Last week, Midea held the HVAC Latin America 2025 Partner Summit at the Grand Hyatt Hotel in São Paulo, bringing together 170 participants from 18 countries across the region. The event gathered global and regional executives to review results, outline upcoming strategies, and present future plans for the brand in the HVAC market. During the summit, Midea was recognized by Euromonitor as the top air conditioner brand in Latin America.
Dennis Lee, Vice President of International Business at Midea Build Technologies (MBT), presented the company’s global vision, aiming for global leadership by 2027 through expanded solutions and international growth. Vincent Chou, Vice President of Room Air Conditioner (RAC), announced the launch of the AI Ecomaster—Midea's first AI-enabled air conditioner—and reaffirmed the company’s focus on reliable solutions, regional integration, and local production. He also announced investments of US$1.95 billion in R&D and a sales target of nearly US$4 billion by 2027.
Product Planning Director Wenyang Lan shared insights from more than 20 regional surveys conducted over the past three years. These findings guided developments such as the AI Ecomaster, created in response to data showing that 82% of regional users prioritize energy savings. Laurent Ropain, Product Manager RAC, highlighted the brand’s strategy to expand residential solutions into the light commercial segment.
Francisco Torres, MBT Training Manager, presented Midea’s commercial portfolio, including VRF systems, chillers, and elevators, with a focus on energy efficiency and adaptation to local demands. Maggie Chou, Digital Product Manager at MBTIB, discussed HVAC service digitalization, with emphasis on predictive maintenance and fault detection to improve responsiveness and reduce operational costs.
Fabio Assunção, Market CS Manager LATAM at GfK/NIQ, shared consumer behavior trends in the region, noting the growth of e-commerce and demand for integrated technologies. He stated that air conditioning continues to expand in Latin America, even amid economic challenges, driven by factors such as rising temperatures and increased sales channels. Henry Hwong, Global Vice President of Services at AHRI, provided updates on new energy efficiency regulations in the HVAC industry.
José Jorge Nascimento, Executive President of Eletros, reported a 38% growth in the Brazilian air conditioning market in 2023 and a 29% increase in 2025. He also addressed the impact of manufacturing concentration in the Manaus Free Trade Zone and the outlook for a more sustainable and competitive market.
The program also featured regional case studies, including ColdSmart ProSHOP in Peru, MDI Elevator, Cozy Cool in Venezuela, and post-sales service enhancements in Mexico. Laurent Ropain introduced initiatives from Brasil Midea Club, which includes 22,000 registered installers, 16,000 certified professionals, and over 35,000 recorded installations. He also presented Midea Service Master, a training and loyalty platform offering free certifications and a points-based rewards system.
To close the summit, Carter Yang, RAC LATAM Sales Director, presented division results and a goal to increase sales by 20% by 2027. Tim Xie, MBT LATAM Sales Director, outlined Midea’s plan to reach third position in the region’s Building Technologies market through channel expansion, improved technical services, and marketing investments.
The Midea HVAC Latin America 2025 Partner Summit is part of the company’s regional growth strategy and is the second edition of this strategic planning and partner engagement event.