By Claudia Carrivale
prensa@editoracycargentina.com.ar

Let's start by analyzing the category of air conditioners. What are the most relevant demands in the current context?

In general, the air conditioning market today is trending towards more efficient products, mainly due to savings. This has a lot to do with the situation, considering the issue of rates and other factors. That's why, The consumer trend, and of course the channel, focuses on equipment with greater and better efficiency, which translates directly into savings. Today, we have products that can save up to 50% compared to on/off or traditional equipment.

We are presenting a premium product, the 3DC INVERTER air model, totally innovative. This equipment includes three inverter motors and offers a very high level of efficiency. Compared to other models, it exceeds current standards: it has an IEE index of 6.75, while the market average is between 5 and 6. We believe it is one of the most efficient equipment available.

In market terms, inverter equipment has grown a lot in participation. When this type of product arrived in Argentina, its market share did not exceed 10%. Since then, it has increased year after year, and between 2023 and 2024 this trend accelerated noticeably. Currently, inverters represent about 35% of the market, and we expect them to reach 40% by the end of the year and 50% by next season. Without a doubt, it is a trend that is here to stay. In terms of demand, the focus is clearly in this direction.

Let's talk about the new model. What differentiates the Silent Air Inverter 3DC from other models on the market? You mentioned the advantage of the three motors, and another feature is the noise reduction compared to other equipment. What else does the user have to know to choose it?

The product has three key attributes. The first, as I mentioned, is your energy efficiency, with an index of 6.75, which translates into significant energy savings. The second is its air flow, which is unique on the market. The Silent Air Inverter 3DC offers a 180 degree airflow, distributing it both vertically and horizontally at 100%. This allows the temperature to be lowered by up to 8 degrees in just 20 minutes, a significantly high value.

Furthermore, it stands out for its low noise. Despite having three motors, it is very quiet. This is because, being an inverter model, it does not have the on and off peaks of traditional systems. While the on/off devices turn the motor on and off when the desired temperature is reached, the inverter system regulates the speed of the motor without stopping it, significantly reducing noise.

Another relevant feature is that The equipment can operate at three power levels: at 50%, 75% or 100%, which increases energy savings. Finally, it uses R32 gas, much more environmentally friendly than the R410 that currently predominates. This transition to R32 is something that the industry will begin to implement en masse next year, but this product is already prepared for that change, reaffirming our environmental commitment.

How do the company plan to address the Argentine consumer who is still not so familiar with the concept of INVERTER, but who is approaching this type of product in a context in which they need to reduce their rates?

We consider this aspect 100%. Precisely for this reason, as market leaders and with the track record that BGH has, we focus on developing increasingly efficient products. It is true that the term “inverter” is not always clear to the average consumer. Therefore, our communication prioritizes energy savings over the technical concept.

When we talk about savings, we achieve greater connection and understanding on the part of the consumer. In essence, savings is what defines inverter technology. The client is mainly interested in how much the equipment costs and how much they will be able to save, and that is what we direct our message towards.

And in that sense, how do you support the channel?

The channel expects support from manufacturers and brands, and at BGH we are 100% committed to this. We carry out specific actions at points of sale, in addition to providing excellent after-sales service. We also work intensively on training, especially during the season, not only at the points of sale, but also on technical aspects. This allows us to reinforce the growing trend of the inverter.

We accompany the channel with POP materials, furniture and other tools. Our goal is to be present for both the consumer and our channel partners.

According to a recent GfK report, BGH leads the Inverter category in the accumulated period from January to September of this year.

That's how it is. According to the GfK report, if we analyze the top ten of the best-selling home air conditioning products, four of them are from BGH, which represents almost 50% of the units. The two best-selling models are the 3000 BGH Inverter and the on/off one.

In terms of participation, today we reach 47.7% of the market in units with these four models, and more than 25% in billing. This positions us as undisputed leaders in the category. The best-selling inverter product in the country is ours.

What's coming up in the category for next season?

In terms of volume, approximately 1,250,000 units were sold in 2023. This year it is expected to close at 1 million units, but by 2025 we project a recovery towards figures similar to those of 2023.

For BGH, the focus will continue to be energy efficiency, with special emphasis on the inverter segment. In addition, we are evaluating trends such as the integration of Wi-Fi technology, thinking about smart homes.. We believe that by 2026 the consumer will demand products with more advanced specifications.

On the other hand, we will continue with our federal distribution scheme to cover the entire country and we will continue working on the transition to R32 gas, migrating our entire line to this more efficient and ecological solution, reaffirming our commitment to sustainability.