in South Africa,” he states, highlighting a unique selling proposition in the splits and light commercial market segment. The perception of German engineering – associated with “attention to detail”, “precision” and “technical” excellence – is something Niebuhr believes will resonate strongly with local consumers.
Beyond product quality, Niebuhr emphasises a commitment to superior service and backup, drawing on his own “hands-on quick reply” philosophy. He envisions this dedication to prompt and efficient service as crucial for the brand’s success.
Hantech SA’s initial product offering in South Africa will predominantly focus on air-conditioning equipment, ranging from residential to light commercial applications.This will include middle splits and light commercial units up to 60 000BTU, with potential expansion to 90 000BTU or 100 000BTU floor-standing units. Future plans also include introducing multi-splits and eventually miniVRF (Variable Refrigerant Flow), progressing to fullVRF systems. Looking further ahead, Hantech’s German portfolio includes heat pumps and even some solar energy solutions, which Niebuhr plans to introduce to the South African market as it matures. “Heat pumps are the future of any new building that goes up,” he forecasts, recognising their significant energy savings potential.
A core component of Niebuhr’s strategy for market entry is to identify a suitable distributor in South Africa.This approach is designed to avoid the complexities and overheads of opening numerous branches and directly employing a large workforce initially. As the sole employee of Hantech.
SA at this stage, Niebuhr is focused on this crucial first step, aiming to generate awareness through early advertising to attract the right distribution partner. He planned to visit Germany in July to connect further with the company’s owner and gain a deeper understanding of the broader Hantech operations.
While the South African market is known for its slower adoption of new technologies, particularly refrigerants like R32 (which is commonplace in Europe), Niebuhr anticipates a gradual shift, acknowledging that many users may initially prefer to stick with R410A.
Niebuhr’s venture with Hantech SA is to leverage established industry connections and represents a passion for quality to introduce a new, reputable brand into a market ripe for innovation, backed by the promise of reliable German engineering and a strong service ethos.
