LG Electronics announced an expanded strategy for the Brazilian air-conditioning market focused on services, technical training, and the consumer experience across purchase and post-sales. The company said the move aligns with global discussions on efficiency and professional qualification highlighted at AHR Expo 2026, and follows consistent category growth in Brazil.
LG said the Brazilian market has matured, with proper installation, technical support, and professional qualification becoming decisive factors in consumer choice. Citing the Brazilian Association of Refrigeration, Air Conditioning, Ventilation and Heating (ABRAVA), the company said the air-conditioning and refrigeration sector in Brazil grew about 200% between 2012 and 2024, based on the expansion in the number of companies, equipment sales volume, and economic activity. LG also cited Euromonitor projections indicating expansion above 20% through 2029, driven by rising temperatures and the consolidation of air-conditioning as an essential item in Brazilian homes.
As part of its services strategy, LG said it is expanding its national network of accredited installers to support coverage in the country’s main regions and standardize installation practices. The initiative is part of the LG Instala program, which the company said allows consumers to find certified professionals in more than 1,280 Brazilian cities or hire installation at the time of purchase, including through the brand’s e-commerce.
LG also introduced “Esquadrão LG,” a group of 14 recognized professional installers who represent the brand nationally. The company said the team participates in training sessions and produces social media content aimed at sharing technical information, spreading best practices, and helping other installers with practical questions.
In parallel, LG said it intensified technical training programs, reaching approximately 17,500 people across initiatives including Academia LG, run in partnership with SENAI and Federal Institutes. LG said Academia LG opened nearly 10 new units in Brazilian capitals and trained about 5,000 installers; other initiatives included Roadshow events (3,500 attendees), trainings at resellers (about 7,000 installers), and the “Expedição do Clima” (2,000 participants). LG also said it is expanding its after-sales service portfolio, including extended warranty options for an additional 12, 24, or 36 months beyond the factory warranty, preventive maintenance and cleaning, and single-price repair services that include diagnosis, specialized labor, and replacement of eligible parts, which can be contracted through LG digital channels, the authorized network, or at the time of product purchase.
“Correct installation is decisive for air-conditioning to deliver efficiency, performance and durability. That’s why LG has been increasing its investments in services and technical training, with a structured accredited network and free training programs that ensure standard, safety and quality across the country. This move follows the evolution of the Brazilian market and is aligned with the company’s global strategy for the HVAC sector,” said Lucas Nogueira, Product Manager for Residential Air Conditioning at LG Electronics do Brasil.
