The economy moves the industry AC

In 2009 industry CVAC / R will be influenced more than ever by world events.

By Alejandra Garcia Velez

Traditionally the end of the year is characterized by the joy of the holidays and expectation before a new year begins, however the 2008 ended for many with a great deal of uncertainty and fear about what will bring the 2009 for the world economy . Because practically no country has escaped the impact of the crisis, although some nations are coping better than others. In fact, according to the World Bank, the 20 developing countries whose economies have suffered most from the crisis, six belong to Europe and Central Asia and eight in Latin America and the Caribbean.

In addition, the World Bank predicts that "in 2009 import demand will decrease 3,4% in high-income countries, while net debt flows and private equity for developing countries will be made in US $ 1 trillion in 2007, about US $ 530.000 2009 million, or 7,7% to 3% of gross domestic product (GDP) of developing countries. Consequently, it is estimated that the growth rate of investment in developing countries will decline sharply, and only increase the 3,5% in middle-income countries, compared with an increase in 13,2 2007% ".

In addition to the above, in developing countries is predicted that the growth rate will reach 4,5% in 2009, representing a decrease compared to 7,9% and 6,3% recorded in 2007 and 2008. Overall, it is estimated that global GDP will increase only the 0,9% in 2009, the lowest since 1970, when they began recording the data.

Also of concern to the industry that crude oil prices fell from US $ 143 a barrel in early July, less than US $ 50 a barrel in mid-November and a minimum of US $ 35 in January. The drop in price was due to a decrease in demand, the appreciation of the dollar and concern over the outlook for demand as a result of the financial turmoil. Other commodity prices also decreased drastically because these markets are increasingly linked with crude through production costs and the development of biofuels. For example, the World Bank states that it is projected that the index of prices of metals and minerals fall by 25% in 2009 and 5% extra in 2010, compared with 2008.


To discuss prospects as the market compressor AC / refers R Latin America will this issue with the view Renato Majarão, regional marketing manager for Danfoss Brazil, and Newtown da Silva, coordinator of education and training of the same company.

Majarão claims that the marketing of compressors is growing, but the sales development depends on compression technology, as highlighted it in Danfoss compressors sales scroll and hermetic compressors with reciprocal technology, which had significant increases.

Da silva, meanwhile, stressed the importance of research and new developments for positioning a company in the market, he states that by modernizing production processes constantly is possible to achieve the compressors are manufactured with the least amount of resources and impact on the environment.

Precisely the concern for the environment, the increase in energy prices and the general increase in global demand for saving products have driven an increase in the level of its research and development, said Newtown da Silva, adding that before the growing need for products and solutions for use with natural refrigerants or reduced values ​​of ODP and GWP, the aim in the production of compressors is to achieve energy efficiency, reduce the amount of refrigerant used and use natural refrigerants in applications possible. Other important points include reduced noise and high product reliability.

Among the latest innovations include the use of variable speed, with this an adaptation of the compressor capacity to the actual thermal load is allowed. This will get to work with pressures optimized with better efficiency (high COP), maintaining constant pressures or very close to the optimum system. Danfoss said the official.

Regarding the current market situation, da Silva revealed that in the countries where Danfoss is present (Argentina, Brazil, Chile, Colombia, Venezuela and Mexico) segments of commercial refrigeration, air conditioning and OEM's are the largest contributors to sales of compressors.

The advantages of external pressures


acr-11-6-benefits-50pxLatin America had an important development in HVAC / R. However there is still much room for improvement for a region located next to the big markets. It is still much based on purchase prices.

by Julian Arcila

The Latin market HVAC / R and building automation, like the last four years, continued growth trend and seems to close 2008 with positive figures, according to the comments of several experts interviewed by AC / R Latin America to its traditional economic analysis of the region.

The statements of those directly related to this market are quite positive and usually offer growth expectations that are above the forecast of growth of the region, although at the beginning of the year had been set at 5%, it was corrected shortly after the second half by ECLAC, finally reaching a 4,7%.

To make a target of the most important events in this region with regard to the air conditioning is important analysis, however, understand that there are still many scenarios in which Latin America can be and is being an interesting market, but development and growth will be a quite slowly, given the rising investment culture of local businesses and the importance of the price factor when shopping, I element the latter with great impact in curbing the evolution of the Latin countries as global markets .

However, growth is a reality and part of the need of the different continents to implement efficient solutions from the energy point of view, but also to implement friendly equipment with the environment; Latin America was no exception and the last four years, which were very positive from the financial point of view and this element promoted the economic condition and led to significant investments to improve the installed capacity in many markets.

economic scenario

This year will go down in economic history as the period in which it was found that not even the most powerful nation in the world could be safe from an economic meltdown caused by multiple factors such as the wrong figures of banks, derived from the moratorium In subprime debts; The growth of the US trade deficit; Falls in consumption and employment generation; In addition to the moratoriums on not a few financial products that the only thing that they produced were enormous gaps in the banking coffers, with the well-known fall in the stock values ​​that dragged to losses to the most important exchanges of the world. Latin America, as expected, Little could do to get rid of this economic spiral, and in addition to the falls in the most important markets in the region, these countries have had to face quite negative elements such as the fall in prices of various raw materials such as copper and oil thanks To cuts in demand; This in turn will lead to a drop in consumption in the region, as purchasing power is obviously being reduced in these countries. The first indication of a complicated environment for the region is related to rising inflation (this year is expected to be Indicator is between 9 and 10% in the consolidated region), which has been accentuated mainly in economies such as Venezuela and Argentina. The dollar, which had been less than a currency, began with a strengthening phase, creating a vicious circle in which imports become more expensive, but exports are more profitable for local producers; However, with the fall in demand in the first economies and with a possible entry into recession by the European bloc, expectations, without being bad, should be cautious for Latin countries. Perhaps because of this, the Economic Commission for Europe Latin America and the Caribbean -CEPAL- corrected the region's economic growth target for 2008, which was initially proposed at 5%, to officially be 4,7%. However, at the end of the year growth expectations will still be maintained due to fiscal surpluses and reductions in public debt in several of the Latin American economies. But where there is a big rudder is in the projections for 2009. Everything seems to indicate that next year will be the first to bring global recession after the Second World War and Latin America can not escape it. Preliminary figures from the IMF indicate that in the next year the region will grow only an 2,5% and some of the deeper cases are expected for Mexico and the United States, where growth expectations are around 0,9% and 0,7%, respectively. To avoid this, several of the central banks of the main economies of the world decided a significant reduction in interest rates.The CVAC / R segment

A general one can say that was a positive 2008 industrial HVAC / R and general automation year. This article will deal basically what happened against refrigerants, controls and evaporators and condensers, components which are directly related to the industry as a whole.

Again, the growth has been seeing in regional economies, at least until the end of this year, can be seen as the most important factor boost consumption of air conditioning solutions -sumado this to some growth observed in construction -; the increase in food production, meanwhile, boosted consumption of cooling solutions and this in turn was reflected in the demand for evaporators and condensers.

On the other hand, global concern about energy consumption also reached Latin America, specifically the Central American countries, which are oil importers. This situation prompted the marketing of control devices; refrigerants are not left behind and the current transition of substitution of substances harmful to the environment did the same with the consumption of "green" substances.

A year of commercial expansion1.

For air conditioning 2008 segment was a positive year. The market maintained a growth trend driven in part by improving the technical level of Latino professionals. The demand for control solutions and air conditioning found several factors that boosted, among which one can say that the most important was the realization of significant investments by large retail chains in different countries, resulting in construction commercial properties, residential also driven by third parties.

The Latino market enjoyed a certain maturity, but it can be termed as relative, since although there is progress still needs to work more on education for the public to more easily adopt the technologies available in the market. Another highlight in front of maturity is that every day they win end users, caring more for items such as energy efficiency and environmental protection, which has resulted positively in the segment controllers, air conditioners higher efficiency but also those using refrigerants friendly to the environment.

An important fact is that the efficiency factor or environmental conservation has become less important when decision makers are contractors or builders, who exercises when the latter function is different from the owner of the work.

Conjunctural factors driving the market forward can be summarized in a progressive growth (seen more clearly in the first half of 2008) of both residential and commercial construction sector; this situation stems from the political stability that with the exception of Venezuela, was seen in Brazil and South America.

For some companies like Full Gauge, performance during 2008 has been so positive expectant 80% growth in sales throughout Latin America.

The main trends

The world of controls is directly related to the air conditioning, although from the last three years have increasingly developed solutions to control energy consumption and various functions in refrigeration systems, industrial and commercial.

As regards the implementation of control devices for air conditioning, the market had a noticeable inclination towards consumption solutions for the control of energy expenditure, combined with automation management systems. The important thing in this regard is that end users are much more concerned to know in detail the consumption figures before and after application of controllers, depending mainly falls on the device management software. The latter was observed strongly in Venezuela, Peru, Colombia, Mexico and Central America.

More specifically with regard to air conditioning, demand leaned toward the acquisition of equipment offering greater efficiency in terms of tonnes per KW of energy consumption; there was also an increased interest in systems that combine controllers, inverters, free cooling applications and use of refrigerants friendly environment. An important fact found in the market is that in the case of global companies or with some degree of social responsibility the use of certified systems in energy efficiency has been a factor.

In that sense if it is demanded to discuss solutions for a company like Johnson Controls these were:

  • Environmental conditioning equipment to improve efficiency in partial load and meet the standards and codes of international agencies such as: EER
  • Applications automation and remote operation through a BAS system and open protocols
  • heat recovery mode to use hot water
  • Equipment with low sound generation.

A market with high environmental impact2.

Perhaps one of the segments of the HVAC / R most affected by the current situation of the industry is the refrigerant; today, the whole planet is turned to the implementation of an environmental policy that permits full compliance of ordinances as the Montreal and Kyoto protocols.

In this regard, the replacement of CFCs and other ODS (Substances that Deplete the Ozone Layer) had a significant impact on the destinies of refrigerant 2008 sector. In this sense, the market (Latin America, according to some, could represent the 5% of the world market gas) showed an interesting growth over the last year, with Brazil, Argentina, Colombia and Peru the best niches for this sector.

Some important trends

However, there are also those who qualify to 2008, compared with 2007 was a market ups and downs, where the depressions are mainly seen in the 2do quarter and the same is expected to happen during the last three months.

This perhaps gave the market is still very weak with regard to the adoption of regulations and those who do it because they have an export market (this was the case of countries like Mexico) which must respond. It can not be put aside one of the evils that has always affected the region: the price; yet in many countries, especially in regard to market reruns are still buying based on this factor, to the detriment of the quality of the compounds (something that was found in Brazil and Central America, mainly).

Still, for the moment, Latin America is seen in the global context as a technology follower, not a developer. In this sense, companies like Dupont (whose sales rose 15% this year) believe that there is still significant room to work on improving the market by leveraging new technologies in terms of energy efficiency.

But what was the impetus for the sector to growth? For some professionals demand system solutions air conditioning and refrigeration was directly related to an improvement in the purchasing power of the Latin American population, it is no secret that a major market that is opening up for suppliers of these industries is the residential area. In that sense, the good work done in Latin America for poverty reduction could have had an impact on the increase in the purchase of the above equipment.

In markets where some length in front of these compounds was demonstrated, back in the first half of the year, this situation seems to be attributed to several aspects, including an increase in production costs; for some companies which have their seat in the United States, the impact of hurricanes in the season 2008 also have its effect in the last months of the year, so the new dollar appreciation trend will add.

Another trend to consider is the exponential growth of automotive air conditioning, which will drive parallel market coolants in Latin America, which can currently be valued at U $ 400 million annually.

In search of opportunities3.

The refrigeration sector, mainly commercial, is perhaps one that is making better use of external economic circumstances of the moment. The increase of free trade on the planet and -produced food shortages sometimes weather problems) in some regions of the globe have led the frozen product market is experiencing a boom.

And to confirm this, just remember that in an article published by the Chilean newspaper El Mercurio in late 2007 is outlined that, as noted by southern industrial while participating in the Anuga fair in Germany, the largest trade fair in the world. According to the newspaper review, the great global trend in the food sector, with regard to European countries, is in frozen prepared foods that are easy to prepare.

In this direction, not a few Latin producing companies have invested to improve its cooling program in order to occupy an important place in the growing world of frozen foods, a factor that has undoubtedly opened a wide spectrum of possibilities for system suppliers refrigeration.

The outlook has been quite positive and for companies such as Brazil and Deltafrio Heatcraft, those involved in the development of equipment for cooling systems (evaporators and condensers, etc.), the increase in their numbers to 2008 20% can approach.

Despite this significant growth, yet it can be said that the market is immature and far to take advantage of all the technology available in advanced markets like the US and Europe, which focus heavily on energy efficiency, this mainly due to technical difficulties or high costs.

It also is to say that the refrigeration sector is undergoing many changes through the process of replacing refrigerant gases and the same global need for frozen food, which has become more of our economies in some of the leading providers of consumer countries. To this must be added the establishment of laws, in countries like Brazil, which promote greater care of refrigerated foods; this situation has become another niche opportunities for those who offer solutions for cooling.

In short, there has been a favorable environment in which they have come together three factors: product availability, quality and price.


The strongest trend is towards the above, in relation to the growth of exports of frozen foods, which has been mainly in sectors such as grains, fish and flowers, among others.

Along with this it is worth mentioning the use, increasingly frequent, alternative materials in the manufacture of cooling solutions, such as ammonia, which seeks to reduce the uncertainty which means the use of copper, a material that maintains a high swing meet their international prices. Aluminum has positioned itself as a great alternative for this purpose.

Another important trend is the increasing use of glycol, mainly in markets such as Brazil, Argentina and Colombia. A point segment to pay attention: the supermarket.


Latin America is the way to development in air conditioning and refrigeration. There is a significant growth and a favorable inclination towards energy efficiency, but do not forget a factor that is really important when developed as a market: political stability. What is happening in countries like Venezuela and Ecuador, whose governments do not guarantee stability or free enterprise, are negative signals to investors away thin business climate.

At the moment, technological development in our countries remains at very low levels compared to the developed world. The recommendation for now is to continue working for the other countries of the region equal the productive capacity of nations such as Mexico, Brazil and Argentina, and day after day red tape is eliminated in order to promote trade between the various peoples of the region.

1. Companies involved providing expertise for the analysis segment air conditioning and controls were Full Gauge (Rodnei Peres, Department of Foreign Trade) and Johnson Controls (Alicia Bandala, director of systems for Latin America Building Efficiency division).
2. To make the analysis refrigerants segment was attended Dupont (Mauricio Xavier, manager for refrigerants and fluorochemicals business in Latin America). Other recognized sources asked his name reservation.
3. To make the cooling segment analysis was attended Heatcraft do Brasil (Paulo Eduardo de Oliveira, manager of sales and exports) and Deltafrio (Marcelo Marx, managing director).

The world is small

The split and mini-split systems stand out for their smaller size and greater flexibility; however, they do not compete with the central systems are complemented by them to meet different needs.

by: Alejandra Garcia Velez

According to an article published on the website, it is expected that global demand for HVAC equipment upgraded five percent annually until 2012, which would mean an increase of $ 70 trillion. To this must be added that during the last thirty years the air conditioning systems are practically become a requirement in homes and offices, proof of this is that buildings constructed with air conditioning systems have gone from a shy 25% in 1976 to an overwhelming 95% in 2007.

And the industry of refrigeration and air conditioning has become part of each element of everyday life; for example, go buy meat at a supermarket is only possible through the cooling process that allows transport to the premises. Also today can be found in any air conditioning equipment building, both mainframe and mini-split; precisely the latter represent an interesting market that continues to grow, as explained Ponchner Salo, CEO of the company Multifrio and Rafael Rojo, sales manager for Mexico Lennox.

Perspectives in Latin

Central America is a region heavily influenced by events in the United States; so it is not surprising that there is a high number of investors and American tourists in that area, as well as a large amount of remittances from the north country. In addition, several Central American countries signed the CAFTA free trade agreement with the United States, which has a positive outlook for the future for that part of the continent.

As expressed in the preceding paragraph seems to indicate that the year 2009 bring with it an increase in international investment and reviving the economy in Central America. Ponchner Salo, CEO of one of the leading distribution companies in that area, said about that "we believe in 2008 sales will not increase significantly against the 2007, but in the 2009 can expect a significant rebound".

However, the manager also indicated that, thanks to the flexibility, economy and ease of installation of mini-split systems, has reported an increase in sales of almost 30%; especially it has seen an increase in office buildings and luxury condominiums, located in particularly hot or nearshore areas.

Meanwhile, Rafael Rojo offered a broader perspective, "the market for these devices has continued considerable growth in recent years. This is mainly because there are more options in terms of supply and prices; as well as installation versatility thereof. However, it has been a bit difficult for the general state of the economy year, although I think we can continue to grow. "

Mejoramineto and competitiveness

One of the most important factors for the industry to continue to have sustained growth is constant innovation and adaptability to new market requirements. It is therefore not surprising that split and mini-split systems are already developing greener alternatives.

For example, in pipeline systems split the electrical efficiency has increased dramatically because, first, the US government increased the minimum efficiency SEER SEER 10 13 to residential systems. However, some brands are already producing equipment SEER 20 as Ponchner Salo said.

Meanwhile, in the world of mini-splits there are brands that already offer up to 17 SEER or higher. On the other hand, they are multi-ompressor systems and systems with type inverter compressors, which are very efficient especially at partial loads. Its main advantage is that the teams "adjust" to the actual consumption of the spaces, preventing electrical energy is wasted.

Another aspect that is becoming increasingly important alternative is the use of environmentally friendly refrigerants such as the R410a and R407c, explained Rafael Rojo "the biggest change is the implementation of R410A, a fact that will take place in the 2010. I think it will be interesting, within the entire global approach to environmental conservation, see how will this change especially in Latin America. "

But despite the technical advances in the field, the two officials agree that the most important aspect is to raise awareness among suppliers and customers of the importance of opting for more efficient and ecological systems, and other measures that complement and enable make the most of the properties of these teams.

"A very important aspect is the maintenance of equipment, recovery of refrigerants, education of consumers; and proper installation to avoid future leaks, causing problems to the customer and the environment, "said Salo.

Red also highlighted the value of training; "As part of our strategy we are trying to make the end customer more aware of the benefits of using high-efficiency equipment through training, seminars and working tools"; These initiatives are programs that calculate the estimated energy savings. For although the initial cost of a high-efficiency equipment is superior, taking into account the average cost of energy in Latin America, the time in which this additional investment is recovered is reasonably short in most cases.

Professionals in the HVAC are aware of the need to introduce market teams through lower energy consumption and the use of friendly substances to the environment contribute to the care of the planet, however, the most important thing is to educate consumers to who can select the best teams, those who can give them greater long-term benefits, but the cost is higher.

The wind industry moves

The current situation in Latin America impacts all industries one way or another, the area of ​​industrial ventilation is not unrelated to the changes that have been presented in Latin countries.

by: Alejandra Garcia Velez
Quoting products and technical services for Latin America

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