Air conditioning: more economical devices gain market

Design, ease of use and connectivity are also valued attributes.

With relevant brands and very competitive, the air conditioning market has its results largely linked to summer temperatures. The category – which, like all others, felt the effects of the economic crisis – is now getting ready for a hot summer, as it was last season, and projects a 4% increase in sales compared to 2018.

In the segment, the trend is searching for cheaper devices, says Kati Dias, LG Electronics’ white goods executive manager. “For a long time, air conditioning has been seen as the enemy to be fought on the electricity bill, however, with an increasingly sustainable awareness, consumers are looking for devices that offer up to 70% energy savings due to dual rotors.”

Air quality and Wi-Fi technology are two factors taken into account by consumers when purchasing the equipment. “More and more, companies are incorporating sophisticated filters that eliminate several types of microorganisms, and Wi-Fi technology, which lets you control device operation through mobile apps”, says Andrea Denise de Lima, product manager at Elgin.

Thermal comfort

Inverter devices are a strong trend in today’s market. Due to a variation of compressor speed, which adjusts the ambient temperature, they provide greater comfort. “By 2020, the market is expected to be 50% inverter and 50% on/off. The Inverter line provides greater energy savings compared to on/off”, notes Antonio Bernardes, Electrolux Brazil’s home comfort category manager.

“Currently, another market trend is the use of copper coils, which are stronger than aluminum and have higher thermal conductivity. An important point is that copper pipes are much more resistant to oxidation than aluminum pipes, so maintenance costs are much lower,” says Thiago Dias, Samsung Brazil’s digital appliance division products manager.

These features – which retail can use to boost sales – are joined by others, such as design, ease of use and connectivity, which are also highly valued today. However, the biggest justification for buying air conditioning equipment still is the consumer’s need for thermal comfort. Following are the new devices on the market.


Antonio Bernardes, Electrolux Brazil’s home comfort manager

Sells 20 air conditioner models in the inverter, connected and on/off lines. Some models, such as QI12R and QR12R, offer hot and cold functions. The same product options have triple filtration, which protect users against 99% of fungi and bacteria.

Split Inverter air conditioner 12,000 BTU hot/cold controlled by Smart Control app (XE12R/XI12R) – Suggested price on 09/02/2019: BRL 2,799.00

Some Electrolux models feature inverter technology, which automatically adjusts the compressor speed as the ambient temperature changes, providing up to 60% energy savings.

VI12R – Suggested price on 09/02/2019: BRL 2,199.00

A differential of the 12,000 BTU/ h hot/cold Split Inverter air conditioner is the control through Smart Control app. It can be connected by Home+ and activated through geolocation. “Thanks to Geofence technology, it is controlled remotely via GPS. If the user forgets to turn off the device, the app will send a message on their smartphone,” explains Antonio Bernardes.



Andrea Denise de Lima, Elgin’s products manager

Offers residential and commercial lines, with fixed rotation and inverter units. With fixed rotation, it has Split Eco Power and Eco Class. The variable rotation ones are Eco Inverter and Inverter Trend. In the commercial line, it has floor-to-ceiling and cassette, in the fixed and variable rotation versions. It also features Magic Air, a personal air conditioner with seven color options, and a portable 9,000 BTU/h air conditioner.

Eco Cube – Suggested price on 09/02/2019: BRL 1,799.00

Bearing Procel’s seals, the 9,000-30,000 BTU/h splits, in cold or hot/cold versions, use R-410A refrigerant gas and serve homes and small businesses. There are two on/off models: Eco Power, with ionizer filter, which eliminates 99% of viruses, bacteria and mites, and Eco Class, with layered filters. Inverter Trend has three layers of filters to improve air quality. “They all have plate corrosion treatment for use in near-shore regions”, says Andrea Denise de Lima.

Magic Air – Suggested price on 09/02/2019: BRL 249.00

The commercial lines have floor-to-ceiling models with capacities from 24,000 to 80,000 BTU/h and cassettes ranging from 18,000 to 60,000 BTU/h. In the inverter version, both have fixed and variable rotation versions, the latter starting at 36,000 BTU/h. In the summer, it will release the 36,000 BTU/h Inverter Elgin Floor-to-Ceiling (Piso Teto Inverter Elgin), designed and produced in Brazil. High wall splits, floor-to-ceiling and cassettes have three-year warranty.



Kati Dias, LG Electronics’ white goods executive manager.

The LG DuaI Inverter line, whose main differential is in the product’s compressor, is divided into three categories: Dual Inverter, Dual Inverter Artcool and Dual Inverter Power. The models are the only ones that have dual rotor in all capacities. In addition to ensuring greater stability and reduced vibration, the line compressor delivers up to 70% energy savings and up to 40% faster cooling through broader speed control.

Dual Inverter – Suggested price on 08/28/2019: starting at BRL 1,999.00

With premium design, LG Dual Inverter Artcool has Wi-Fi connectivity and, through the exclusive SmartThinQ™ app, allows users to remotely access various functions and receive notifications on cleaning and filter change. “The Dual Inverter, with capacities from 9,000 up to 22,000 BTU/h, cold and hot/cold functions, delivers lower noise levels from 19 decibels and is quieter than a library (36 decibels)”, says Kati Dias.


Dual Inverter Artcool – Suggested price on 08/28/2019: starting at BRL 3,399.00

Recently, the brand introduced to the market the LG Dual Inverter 127 V, in the cold version 12,000 BTU/h. It is the first manufactured in Brazil with voltage lower than 220 V. And the LG Dual Inverter Power, suitable for residences and small businesses, has a 20 meters range air jet and ventilation system that acclimatizes the environment with higher efficiency.


Thiago Dias, Samsung Brazil’s digital appliance division products manager.

Works with four pillars in their devices: energy efficient, with 8-pole Digital Inverter compressors; comfort as it holds the patent for Wind-Free technology, which maintains the temperature without direct airflow and avoids on/off; air treatment by the unique Virus Doctor technology, which eliminates 99.9% of viruses and bacteria; and connectivity, remote controlled equipment.

Samsung Split Air Conditioner Inverter Wind-Free 9,000 BTU/h, cold – Suggested price on 08/28/2019: BRL 2,999.00

The Wind-Free AR9500M, most recent released in Brazil, spreads cool air gently through 21,000 micro-outlets on the indoor unit cabinet. “It consumes 72% less energy and works in two steps, Fast Cooling, to quickly reach the desired temperature, and Wind-FreeTM, which maintains the climate without wind”, says Thiago Dias. It has the world’s first 8-pole digital inverter with POWERboost™, which ensures the motor less torque variation and reduced overall energy, so the compressor can reach its maximum speed.

Samsung Split Air Conditioner Inverter Wind-Free 24,000 BTU/h, hot and cold – Suggested price on 08/28/2019: BRL 5,299.00

The brand also has the hot and cold Digital Inverter models, which automatically changes from cooling to heating.

Designed for commercial spaces, Cassette 360 is a circular blower that emits fresh air in all directions. The Multi Split (FJM) model can be used in both commercial and residential spaces.


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