PRESIDENTS SPECIAL – INDUSTRY – NEW CYCLE IN 2024

The numbers indicate that the greater stability of the market, a consequence of a series of factors, including the reduction in interest rates, will be a stimulus for sales growth.

by Leda Cavalcanti

The year 2024 brings good prospects for the country’s companies, which are represented in this Presidents Special. Some news, such as Brazil’s return to the list of the 10 largest economies in the world, the gradual reduction in interest rates, expected to reach 9.5% by the end of 2024, the approval of the first tax reform in more than 30 years, the control of inflation and the increase in the number of jobs, give a new boost to the economic scenario.

There is pent-up demand and a fearful consumer. The recovery will be slower and with regional variations, but the important thing is that the prospects are a stimulus for companies, especially considering the good results of retail at the end of 2023. The real increase in the minimum wage, although timid, paves the way for the fall in debt and anticipates a cycle of replacement of household appliances and electronics.

​As important as reducing interest rates to make the economy move and attract investment is the preservation of a fiscal responsibility plan by the government and measures to increase the State’s efficiency. A sign of the country’s maturity would be less polarized and more patriotic coexistence between congress and government to enable the adoption of structural and bureaucratic reforms, important keys to economic growth.

ACER DO BRASIL 

Alexandre Gerardo, general director

There is enthusiasm for 2024, says the general director, Alexandre Gerardo. “We hope to continue to bring even more innovative products, designed specifically to meet the needs and desires of our customers. We are committed to maintaining our focus on sustainability, developing technologies that not only promote advances, but also preserve the environment. In 2023, we are proud to have launched an innovative product line, with technological solutions that elevate our users’ experience to new levels.”

“We are committed to maintaining our focus on sustainability, developing technologies that not only promote advancements, but also preserve the environment.”

This year, Acer plans several launches, many of them already announced at CES 2024. “We are directing efforts to expand our technology focused on sustainability and enhanced by artificial intelligence. Furthermore, we are intensifying our presence in the B2B market, continuing to invest in our business plan, which we launched in 2023, Acer as A Service”, says Alexandre.

The drop in interest rates is something that the company monitors closely, as it can directly influence several sectors, including technology. “A reduction in interest rates can positively impact the economy, facilitating investments and encouraging consumption. For us, this could mean a more favorable environment for the technology market, promoting expansion and the adoption of new solutions”, explains the general director.

AMVOX

Guilherme Santos, CEO

Expectations are optimistic for 2024, says CEO Guilherme Santos. “We expect turnover to grow between 15% and 20% compared to 2023, which was a sensational year in terms of results, as we invested heavily in product management and technological innovations that improved our products and services. We’ve strengthened strategic partnerships, increased the production line and focused on governance and human capital, as well as greatly pulverizing the brand and increasing performance at the top.”

“In terms of factory structure and warehousing, we will continue to expand because, with the excellent results obtained in 2023, we have reached our maximum capacity.”

This year, the company will concentrate its efforts on expanding its portable range and on new products that will bring more versatility to the air conditioning category. In the audio line, it will maintain its renovation and curation plans. “In terms of factory structure and storage, we will continue to expand because, with the excellent results obtained in 2023, we have reached our maximum capacity,” says the CEO.

In terms of the economy, Guilherme says that the fall in interest rates favors the segment, as the end consumer’s buying behavior is focused on installment credit. “The fall in interest rates in recent months has resulted in a more positive sales scenario for 2024. However, we will maintain flexible strategies to adapt to market fluctuations. Prudent financial management and the search for operational efficiency are our priorities.”

ANODILAR

Lourenço Stangherlin, president director at Anodilar

The company started the year with favorable indicators in addition to the reforms, says Lourenço Stangherlin, president director. “We hope for an increase in consumption with the population less in debt and the tendency for interest rates to fall. Our revenue should be higher than in 2023, above double digits. In 2023, we expanded our international participation, opening the North American market.”

This year, the company will launch products aimed at the pasta, meat and confectionery categories. “Everyone will be aligned with our purpose of boosting small gastronomy businesses in Brazil and around the world, simplifying the way things are done”, says Lourenço, who hopes, in addition to the drop in interest rates, other government measures that can provide more security for companies invest in the country.

ASUS BRASIL

Manuel Castro Junior, commercial director

The year 2023 was very challenging, but the company managed to grow, says commercial director, Manuel Castro Junior. “In 2024, our revenue will be higher, we will seek to expand our participation in this market, as well as introduce new models and operating segments. One of the main achievements of 2023 was the consolidation of the gaming product line (ROG, ROG Ally, and ASUS TUF), with the majority of local production. We also further target our products towards sustainability.”

“In 2024, we will have many launches, including zenbooks and vivobooks, as well as the introduction of the ASUS commercial line. The smartphone line will gain a new ROG Phone model and a Zenfone.”

This will be a year of many releases. “Among them, gaming notebooks, zenbooks and vivobooks, as well as the introduction of the ASUS commercial line. The smartphone line will gain a new ROG Phone model and a Zenfone”, says the commercial director.

In Manuel’s opinion, the year is still cloudy. “Mainly with the impact of tax reform, but regardless of the scenario, we will be investing in the Brazilian market. The interest rate needs to be at a different level, creating accessibility that allows retail installments to be more interesting for the consumer, generating greater demand.”

ATLAS ELETRODOMÉSTICOS

Márcio Veiga, CEO

This year, the company will diversify its product portfolio with new categories of home appliances, says CEO, Márcio Veiga. “We will start with a repositioning of the identity of our brands – Atlas and Dako –, with a strong focus on the point of sale and our digital channels. In 2023, we innovated by launching more than 40 products, including induction cooktops, purifiers, hoods, and built-in ovens, renewing, and expanding existing lines, such as the Agile and Utop families, from Atlas. And the Supreme and Diplomata lines (with grill and timer), from Dako.”

“The reduction in interest rates and household debt will make the consumer market more active. We will also have many challenges in the sector, but diversifying the product offering with the debut of new lines of household appliances will be our main bet to boost the national market.”

To gain more space in consumers’ kitchens, Atlas will maintain its efforts in research and development. “They allow us to launch cooking products that not only incorporate the latest technologies into our brands, but also adhere to sustainable principles. We will have launches and expansion of practically all our lines, without forgetting to look at floor-standing stoves, which are still the favorites of Brazilian homes”, says the CEO.

In 2024, Márcio believes in reducing interest rates and household debt. “This will make the consumer market more active. We will also have many challenges in the sector, but diversifying the product offering with the debut of new lines of household appliances will be our main bet to boost the national market.”

BOMBER

Gustavo Lermen, president director

Having focused 100% on the audio market for 30 years, the company projects consistent growth in 2024, says Gustavo Lermen, president director at Bomber Speakers. “We tripled the marketing budget dedicated to the production of materials for points of sale, we are renewing the line of Bluetooth speakers and expanding the number of SKUs with products whose difference is sound quality. In 2023, we introduced the brand to retail giants.”

“In 2024, a highlight of the line’s renewal will be the Bomberbox Pro, a high-performance portable box that features an induction charger attached to it and powerful bass.”

A highlight of the line’s renewal will be the Bomberbox Pro, a high-performance portable box that features an induction charger attached to it and powerful bass. “Other launches will be the BomberBag speakers, with a beautiful design, and the Bomber Papão 300, with a super competitive price, as well as a line of high-power towers”, says Gustavo.

The fiscal and tax scenario in Brazil has always been challenging and will be no different in 2024, comments the president. “We believe in hard work, and we will continue to grow, despite the adversities. The drop-in interest rates will be important for the economy, but we cannot lose control of inflation or devalue the currency.”

BRINOX

Christian Hartenstein, Presidente e CEO

Expectations are very good, says the president and CEO, Christian Hartenstein. “Brazil started 2024 with greater political stability, expectations of low inflation, a stable dollar, excellent prospects for a surplus in the trade balance and a continued fall in the Selic rate, which contributes to a better business climate. In 2023, Brinox began a restructuring process, both financial, operational, and commercial, whose positive results were captured in the last quarter of the year. Our focus is more on gaining efficiency and profitability in our lines than on increasing revenue.”

“This year, we will expand our participation in the segment of pans with ceramic coating, in which we are already leaders in the country. A new technology allows us to offer this superior coating in more economical pans.”

This year, it is preparing major releases. “We are going to expand our participation in the segment of pans with ceramic coating, in which we are already leaders in the country. A new technology allows us to offer this superior coating in more economical pans. In the Coza brand, I highlight the new line of modular food containers for organizing pantries and kitchens and in the Rasco line we are incorporating new items into our revolutionary Kamado”, says Christian.

The fall in the Selic is essential to reactivate the economy, says the CEO. “Brazil is coming from a decade of low growth, and it is necessary to reverse this process. Once inflation is under control, high Selic levels are a hindrance to the development of business in the country. It is essential that the government is assertive in reducing spending and seeking fiscal balance so that the Central Bank can be more aggressive in rate reduction.”

BRITÂNIA

Cristiane Clausen, executive director

The Brazilian market will heat up more in 2024, says Cristiane Clausen, executive director at Britânia. “There will be greater demand for purchases in online stores, which show growth year after year, and we will have government policies to encourage the exchange of household appliances for others with better energy efficiency. In addition, air fryers are planned to be launched. It’s a big bet for the company. With this, we expect growth of approximately 10% for 2024 compared to 2023.”

“In 2023, we gained greater share and remained among the most relevant brands of household appliances and small appliances in the Brazilian market.”

​Last year, strong performance in marketing actions provided the brand with nominations for important awards and greater recognition from the final consumer. One example was the certification in the Experience Awards 2023, in two categories: “Industry – Electronics and IT” and “Industry – Machines and equipment”. “We also gained greater share and remained among the most relevant brands of household appliances and small appliances in the Brazilian market”, says Cristiane.

In 2024, the company will also expand its manufacturing plant in Joinville (SC) by 210 thousand sqm and build another in Linhares (ES), with 70 thousand sqm. Cristiane believes that Brazil will still face challenges this year. “The economy should grow a little, but nothing very significant. The government must still work hard on controlling inflation and on economic and fiscal reforms, which are essential for the resumption of market growth.”

BYD

Alexandre Baldy, special advisor

In 2023, BYD will easily consolidate itself as the leader of the electrified vehicle market in Brazil, says the special advisor, Alexandre Baldy. “The company’s sales grew almost 70 times in the country. According to data from the Brazilian Electric Vehicle Association (ABVE), 17,947 cars of the brand were sold, an astronomical growth compared to the 260 units sold in 2022. During 2023, BYD sold more electric cars than all its competitors combined.”

“In 2024, we will launch the Dolphin Mini, a version of the Dolphin with high technology and an affordable price. We will also launch other hybrid and 100% electric models, and vehicles equipped with artificial intelligence.”

​For 2024, the plans involve the beginning of the implementation of the Camaçari (BA) complex. The investment in the project for BYD’s first car factory outside Asia is BRL 3 billion, and the production capacity is 150 thousand vehicles/year. In 2024, it launches the Dolphin Mini, a version of the Dolphin with high technology and an affordable price. “We will also launch other hybrid and 100% electric models, and vehicles equipped with artificial intelligence”, says Alexandre.

BYD’s expectation is to surpass the 2023 numbers, becoming an increasingly Brazilian company, says the advisor. “It is essential to develop policies that focus on conscious consumption so that the reindustrialization of the country takes place with new technologies and infrastructure that lead Brazil to a greener future. We view the resumption of import tax taxation with great respect. These measures can allow serious companies, committed to investing in Brazil, to be agents of a reindustrialization of the country, generating more jobs and income.”

CALOI

Pieter Freriks, CEO

The expectation is that the bicycle market will establish itself, says the CEO, Pieter Freriks. “During the pandemic, demand was above normal, but then there was a natural downturn. The entire bicycle supply chain suffered as a result. We believe that in 2024 demand will be regularized. We will have important launches, with bicycles for niches in which we did not operate, such as a full suspension aluminum mountain bike. We hope the year will be more positive for the market and for Caloi.”

“For the company, 2024 will be very important. In January, it launched the Caloi Full Suspension Aluminum with a frame 100% made at the Manaus (AM) factory, which is being modernized. This quarter, it presented the Moterra, a full suspension electric bike.”

A great achievement, in 2023, was the launch of the Explorer line, whose bicycles have innovative technology for an entry category into the world of mountain biking. “We also relaunched the CaloiCross Extra Light, which was very successful in the 1980s. It came revamped in blue and red colors, in a limited edition, which sold quickly throughout the country. This launch showed the strength of the Caloi brand, which has more than 125 years of history. The year was also about adjusting the stock level”, says the CEO.

For the company, 2024 will be very important. In January, it launched the Caloi Full Suspension Aluminum with a frame 100% made in its factory in Manaus (AM), which is being modernized. This quarter, it presented the Moterra, a full suspension electric bike, a success in Europe and the United States. “We will have several other launches, with new features mainly in the Performance line. With Cannondale, one of our high-performance global brands, the plan is to resume supplying the market in line with global launches.”

CHAMALUX

Irineu Bourscheid, director

Expectations for the year are good, says director, Irineu Bourscheid. “We enter 2024 excited about growth based on the launch of products and expansion of the national and export market, always creating a difference for our consumers, who have been looking for new things. We provide agility and commitment.”

This year, Chamalux reformulates its entire line and presents new products. “With this, we are betting on considerable growth in 2024. Furthermore, the economy tends to have a positive reaction and, with the interest rate falling, we can expect greater investments in various sectors, causing this amount to enter the market turnover”, says Irineu.

DELL TECHNOLOGIES BRASIL

 Diego Puerta, president

The company considers the current situation to be very promising, both globally and locally, says the president, Diego Puerta. “Brazil is an important market in the company’s strategy, where we make long-term investments and where we bring the best and most innovative. In 2023, we maintained our leadership position and offered a complete portfolio of solutions and services. In 2024, when we celebrate 25 years of experience in the country, we highlight our commitment to leading the digital transformation of our clients with innovative solutions and specialized consultancy.”

“The company remains confident in playing a fundamental role in supporting customers on their AI adoption journeys, with an experienced consulting team”

This year, it projects favorable performance in the infrastructure (ISG) and customer and consumer solutions (CSG) segments. The first, which covers servers, networking, storage, and infrastructure as a service, will play a crucial role in enterprise digitalization, driven by advances in artificial intelligence, multicloud and edge computing. “In CSG, which includes sales of desktops, workstations and laptops to commercial and consumer customers, we foresee a recovery with the introduction of a new generation of devices with embedded generative AI technologies”, says Diego.

The company remains confident in playing a fundamental role in supporting customers on their AI adoption journeys, with an experienced consulting team, says the president. “In an ever-evolving technology landscape, Dell Technologies maintains its position as a leader by adapting and driving innovation to meet emerging market demands.”

DL – XIAOMI BRASIL

Paulo Xu, founder and president at DL, responsible for the operation of Xiaomi Brazil

For this year, it plans to grow 50% compared to 2023, says Paulo Xu, president and founder at DL, the company responsible for Xiaomi’s operations in Brazil. “In 2023, we work to strengthen trust between consumers and the brand. Our goal is to double the number of points of sale by 2024.”

“This year, Xiaomi remains committed to continuing to launch several smartphones in the Redmi, Redmi Note, Xiao and POCO lines and items from our ecosystem, which already totals more than 500 different products.”

This year, the company remains committed to continuing to launch several smartphones in the Redmi, Redmi Note, Xiao and POCO lines. “We will also have launches of items from our ecosystem, which already total more than 500 different products, always with technology to make consumers’ lives easier”, says Paulo.

The president and founder at DL is very optimistic about the Brazilian economy, even in the face of so many difficulties. “The lower interest rate and stable exchange rate make working in our segment easier. We direct our gaze to the positive side and to the different possibilities that are emerging. In the post-pandemic period, even with the economy facing many difficulties, we identified several opportunities in different areas, including health and well-being. Therefore, we began to make products available to meet these new demands from the brand’s fans across the country.”

ELECTROLUX

Leandro Jasiocha, CEO at Electrolux Group Latin America

As in 2023, there are still some challenges for 2024, driven by previous years of high inflation, geopolitical uncertainties, and difficulty in acquiring raw materials, which resulted in a decrease in demand globally, says the CEO, Leandro Jasiocha. “In Brazil, we noticed a slight recovery compared to the previous year. We had important launches in 2023, which will have their first full year of sales in 2024, which will bring us share gains in some white goods and portable categories.”

“In 2024, we began construction of a new operation in São José dos Pinhais (PR), with an investment of more than BRL 700 million. We will be even more competitive to serve the Brazilian market.”

In 2023, it placed more than 300 new products on the Latin American market and, this year, it will be no different. Its portfolio serves all types of consumers with seven brands in the region. In 2024, construction began on a new operation in São José dos Pinhais (PR), with an investment of more than BRL 700 million. “We will be even more competitive to serve the Brazilian market with the nationalization of more product categories”, says Leandro.

In the economy, the CEO says that balanced fiscal policies are needed to allow interest rates to fall and public policies to be stimulated to generate jobs and income. “This opens possibilities for our sector to be impacted by a recovery in the economy. Home appliances need to be considered an essential item in the process of improving and reducing the country’s housing deficits. And it is necessary to pay attention to the evolution of the costs of raw material and logistical inputs, which in recent years have had a strong impact on the industry’s profitability.”

​

ELG

Antonio Henrique Felipe Lopez, president

The year 2024 brings a relatively greater degree of optimism than 2023, says the president, Antonio Henrique Felipe Lopez. “Expectations are good, we have very promising negotiations and aligned strategies. The goals are challenging, but we have a great team, internal and external, cohesive, and committed. Without a doubt, 2023 was a year in which we had to reorganize quickly, but solidly, and we are very happy with the result.”

“This year, ELG will have new features in the lines of supports, accessories for smartphones, headphones, gamers, and connected home. We will have both new and renewed items in design, features, and technical specifications.”

This year, ELG will have new features in the lines of supports, accessories for smartphones, headphones, gamers and connected home. “We will have both new and renewed items in design, features and technical specifications”, says the president.

​In Antonio Henrique’s opinion, the Brazilian economy remains somewhat unstable. “The financial market estimates growth of around 1.5% for Brazil’s GDP in 2024, practically half of the 2023 result, but we understand that the market is still in an adaptation process. As for the interest rate, it is still too early for a more assertive design. But research points to optimistic prospects for the consumer market in the coming months, with a gradual improvement in the economic scenario, precisely due to the reduction in interest rates and better prospects for growth, employment, and wages, which will encourage investments by companies and acceleration of consumption.”

ELGIN

Rafael Feder, CEO

In the air conditioning segment, 2023 saw a lot of transformation, says the CEO, Rafael Feder. “We changed our entire line of On/Off products to Inverter with R-32 refrigerant and Inmetro A seal. In 2024, we expect growth due to the influence of El Niño and the shortages caused by the drought in the Amazon River at the end of last year. This quarter, we invested in 15 new products in the kitchen, personal care, and home categories. In consumer goods, growth will be linked to the diversification of the line-up and the greater presence of our products at points of sale. We also highlight the limited collection with collectible Sonic records.”

“In 2024, the focus is 100% on the line with Inverter technology and connectivity, and on devices such as Cassette One Air and Bi and Tri Split. We have also strengthened our fryer family and will launch smart products.”

In 2024, the focus is 100% on the line with Inverter technology and connectivity, and on devices such as Cassette One Air and Bi and Tri Split. “We have also strengthened our family of fryers and will offer new features in personal care. We will launch smart products, following the trend applied throughout the company. In consumer goods, the plans include expanding the lighting and smart home lines”, says the CEO.

In the context of the Brazilian economy, Rafael remains optimistic. “Although we have lower growth prospects for the country for 2024, we are confident that this will be a better year than the previous one.”

ELSYS

Damian Zisman, CEO

It is with great pride that Elsys celebrates 35 years in 2024, says the CEO, Damian Zisman. “In 2023, we faced obstacles, such as the water crisis in Manaus (AM), which directly impacted the supply of components and affected our entire production chain in the region, as well as global instability. Even with these challenges, the company continued to grow, maintaining the high-quality standard for which it is known, and which earned it, for the third consecutive year, recognition from the Great Place to Work (GPTW). We work to grow at least double digits in 2024.”

“This year, an important innovation is the incorporation of artificial intelligence solutions associated with our products to deliver a unique experience to customers.”

In 2023, it launched Amplimax Ultra, the first 5G outdoor FWA solution, developed and manufactured in Brazil, strengthening its leadership position in the outdoor FWA market, now also focusing on the corporate sector. It took its products to new countries in Latin America. “This year, an important innovation is the incorporation of artificial intelligence solutions associated with our products to deliver a unique experience to customers. We will operate in new channels, with complete and customized solutions, more assertively serving niches that require a closer look at their needs”, says the CEO.

The Brazilian economy has been consolidating at a low level  to moderate growth, says Damian. “To grow robustly, it needs structural changes that are not on the radar. With the fall in interest rates, we see a scenario that is a little more conducive to stimulating consumption and investments, but without very relevant changes.”

EOS

Maurício Mota, spokesperson

Its expectation is to grow 15% in revenue compared to last year, says Maurício Mota, company’s spokesperson. “We are optimistic about a more favorable scenario due to the drop in interest rates. This will inject more money into the economy.”

“In 2024, we will focus on our core business, products related to refrigeration and air conditioning. There will be more than 50 launches. We will also expand our portfolio to include laundry items and upright refrigerators.”

In 2024, EOS will focus on its core business, products related to refrigeration and air conditioning. There will be more than 50 launches. “We will also expand our portfolio, including laundry items and vertical refrigerators,” says the spokesperson.

Brazil is a country with many challenges ahead, says Maurício. “Mainly those related to infrastructure. But the drop in interest rates is already occurring and we see signs of an increase in property sales, which is boosting the entire electronics market.”

ESMALTEC

Marcelo Pinto, superintendent director

“In 2023, we celebrate 60 years of existence and launch important products to consolidate Esmaltec in the popular segment. For 2024, we have positive expectations, aiming to reinforce our commitment to offering affordable and reliable solutions, which strengthens our brand among Brazilian families”, says the superintendent director, Marcelo Pinto.

“In 2024, we will work enthusiastically on launching new products, developed to complement our portfolio, meeting the needs of our target audience. We anticipate a year of growth with continued innovation.”

This year, the company is working enthusiastically on launching new products, developed to complement its portfolio, meeting the needs of its target audience, says Marcelo. “We anticipate a year of growth with continued innovation.”

Esmaltec is optimistic about the Brazilian economy. “The continued fall in interest rates and the increase in job creation should grow’s purchasing power. This will result in greater access to household appliances, boosting sales in the market”, says Marcelo.

EVOLUT GAMER

André Nakasugui, director

In 2023, the company completely reformulated its product line, says the director, André Nakasugui. “It was a challenge that we successfully completed, and we project for 2024, thinking about expanding the operation and categories, with reinforcement of new features in the gamer line. This year, we have different launches, such as the Arrow line of chairs, which brings the best cost-benefit and excellent profit to resellers. In the hardware line, the water cooler models will come with LED hoses, a very important novelty.”

“This year, we have different launches, such as the Arrow line of chairs, which brings better cost-benefit and excellent profits to resellers. In the hardware line, the water cooler models will come with LED hoses.”

The expectation of economic experts that the Selic rate will fall to 9% by the end of the year is encouraging. “There will be a drop-in all loan rates and financial operations involving third-party resources. In this sense, our expectation is that we will be able to make new projects viable. The drop-in interest rates will be a sign that inflation is slowing down, with less loss of purchasing power. This could lead consumers to purchase our products, which are considered non-essential goods”, says André.

For the director of Evolut, it is also important to analyze factors such as the increase in the minimum wage and the exemption from paying income tax for those earning up to two minimum wages. “Although discreetly, they lead to gains in real purchasing power this year, indicating a possible range of new consumers in the medium term.”

EZVIZ

Raul Arakaki, spokesperson and online sales and marketing executive

This will be the company’s year in Brazil, says the spokesperson Raul Arakaki, online sales, and marketing executive. “We will make investments on several fronts and open three new product lines. With this, our market share will also increase. The year 2023 was one of evolution, there was great growth in the offline and online market. We were successful and broke sell out barriers in the online sales segment.”

“In 2024, we will have many new features. One of them is the launch of our intelligent cleaning line, with products such as the robot vacuum cleaner. The products will contribute to our evolution throughout the country.”

For 2024, the company will have many new features. “We will launch our intelligent cleaning line, with products such as the robot vacuum cleaner and normal vacuum cleaners, as well as intermediate cost-benefit locks, with remote unlocking and high-end locks with high-level differentials. The products will contribute to our evolution throughout the country”, says Raul.

In the economy, the spokesperson’s expectation is that the interest rate reduction will continue. “Despite some uncertainties, we will continue to evaluate the Brazilian market as a whole, as well as analyzing and managing all variables.”

FISCHER

Ingo Fischer, president

The company constantly monitors market dynamics and the needs of its consumers, says the president, Ingo Fischer. “For this reason, in 2023, we are committed to highlighting the Air Fryer function in some of our ovens, both countertop and built in. We hope to grow in 2024, consolidating investments and entering new channels and customers.”

“This year, we will have launches in the main categories in which we operate. We are attentive to the consumption behavior of our target audience, which increasingly demands practical, sustainable, and economical solutions.”

For this year, Fischer is preparing important launches in the main categories in which it operates. “We are attentive to the consumption behavior of our target audience, who increasingly demand practical, sustainable and economical solutions for their homes”, says the president.

In Ingo’s opinion, the Brazilian economy can be challenging, mainly due to moments of instability. “However, we are optimistic about 2024. We believe that falling interest rates can stimulate consumption, encouraging the purchase of goods, encouraging retail credit, and generating more confidence for customers and consumers.”

FUJITSU GENERAL DO BRASIL

Akihide Sayama, president

The company invests and expands its business in Brazil, says the president, Akihide Sayama. “In 2023, our greatest achievement was the launch of the global Airstage brand, highly recognized and sold in other countries. In 2024, we are based on our sustainable management. With innovation and technology, we build a brighter and safer future for customers and society. We have aggressive goals. We will work hard to surpass the results of previous years and grow in an increasingly sustainable way.”

“Our equipment is the most durable, silent and reliable due to cutting-edge Japanese technology and rigorous quality tests throughout the production chain.”

This year, the company will continue launching new lines, Essencial and Premium. The first has air conditioning units, split high wall models, with R-32 fluid and Inverter technology, 100% produced in Brazil. The second has split high wall, ceiling, and cassette models, with R-32 fluid and Inverter technology, manufactured in the country and abroad. “Our equipment is the most durable, silent and reliable due to cutting-edge Japanese technology and rigorous quality tests throughout the production chain”, says Akihide.

The president of Fujitsu is optimistic about the growth of the Brazilian economy. “The process of recovery of employment and income must continue, and sales of durable goods will be favored. When there is a fall in the Selic, the tendency is for banks and financial institutions to reduce interest rates, making credit more accessible to the population, which stimulates consumption. This contributes to the greater penetration of air conditioning units in homes.”

GEONAV

Rafael Assa, co-founder and director

Geonav is proud to be a growing brand, year after year, says the co-founder and director, Rafael Assa. “We have become a reference in the B2B accessories market and increased the range of product categories in the portfolio. In 2023, we repositioned the brand, bringing modernity and closer proximity to the end customer, as well as a strong presence on social media. For 2024, we are confident that we will continue this path, with growth forecast above 15% compared to the previous year.”

“This year, we are focusing mainly on our core business, seeking to bring to the Brazilian market the main innovations in accessories for smartphones and other categories, such as audio, gamer, office, pet, and smart home.”

The company’s focus is to offer products that simplify people’s lives. “This year, we are focusing mainly on our core business, seeking to bring to the Brazilian market the main innovations in accessories for smartphones and other categories, such as audio, gamer, office, pet, and smart home. We are always open to technological innovations that make sense in the daily lives of our consumers”, says Rafael.

In the director’s opinion, history shows that businesspeople cannot trust the common sense of the government and its representatives. “Inflation is under control, and we have the prospect of falling interest rates. This means for retailer’s greater stock coverage, therefore more products in stores, which is a better macroeconomic scenario than we found in 2023. For our 2024 results, I trust much more in our internal team and the well-structured strategic planning that we set up to achieve the objectives set than in effective government actions.”

GOLDENTEC

Marcelo Igreja, commercial director

The company plans growth and focus on wholesale in 2024, says Marcelo Igreja, commercial director. “The year 2023 was challenging. We made many moves to be more profitable, such as reducing financial expenses by reducing inventory and eliminating any bank debt, and we avoided advance payments. This allows us to be more competitive.”

With the expansion of wholesale, the Goldentec brand will gain more and more relevance. “It translates into quality products with excellent cost/benefit for those who resell and for the end consumer. We expect the economy to recover in 2024, and the reduction in the Selic rate tends to boost consumption. We believe in a better year. We have our company prepared and a qualified team to gain market share”, says Marcelo.

GROUPE SEB

Juan Guillermo Sanchez, president in South America

Groupe SEB, which has been around the world for over 165 years, has been present in the country for over 26 years with its brands Arno, Rochedo, Clock, Tefal, Krups and Panex, with Brazil as its key market, says Juan Guillermo Sanchez, president in South America. “We believe in the company’s potential for expansion and development in the long term and we will have significant investments in innovation and in the revitalization of the portfolio produced locally and complemented with the products we have in the line of small appliances.”

“In 2024, we have significant investments planned in innovation and in the revitalization of the portfolio of small appliances produced in Itatiaia (RJ). This year, we will also celebrate Arno’s 80th anniversary, with great news and events for our consumers and customers.”

Amidst the difficulties, 2023 was a positive year for the company. “We grow hand in hand with our strategic customers. In 2024, we have significant investments planned in innovation and in the revitalization of the portfolio of small appliances produced in Itatiaia (RJ). This year, too, we will celebrate Arno’s 80th anniversary, with great news and events for our consumers and customers”, says Juan Guillermo.

The group’s president in South America says that recent years have presented a very challenging market environment and economic conditions for the entire industry. “But we strongly believe in the potential company’s long-term expansion and investment in Brazil.”

GRUPO MUELLER

Alexandre Pires da Luz, CEO

There is optimism in the company, says the CEO, Alexandre Pires da Luz. “We have good expectations for 2024, the result of actions taken by the company in recent years, with strong investments in technology, management, and product development, combined with a moment of stability economic situation of the country, controlled inflation and unemployment at low levels. This brings us to expectations of high growth. The year 2023 was a year of market recovery, with share gains in all categories in which we operate and significant improvements in the company’s strategic indicators.”

“In 2024, we will have news in all categories due to investments in product development far beyond the average made in previous years. We will also intensify investments in the brand.”

This year will be one of the most important for the Mueller brand in its history, considering the planned launches. “We will have news in all categories due to investments in product development far beyond the average made in previous years. We will also intensify investments in the brand, sustaining launches and seeking an even greater reach within the national territory”, says the CEO.

The Brazilian economy has been demonstrating a certain stability, benefiting from the global scenario, says Alexandre. “This favors us in terms of interest rates, which directly impacts financing for companies’ investments and for consumers. The size of the state and the government’s excessive effort to increase revenue to close public accounts are a bit of a concern, placing an increasing burden on products, services, and labor.”

GRUPO MK

Giovanni M. Cardoso, co-founder

Owner of the Mondial brands, XZone and Aiwa, the Grupo MK plans to achieve robust growth in 2024 and gain increasing share in the markets in which it operates, says the co-founder, Giovanni M. Cardoso. “In general, as is already in our DNA, we will make significant investments in infrastructure, equipment, and human resources. We ended 2023 with 5,300 employees and plan to reach the end of 2024 with more than 6,300 employees, in addition to a built area of 314,000 sqm.”

“We will make significant investments in infrastructure, equipment and human resources. We ended 2023 with 5,300 employees and plan to reach the end of 2024 with more than 6,300 employees, in addition to a built area of 314,000 sqm.”

This year, the launches will be in different segments. “For the Mondial brand, from products for the kitchen line, such as the expansion of the brand’s family of air fryers and other portable appliances, such as our personal care, air conditioning and tools lines. Under the Aiwa brand, we will further expand both the audio and video lines, guaranteeing high power. And at XZone, we will continue to monitor the niche market that the brand aims to serve”, says Giovanni.

In the Grupo MK`s view, the Brazilian market is always full of great opportunities, says the co-founder. “Brazil is a constantly growing market, and our product offering is designed to make people’s daily lives easier. With each passing year, we guarantee quality, practicality, and diversity to our consumers.”

HARMAN DO BRASIL

Rodrigo Kniest, sênior  vice-president for South America and president in Brazil

In 2024, the company’s expectation is to expand the portfolio, says Rodrigo Kniest, senior vice president for South America and president of Harman in Brasil. “We continue to develop products for different consumers and lifestyles and with our global leadership in the audio sector. Brazil is one of the main markets in the world for our brands. Challenges will always be present in our daily lives, but with the team’s planning and expertise, as well as strong partners, we hope to maintain the market growth we have recorded over the last 12 years.”

“We have more than 90 years of experience in audio and, despite market uncertainties, we adopt alternatives to minimize the impact on the consumer, updating our flows and increasing the productivity of our units.”

In January, at CES, in Las Vegas (USA), the company presented new features, such as the JBL Soundgear Sense headset, the update of the JBL Live TWS 3 family and the JBL Tune 670NC, JBL Live 770NC and JBL Live 670NC headphones. “In terms of speakers, we have updates to the JBL Xtreme 4, JBL Clip 5 and JBL Go 4 boxes, made with recycled plastic and fabric, which bring more powerful and stable Bluetooth”, says the vice president.

​This year, there will be launches of the new JBL Authentics line, with the JBL Authentics 200 and 500 speakers. Their design is inspired by the JBL L100, an iconic speaker from the 1970s, says Rodrigo. “The line was designed to be a reference in acoustics, incorporating professional-level technology and stadium sound indoors. We have more than 90 years of experience in audio and, despite market uncertainties, we adopt alternatives to minimize the impact on the consumer, updating our flows and increasing the productivity of our units.”

INTEL BRASIL

Carlos Augusto Guto Buarque, marketing director

The year 2023 was marked by a positive trajectory, says marketing director, Carlos Augusto Guto Buarque. “It was driven by Intel’s innovation and transformation, resulting in a strong customer push for our products, especially demand for artificial intelligence. In 2024, we continue our relentless pursuit of process and product leadership while expanding our offsite factory business and global manufacturing at scale. In the last quarter, we recorded revenue of US$15.4 billion, an increase of 10% compared to the same period of the previous year. In the first quarter of 2024, we forecast revenue between $12.2 billion and $13.2 billion.”

“In September 2023, Intel ushered in the new era of PC with artificial intelligence. With this, we bring AI everywhere, redefining the PC experience, which becomes more personal with Intel Core Ultra processors.”

In September 2023, the company ushered in the new era of PC with artificial intelligence. “With this, we bring AI everywhere, redefining the PC experience, which becomes more personal with Intel Core Ultra processors, codenamed Meteor Lake, aimed at notebooks. And at CES 2024, we also launched several products, including processors for high-performance notebooks”, says the director.

Currently, Brazil is one of the 10 priority markets for Intel worldwide, says Carlos Augusto. “According to IBGE data from 2023, the IT sector had one of the best performances in the Latin American economy, with growth of 12.3% compared to previous years. Furthermore, several companies are getting involved to support the training and training of human resources, which, in the end, will generate greater economic gains for the country.”

INTELBRAS

Altair Silvestri, CEO

Intelbras grows steadily through innovation, says CEO, Altair Silvestri, “We work to face challenges and maintain sustainable growth. In 2024, we project good results. We plan to consolidate our position as one of the references in the technology, security, and communication market, focusing on expanding solutions, market demands and new segments. Categories such as fiber optic cables, 5G technology, Digital Signage, gate automation, chargers for electric vehicles and new marketing channels contribute to increased revenue.”

“Not long ago, we launched products that marked the company’s entry into the energy storage segment. For retail, this year we will have new smart home products such as Wi-Fi routers.”

A relevant achievement was developing people. “We invest in education for employees and partners. In sustainability, we improved processes and invested in infrastructure for the consumption of clean energy in factories, reusing waste and reducing the emission of polluting gases”, says the CEO. Recently, the company launched products that marked its entry into the energy storage segment and line of solutions for enterprise networks. For retail this year, there will be new smart home products, such as Wi-Fi routers.

​In the economy, Intelbras monitors the reforms that are being undertaken, says Altair. “They have the potential to boost the country’s growth and stability. If well implemented, they can bring significant benefits and attract more investment, national and foreign, in addition to stimulating entrepreneurship and job creation.”

i2GO

Marcelo Castro, CEO

In 2023, the market faced major challenges, says CEO, Marcelo Castro. “This was due to government transition, high interest rates and retail instability, but i2GO achieved its objectives with the introduction of 10 innovative products. In 2024, we aim for a more stable market, projecting 20% growth in revenue. Consolidation with current customers and the strategic launch of new products will drive growth, highlighting our resilience and capacity for innovation.”

“In 2024, we aim for a more stable market, projecting 20% growth in revenue. We plan to launch 15 products. I believe we have a promising path in 2024.”

i2GO plans to launch 15 products in 2024. “Among them, TWS sports headphones, efficient charger for notebooks, innovative cable with lifetime warranty, compact power bank with cables already included, iPad pen with palm reject and the smartwatch model integrated with Alexa, complementing the line with the same excellence that made our first model, the Track GO, a true sales success. We are committed to exceeding customer expectations this year”, says the CEO.        

Regarding the Brazilian economy, Marcelo has a very optimistic assessment. “She has shown positive signs. Interest rates have fallen in recent months, which helps importers a lot. I believe we have a promising path in 2024.”

LENOVO

Ricardo Bloj, president

Offering smarter, more accessible and inclusive technologies is the goal, says the president, Ricardo Bloj. “Although 2023 was challenging, Lenovo leveraged its positioning in Brazil as the most complete provider of smart solutions, from your pocket to the cloud. The year 2024 tends to be a turning point in the demand for PCs, in the country and in the world. We want to continue our legacy of innovation beyond PCs and mobile devices, investing in the development of IT solutions, AI and services to provide a better user and business experience.”

“Lenovo is focused on capturing the exponential growth of AI, creating a strong ecosystem of partnerships to bring the best to the technology market.”

At CES 2024, the company announced diverse products for the retail and corporate market, equipped with artificial intelligence tools and chips. “From notebooks to monitors, tablets and desktops, Lenovo is focused on capturing the exponential growth of AI, creating a strong ecosystem and partnerships to bring the best in the technology market, focusing on mobility, high performance, productivity and hybrid work”, says Ricardo.

The company is confident that this will be a good year for the Brazilian economy, says the president. “At the end of 2023, Brazil returned to the list of the 10 largest economies in the world, occupying ninth place, with a GDP estimated at US$2.13 trillion, according to IMF projections. With the fall in interest rates, thus making credit more accessible to the population, the country tends to have stable growth, resulting in a positive stimulus for industry and business.”

LENOXX

Eduardo Klinke, commercial director

The year 2023 was very difficult for the industry and retail, says commercial director, Eduardo Klinke. “The market is changing at an increasingly rapid pace, and we need to pay attention. We are confident this year. With a lot of planning and commercial investment, we hope to achieve the objectives and goals set. Faced with such a challenging scenario, we need to be well prepared to overcome obstacles and take advantage of opportunities. Our expectation is to achieve 10% higher revenue than in 2023, maintaining the continuous growth of recent years.”

“This year, we will continue to highlight audio products and also add the line of portable appliances with design and technologies that provide ease and practicality to our customers.”

​In 2024, Lenoxx will continue to highlight products from the audio line, such as the LTS12, LCA8, LCA15, LCA12 and LCA15 amplified speakers. “They are an absolute success on the market. We will also add a line of small appliances with design and technologies that provide ease and practicality for our customers”, says the commercial director.

​Although some economic indicators are not favorable, industry data shows a bias towards revenue growth in 2024, says Eduardo. “We believe in the recovery of the economy with the acceleration of sales of durable goods. The expectation is that the interest rate will continue to fall, which will contribute to this increase. Following these projections, we are taking an even more strategic approach to planning, short and long-term goals and execution. We will focus on launches, strengthen commercial partnerships and seek new connections”

LG ELECTRONICS DO BRASIL

Roberto Barboza, vice-president of sales

With positive expectations for 2024, we will maintain all its growth strategies focused on gaining share in the Brazilian market, says vice president of sales, Roberto Barboza. “In 2023, we achieved notable results, with emphasis on the 10-year anniversary of the LG OLED TV line in the world, strengthening our presence in the segment. We expanded smart home systems through the LG ThinQ platform and introduced new features in several categories, such as audio and video, monitors, air conditioning and white goods.”

“Among the TV launches confirmed for Brazil, the big highlight is the OLED evo M4. The QNED 2024 line will come in larger sizes, up to 98”. We will also be making upgrades to refrigerators and washers.”

At CES, it was presented trending products, the main one being the LG Signature OLED T, the world’s first transparent and wireless TV. “Among the TV launches confirmed for Brazil, the big highlight is the OLED evo M4. The QNED 2024 line will come in larger sizes, up to 98”. We will also make updates to refrigerators and washing machines, and we will continue as partners of CASACOR 2024, expanding the concept of connectivity”, he says.

LG Electronics evaluates the Brazilian economy carefully, recognizing the challenges faced by the industry in a dynamic scenario, says Roberto. “We are very optimistic about possible improvements in the economic environment, allowing us to play an active role in driving the continued growth and development of the national industry.”

LOGITECH BRASIL

Jairo Rozenblit, CEO

2023 was a year of many new things, and 2024 it will be no different, says CEO, Jairo Rozenblit. “Both for the product market focused on Logitech’s performance and productivity as for the Logitech G and B2B gaming market with our video conferencing and corporate solutions, which complement our main strategies. We will continue to grow with leadership in peripherals. Today, our market share is more than double that of second place, according to GfK.”

“In 2024, we will bring products to Brazil that have synergy with our market proposal. With connectivity and wireless. There will be several launches, distributed across our categories, such as games, personal workspace, video conferencing and streamers & creators.”

“In 2024, we will bring products to Brazil that have synergy with our market proposal”, says the CEO. With connectivity and wireless, simplifying the daily lives of those who spend hours in front of the computer. There will be several launches this year, distributed across our categories, such as games, personal workspace, video conferencing and streamers & creators.”

The Brazilian market is one of the main focuses for the brand, which considers it an opportunity for expansion and innovation. “Our consumers understand the importance of having quality products. We bet on players and retailers that work with a competitive value, even with fluctuations in interest rates. As our products are imported, the market fluctuates depending on the moment. But we are optimistic about bringing the best conditions and performances. Excellent customer experience is one of the most important pillars for Logitech”, says Jairo.

LORENZETTI

Eduardo Colli, CEO

Lorenzetti is optimistic about 2024, says CEO, Eduardo Colli. “The company has had a positive performance in recent years, both from the point of view of revenue growth and, mainly, financial performance and value generation. The year 2023 was special for Lorenzetti because of the company’s centenary. We had launches in most of the categories in which we operate, such as showers, electric taps and heaters, metals, crockery, purifiers and gas water heaters, among others.”

“In 2023, our main innovation was the Acqua Century line, in celebration of the company’s 100 years. A line of products that stand out for their innovation, bold design and functionalities.”

The 2024 launches will soon be announced at industry events. “In 2023, our main innovation was the Acqua Century line, in celebration of the company’s 100 years. It is a line with products that stand out for their innovation, bold design and functionalities”, says the CEO.

Lorenzetti believes that there is still room for the Brazilian economy to evolve, says Eduardo. “The expectation of a reduction in interest rates is a movement that will certainly positively impact the entire construction materials chain.”

MIDEA

Felipe Costa, CEO

Midea is gaining more and more space in the Brazilian market and projects significant growth this year, says the CEO, Felipe Costa. “The country is a priority in investments for the group, and we have an optimistic outlook with our new factory in Pouso Alegre (MG), which will operate from the second half of 2024, with capacity to produce 1.3 million devices per year. The project is part of the company’s global expansion process and was one of our biggest achievements in 2023.”

“Among this year’s launches, nationally manufactured refrigerators and clothes washers stand out. The goal is to grow approximately 30% in Brazil over the next three years, seeking to be among the top three players in the market.”

​Among this year’s launches, the most notable are domestically manufactured refrigerators and clothes washers, designed for the Brazilian market. “In air conditioning, we continue to evolve products, focusing especially on energy efficiency. We will also bring new appliances for the kitchen and have even more connected products, which can be controlled via the SmartHome app. The goal is to grow approximately 30% in Brazil over the next three years, seeking to be among the top three players in the market”, says the CEO.

​In Felipe’s opinion, Brazil has the potential to gain prominence as one of the main economies in the world. “The market is large, and Brazilians are modern consumers, who value sustainability issues and the correct use of natural resources. Furthermore, the prospect of a reduction in interest rates is positive for the household appliances market since the majority of sales are made on installments.”

MOTOROLA

Rodrigo Vidigal, president in Brasil

Brazil is the fourth largest smartphone market in the world, and the category is the one with the greatest consumer desire, says the president in Brazil, Rodrigo Vidigal. “Here, Motorola has occupied a solid second place in market share since 2014. In the last 10 years, it went from 10% market share in 2013 to 34.2% in December 2023, according to data from GfK. Our difference was to democratize access to cutting-edge technology for the largest number of consumers.”

“In recent years, we have invested in the premium segment with the Motorola Edge and Motorola Razr families. We now offer technologically advanced smartphones, which stand out for their design and sophisticated finish.”

The company has invested in the premium segment in recent years, with the Motorola Edge and Motorola Razr families. “We adopted a strategy called lifestyle-tech, which combines technology with design and sophistication, and we signed an exclusive partnership with Pantone. We now offer technologically advanced smartphones, which stand out for their beauty, iconic design, exclusive colors, sophisticated materials, and finishes”, says the president.

With two factories in Brazil, one in Jaguariúna, in the countryside of São Paulo, and another in Manaus (AM), Motorola invests in its main families: mid-range Moto G, Motorola Edge and Motorola Razr, a line of foldable smartphones for the premium segment, says Rodrigo. “We went through a period of retraction in the smartphone market in Brazil in the last two years. But we are optimistic, we believe that 2024 will be a year of resumption of market growth, with a reduction in interest rates and the consequent improvement in the availability of credit for the end consumer.”

MULTIVISÃO

Rafael Barbosa, president

The year 2023 proved to be somewhat challenging, with the instability of the economy, says the president, Rafael Barbosa. “We saw customers close stores and reduce purchases from our company, we reinvented ourselves and further increased our reach into small and medium-sized customers. For us, 2024 will be better and very special. The big launch will be the GOOD&GO line of small appliances, with a super modern and current feel.”

In Rafael’s opinion, in 2024, issues such as fiscal balance and investments should permeate the local scenario. “The basic interest rate should maintain its downward trend, it is a positive factor, as it will help reduce pressure on the cost of capital and make the different types of credit offered to companies and consumers cheaper.”

NEWELL BRANDS

Alexandre Escorel, president

In recent years, all the company’s brands have positioned themselves in their categories in a strategic and competitive way, focused on launches aligned with changes in consumption patterns, says the president, Alexandre Escorel. “With this in mind, we invested in the development of new technologies that boost innovation, a strategy that allowed us to offer sophisticated, compact solutions with the maximum efficiency expected by the consumer. For 2024, we believe in the growing demand for products related to well-being, practicality and that simplify people’s daily lives.”

 “In 2023, Newell Brands underwent a restructuring on a global scale that strengthened the group’s operations in the Brazilian market. In 2024, when we celebrate the centenary of the Oster® brand and 25 years of Cadence, we will have launches in the main categories.”

In 2023, Newell Brands underwent a restructuring on a global scale. “This new positioning, with the unification of the Home Appliances divisions, with the Oster® and Cadence brands, Outdoor Recreations, which operates the Invic,®, Coleman® and Contigo® brands, and now Baby, with the Nuk®, Gracco ® and Lilo, strengthened the group’s operations in the Brazilian market, reinforcing its positioning as a reference in the sector. In 2024, when we celebrate the centenary of the Oster® brand and 25 years of Cadence, we will have launches in the main categories”, says the president.

The year 2024 began with a greater degree of confidence among businesspeople and consumers, signaling an increase in consumption and investments, says Alexandre. “Slowing inflation, lower interest rates and better employment and income rates could influence the increase in family consumption and result in a more robust expansion of retail, which is Newell Brands’ area of activity.”

PANASONIC DO BRASIL

Sergei Epof, vice president

In 2024, the expectation is for an optimistic scenario, supported by the gradual economic recovery that the company sees in the market, says the vice president, Sergei Epof. “For the household appliances segment, which has suffered a lot in the last two years, we are sure that there is a pent-up demand that must be met in 2024. It will be a year marked by major launches, both for the brand and for the composition of the product line.”

“The year 2023 was one of important achievements, such as the expansion of the factory in Extrema (MG), the company’s biggest investment in the last 10 years, and the launch of 13 products, including household appliances and audio.”

The year 2023 was one of great achievements, such as the expansion of the factory in Extrema (MG), the company’s biggest investment in the last 10 years, and the launch of 13 products, including household appliances and audio. “We also reaffirm the brand’s commitment to sustainability, a central pillar of our global strategy, with the launch of the Green Impact project, which has athlete Rebeca Andrade as Brazilian ambassador. In addition to generating conversations and engaging the private sector and consumers, especially Generation Z, to adopt more sustainable practices, the project aims to bring CO2 emissions from our global operations to zero by 2030,” he says.

As for the Brazilian economy, the company maintains a cautiously optimistic stance, says Sergei. “We recognize that, despite the challenges that may arise, the situation tends to be less severe than that faced in recent years. A central element to this perspective is the control of public spending and the expected drop-in interest rates, which can be seen as a direct stimulus to economic growth, increasing liquidity in the market and encouraging consumption.”

PIONEER BRASIL

Takenaka Kazumi, president

The company expects the pace of consumption and revenue to be better than in 2023, says the president, Takenaka Kazumi. “Fenabrave’s forecast is that car sales will increase by 12%, which would be positive for our business segment. The year 2024 will be better if the interest rate continues to fall and the exchange rate remains stable. These factors can stimulate the consumption of durable products, such as brown goods cars and consumer electronics.”

In 2024, Pioneer will bring news to the Brazilian consumer, who is passionate about cars and sound, says Takenaka. “We have a complete line so that the experience of driving connected and safely is taken to new levels. Our products have technology, innovation, connectivity, and quality. We will have at least two new models from each HU and speaker category.”

PRAXIS ELETRODOMÉSTICOS

Marcello Cominatto, CEO

For more than three decades, it has been manufacturing products for renowned brands and, a few years ago, it decided to develop its own items, says Marcello Cominatto, CEO. “From the beginning, we have been concerned with bringing differentiated products to the market, with exclusive characteristics. We will have great growth in sales volume in 2024, considering the investment already made. In 2023, our revenue grew 47% compared to 2022.”

This year will be marked by great launches. One of them is the exclusive and patented Praxis dishwasher. Other new features will be the lines of air conditioners, clothes dryers, and fans. “We are in the final phase of building another unit in the south of Minas Gerais, which should come into operation this quarter, increasing our production volume and delivery speed”, says Marcello.

PROGÁS

Cristiano Mesquita, director

The company has optimistic expectations for 2024, says the director, Cristiano Mesquita. “We are projected to see growth in our revenue compared to last year and an increase in our factory production. We have already defined the launch of a new line of equipment and the expansion of marketing actions. The year 2023 was fluctuating, but Progás made slight progress.”

This year, the company understands that it can grow in some strategic regions in the domestic market. “We are also promoting more aggressive operations in the foreign market”, explains Cristiano. In his opinion, the main point for the sector is a line of credit for consumers, in addition to the drop-in interest rates.”

POLYVOX

Luiz Kencis, CEO

Expectations are very good for 2024. In a difficult year like 2023, the company grew by over 22 per cent, says CEO Luiz Kencis. “We believe that in 2024 we’ll be able to grow by more than 30 per cent. To do this, we’re betting on innovative product launches. We’re also investing in expanding our distribution, increasing our customer base and expanding our partnerships with existing customers.”

The audio market is returning to prominence in the country. “In 2023, there was a huge upturn in face-to-face parties. And music is essential in this scenario, so we’re experiencing a moment of growth. The speakers market is very competitive, but there are few audio specialists. For this reason, we understand the importance of bringing products with design, technology, power and an affordable price,” says Luiz. With “lower interest rates and reduced unemployment, retail will perform better.”

POSITIVO TECNOLOGIA

Hélio Bruck Rotenberg, president and one of the founders

In 2024, the company hopes to continue advancing in business, says the president, Helio Bruck Rotenberg. “We work to progress in all the markets in which we operate: consumer, corporate and public institutions. In consumer, we will continue the expansion started five years ago into regional retailers. We developed a new strategy to bring computers from the Positivo and VAIO brands to the market in a more innovative and competitive way. In tablets, we grew well with both brands. On Infinix smartphones, we have a significant share in some retailers. We remain leaders in Positivo Casa Inteligente with 1.5 million users and we should continue expanding in 2024.”

“In 2023, we launched products such as the VAIO tablet with smart connection keyboard and the robot vacuum cleaner with laser mapping, from Positivo Casa Inteligente. This year, we will renew our lines in all categories.”

The company launched successful products last year, such as the VAIO tablet with smart connection keyboard, the robot vacuum cleaner with laser mapping, from Positivo Casa Inteligente, the Infinix NOTE 30 5G and Positivo Vision notebooks with LED bars. “These initiatives reflect our efforts to develop increasingly innovative solutions. This year, we will renew our lines in all categories”, says Hélio.

The year 2024 began with many challenges for the Brazilian economy, says the president. “Themes such as fiscal policy, taxation, and interest influence company planning. We hope that the downward trend in interest rates will continue, in order to stimulate investment by corporations and boost consumption.”

RAGTECH

Walter Sitta Junior, spokeperson

The company maintains its optimistic stance, says Walter Sitta Junior, national sales manager, and spokesperson at Ragtech. “We trust in a positive impulse in economic activity. This extends to the public sector, which represents a significant portion of our revenue. The implementation of the new bidding law in this sector will bring greater stability and security to operations.”

In 2023, Ragtech established itself as a leader in advanced technology, presenting creative solutions and products to the energy market. “The gamers and electronic security segments were the main pillars of our position in the year”, says Walter. In 2024, it plans to launch UPSs with higher capacities and powers, in addition to making investments and presenting solutions in the promising electronic security segment.

REALCE

Ladir Cassol Junior, CEO

The company’s biggest achievement in 2023 was achieving the growth forecast for the year, says the CEO, Ladir Cassol Junior. “It was driven by the opening of strategic customers in the domestic and foreign markets, mainly considering the challenging retail scenarios in Brazil. We know that 2024 will also be a challenging year, but Realce’s goal is to surpass 2023 revenue and increase the brand’s market share.”

“We seek to surpass last year’s sales revenue. Therefore, we are preparing an exclusive launch schedule for the expansion designed for the year. The launches are expected to be in stores starting this March.”

Therefore, the company is preparing an exclusive launch schedule for the expansion designed for the year. “The launches are expected to be in stores starting this March,” says the CEO.

Realce has been studying the market and closely observing the moment the country is going through in relation to the economy, says Ladir. “Even given this scenario, we are optimistic about the plan outlined, also taking into account the sign of a fall in interest rates.”

SINGER DO BRASIL

Raul Garza, president in Latin America

The year 2023 was challenging, says Raul Garza, president in Latin America. “We faced a slowdown in retail and reinvented ourselves to look for distribution alternatives. In the last quarter of the year, the sellout performance, especially in online channels, surprised us, and we closed 2023 with growth. In 2024, the objective is to grow 6% in revenue, with launches and restructuring in the sales area. We want to be even closer to retail, whether digital or physical.”

Recently, Singer launched an electronic, intuitive, affordable sewing machine and plans a breakthrough for the category in the second quarter. “This time, our idea is to make technology really work for the benefit of the consumer”, says Raul, who expects a different scenario with falling interest rates.

SUGGAR

Leandro Xavier Costa, president

The company, expects to grow at least 15% In comparison with last year, says the president, Leandro Xavier Costa. “Our biggest achievements in 2023 were at the stove segment, In which we open new clients and consolidated our production and market position. We also expect greater economic growth that could impact business in 2024.”

“This year Suggar will be launching several new products in all the segments in which it operates. We will continue to invest, especially in storage areas, to support our growth.”

This year Suggar will be launching several new products in all the segments in which it operates. “We will also continue to invest, especially in storage areas, to support our growth. We hope that the issue of credit will be less of a factor in our business,” says the president

Regarding the economy, Leandro regrets the growth in the size of the state, which ends up increasing the tax burden. “We hope that the drop in taxes will really happen and that it will reach the pockets of companies and workers. The drop of taxes, will have a strong impact on our businesses and the economy in general.”

TECTOY

Valdeni Rodrigues, CEO

The company seeks growth of around 20% in all its business lines – payment methods, commercial automation, and consumer electronics, says the CEO, Valdeni Rodrigues. “We know that this is very aggressive for the current situation in our economy, but we believe that many of the government’s initiatives can improve market and consumer perception, giving the necessary confidence for a solid and growing recovery.”

“This new Tectoy manufactures, markets, and develops partnerships to serve a market that seeks solutions from the point of sale, but also wants first-rate technical assistance.”

In 2023, the company’s greatest achievement was overcoming the market’s moment of indecision and bringing new products. “We had our first Tectoy Day, with more than 15 launches for the lines of payment methods and commercial automation. Our R&D area focuses on high-quality hardware and software, and this new Tectoy manufactures, markets, and develops partnerships to serve a market that seeks solutions from the point of sale, but also wants first-rate technical assistance”, says the CEO.

In Valdeni’s opinion, it is essential to reduce interest rates so the economy can regain speed, allowing investments within the corporate area, and for consumers to carry out their short, medium and long-term financial planning. “The signals given to the market have been good, and seeking legal certainty in incentives for greater growth will be important to avoid losing the pace of growth we expect.”

TP-LINK

Ayrton Neves, channel director

In 2024, its main objective is to consolidate itself in the smart home segment with the Tapo brand and promote Mesh Wi-Fi 6 routers, says Ayrton Neves, channel director. “We believe that technology has the power to transform our homes into safer, more comfortable, and efficient environments, in perfect harmony with TP-Link’s reliable connectivity proposition. Our revenue has great potential to exceed 2023, especially when we talk about large Enterprise connectivity projects, another sector in which we are consolidating ourselves very well with the Omada brand.”

“This year, the main launches focus on products for smart homes with the expansion of our Tapo line, in addition to Wi-Fi 6 Mesh routers, to serve both the end consumer and providers.”

​The company is proud to have promoted Wi-Fi 6 throughout Brazil through small providers and the expansion of its commercial team. “This year, the main launches focus on products for smart homes with the expansion of our Tapo line, in addition to Wi-Fi 6 Mesh routers, to serve both end consumers and providers”, says the director.

Brazil is a promising market for connectivity. “Despite its challenges, it has significant opportunities due to increasing digitalization and the expansion of fiber plans that reach almost all municipalities in the country. Furthermore, in 2024 we will bring the Tapo line of home automation products to further diversify our portfolio”, says Ayrton.

VENTISOL/AGRATTO

Alexis Suren Tcholakian Morales, director

The company is focused and optimistic, says the director Alexis Suren Tcholakian Morales. “Each year, we dedicate ourselves to improving and expanding the line of products and services. In 2024, we are certain that we will have higher revenues than in 2023. This semester, we will launch our 32-liter microwave model, white, 3-in-1 mixer, mini processor, omelet maker, timer coffee maker and adjustable kettle. In the air conditioner line, in which we are already leaders, we will bring a major launch. It’s a 125-liter air conditioner with 400 W of power.”

“In 2023, we greatly expanded the line of small appliances and, in 2024, we will have major launches, such as the 125-liter air conditioner and 400 W of power, in the category in which we are already leaders.”

In 2023, the company innovated with Inverter ceiling fans. It also greatly expanded its line of small appliances, with products such as the planetary pan and the fryer oven. “In 2024, it will be no different, we will present more news”, says Alexis.

In the director’s opinion, the resilience demonstrated by the Brazilian economy recently exceeds expectations. “However, this scenario does not guarantee long-term credibility. Fiscal carelessness, combined with the projection of a significant deficit in 2024, and the context of high interest rates in the United States compromise the prospects for a faster reduction in interest rates in Brazil. The persistence of a high basic interest rate negatively impacts both the retail sector and the general performance of the economy.”

VIVENSIS

Rômulo Freire, founding partner

In 2024, it expects consistent growth, with revenue above 30% over 2023, says the founding partner, Rômulo Freire. “This is due to a series of factors, including the resumption of Brazilian economic growth, the increase in consumption of durable goods and our innovation strategy. In 2023, Vivensis doubled its revenue and had important achievements, such as market leadership in the new digital dish in Brazil, both in sales and installations, in a period of strong growth in the segment, driven by the migration from C-Band to KU-Band.”

“At the 2024 Eletrolar Show fair, we will present the entire renewal of our portfolio, with new SKUs for digital signal reception for TV, audio, and gamers. We are confident that we will continue to grow.

There was also 30% growth in the gaming peripherals segment, reflecting the increased popularity of the category in Brazil and the consolidation of the company’s portfolio diversification strategy with the launch of the audio line under the Vibe Sound brand at retail. “At the 2024 Eletrolar Show, we will present the entire renewal of our portfolio, with new SKUs for digital signal reception for TV, audio, and gamers”, says Rômulo.

The Brazilian economy is in a moment of recovery, with GDP growth and reduced inflation, says Rômulo. “This is positive for our sector, which still has the growth vector of technological migration from C-band spectrum cleaning to the expansion of 5G in the country. The drop-in interest rates are a positive factor for the economy, as it stimulates consumption and investment. We are confident that we will continue to grow and innovate in 2024.”

WAP

CEO WAP & Waaw by Alok

In 2023, the company had a very important milestone, says the CEO WAP & Waaw by Alok, Paulo Sanford. “Reached 10 times the net revenue of 2015, with better profitability and optimized capital management. This achievement was the result of the internal restructuring process that took place in recent years and reaffirmed that we are on the right path. We also had very important launches, such as the kitchen line designed by chef Henrique Fogaça, which marked our entry into this segment. We have high expectations for 2024, we hope that WAP will have even better results and reach new heights.”

“In 2023, we had very important launches, such as the kitchen line signed by chef Henrique Fogaça, which marked our entry into this segment. This year, we plan to launch 50 products.”

This year, the company has already outlined its objectives and plans to launch 50 products, in addition to having a strong expansion plan for all fronts in which it operates. “WAP is proud to have innovation in its DNA, and we will continue to work hard in this vein”, says Paulo.

In the economy, the CEO believes that this semester the effects of the double-digit interest rate will still be felt. “The continued decline and pace depend on the US interest rate scenario. With the expectation of a single-digit rate for the second half of the year, there will be an environment of economic acceleration. Credit is another very relevant topic for this year and is expected to grow with the reduction in interest rates. In general, 2023 started with a better economy and ended worse, but in 2024 it will be the opposite. We will see an improvement by the end of this year.”

WHIRLPOOL

Eduardo Akira, senior sales director

The company is very optimistic this year, says Eduardo Akira, senior sales director. “We have a calendar of important launches and great moments for our brands Brastemp, Consul, Compra Certa, Compra Direta Empresas and KitchenAid. We remain focused on meeting consumer needs, anticipating market trends. Another highlight is the investment of over BRL 500 million in expansion, in addition to the development of the sector and its communities, the result of a partnership with the municipality of Rio Claro (SP) and the government of Santa Catarina, in Joinville. We continue the company’s productive development.”

“We are optimistic about the recovery of the sector. In Brazil, Whirlpool has the second largest operation, behind only the United States. In 2024, we will have major launches, expanding the portfolio. It will be a great year.”

In 2023, the Consul brand celebrated its 73^rd anniversary with a limited edition of the retro minibar. In the same year, the Brastemp brand was repositioned, with the new concept “It’s Another World”, which reinforces an important territory, that of being present in Brazilian homes and following changes in consumer behavior with products that deliver design and performance. “We also launched the Compra Certa app, Whirlpool’s marketplace,” says the director.

On the ESG agenda, it launched the Individual Electronic Reverse Logistics System. “We position the company as a pioneer in structuring its own reverse logistics system throughout Brazil, environmentally suitable, for electronics of all sizes and of any brand. In 2024, we will have major launches, expanding the portfolio. It will be a great year. We are optimistic about the recovery of the sector”, says Eduardo.

Source: Eletrolar News Ed. 159 – Presidents