Novatech Solutions, a company dedicated to the manufacturing and marketing of technological products, announced the incorporation of Electra to its portfolio and a new stage for the brand in the Argentine market.

Based on a 20-year agreement, the company will assume the marketing and local production of Electra, a brand of Israeli origin with a track record in the air conditioning segment and international quality standards. to manufacture air conditioners in the Fuegian province.

Based on a 20-year agreement, the company will assume the marketing and local production of Electra, a brand of Israeli origin with a track record in the air conditioning segment and international quality standards. The air conditioners will be manufactured in Tierra del Fuego.

“Electra is a renowned brand with a presence in the channel. “We want to take advantage of this positioning to give strength to our entire cold line, starting with the air conditioners.”, he explained Andrés Trivisonno, manager of Ventas Canal Retail de Solutions S.A. – Novatech.

Aires Inverter: first deliveries in October

The first stage of the launch is focused on a line of air conditioners with Inverter technology. The proposal includes cold window equipment only, available in 9K and 12K versions, and split Inverter models of 9K, 12K and 18K.

"In this first launch we come out with window air, with the difference that they are Inverter equipment, cold only, in two versions: 9K and 12K. We also have the 9K, 12K and 18K Inverter splits," Trivisonno detailed.

The company has already started pre-sales, with deliveries expected starting in October and a commercial proposal that includes extended financing. “The idea is that customers can take the equipment with a financing differential and pay until January”, he added.

The new line was presented to the channel during the supplier fair Integrated by +, where Novatech had the opportunity to show the products and begin to work commercially with its clients for the next season.

A brand with recognition in the channel

The response obtained during the meeting reinforced the company's expectations regarding the potential of Electra in the local market.

“The reception surprised me very pleasantly. Many of the people we spoke with highlighted that it is a very renowned brand and positively valued that it is now within our portfolio.Trivisonno noted.

Before moving forward with the agreement, Novatech conducted a study on Electra's performance and its presence in the market. “We had already analyzed how the brand had been rotating and we saw that it has a lot of traction. The idea is to take advantage of that momentum and add our commercial strength to enhance its positioning and achieve greater sales.”, he explained.

More categories for Electra

The incorporation of air conditioners represents the first step of a broader plan. Towards the end of the year, Novatech plans to add a line of Electra refrigerators and freezers, thus expanding its presence within the cold category.

The arrival of Electra is integrated into the growth and diversification strategy of Novatech's portfolio, which currently works with brands such as Enova and Infinix and anticipates new additions for the coming months.

With local production, a proposal initially focused on air conditioning and new products in the pipeline, the company seeks to strengthen its presence in the retail channel and expand its participation in different categories of the technology and home appliance market.