Brazil. With the participation of 170 representatives from 18 countries, Midea held the second edition of its HVAC Latin America Partner Summit at the Grand Hyatt Hotel in São Paulo. The event brought together global and regional leaders of the company with the aim of recognizing achievements, sharing growth strategies and outlining the next steps towards regional leadership in HVAC.
During the meeting, Midea was recognized by Euromonitor as the number one brand in sales of air conditioners in Latin America.
"More than celebrating results, this summit reaffirms our commitment to innovation and strategic alliances to build the solutions demanded by the Latin American market," said Felipe Costa, CEO of Midea Carrier Brazil, Argentina and Chile.
Strategies and launches for 2027
Among the highlighted announcements, Dennis Lee, Vice President of International Business at Build Technologies (MBT), shared Midea's global vision, which aims to become a world leader by 2027, with a strong commitment to international expansion and comprehensive solutions for various segments.
For his part, Vicent Chou, vice president of Room Air Conditioner (RAC), presented the launch of AI Ecomaster, the brand's first equipment with artificial intelligence, and announced investments of US$ 1,950 million in research and development, with the goal of reaching almost US$ 4,000 million in sales in two years.
Data-driven innovation and digitalization of services
Wenyang Lan, Director of Product Planning, explained how more than 20 regional studies conducted by Midea have directly influenced the design of new products, such as the AI Ecomaster, focused on energy savings, a priority for 82% of users in the region.
Digitalization was also a key issue. Maggie Chou, Intelligent Digital Product Manager, presented advances in remote predictive maintenance and fault detection systems, technologies that optimize costs and response times in technical service.
Industry specialists such as Fabio Assunção of GfK/NIQ and Henry Hwong of AHRI offered perspectives on consumer behavior and new energy efficiency regulations. Eletros CEO José Jorge Nascimento highlighted that the Brazilian air conditioning market grew 38% in 2023 and accumulates a 29% increase so far in 2025.
Success stories in commercial expansion and after-sales service were presented, including initiatives such as ColdSmart ProSHOP Peru and Cozy Cool de Venezuela. In Brazil, the Midea Club program, exclusively for installers, already has more than 22,000 registered installers. The new Midea Service Master platform will offer training, certifications and benefits for professionals in the sector.
The day concluded with the presentation of results and projections. Carter Yang, Sales Director of RAC LATAM, confirmed the goal of increasing sales by 20% by 2027. In parallel, Tim Xie, Director of Sales MBT LATAM, outlined the strategy to position Midea as the third largest player in construction technologies in the region.
