The best of Dinheiro 2022
Whirlpool, an American manufacturer with US$ 22 billion in sales, has been operating in Brazil for 65 years and invests in innovation, people and sustainability.
Many mother brands end up not being known by their name, but by the portfolio they bring to customers. This is the case of the Whirlpool Corporation, owner of Brastemp, Consul, Kitchen Aid, Acros, Maytag, Jenn-Air and Eslabón de Lujo, important names in the Brazilian market and in the world, which make up the US$ 22 billion worldwide turnover of company in 2021. Who leads the giant here is João Carlos Brega, chairman of the Board of Directors of Whirlpool S/A and vice president of Whirlpool Corporation. He says that, even with the pandemic, 2021 was a year to keep investing. “We invest 3% to 4% of our revenue in innovation, regardless of the economic scenario,” he said.
Innovation that, for the executive, is in the company’s DNA and governs the strategy of understanding the real needs of the consumer, to continuously improve life at home. For this, an immersion in the habits of Brazilians was carried out in order to understand market opportunities, advancing on all fronts, both in product development and in operational processes. There are more than 13 thousand employees in Brazil, with almost 1 thousand professionals dedicated exclusively to Research, Development and Innovation (RD&I). “We develop innovation far beyond the products and our journey is not from today”, said Brega.
“We develop innovation far beyond products, anticipating trends and desires, reinventing life at home and our journey is not from today” João Carlos Brega, Chairman of the Board of Directors of Whirlpool S/A and Vice-Chairman of Whirlpool Corporation.
According to him, the company sees a lot of potential in the local market. “Our confidence in Brazil is confirmed in investments in the country.” In 2021, the company disbursed BRL 240 million here, opening two product distribution centers in the states of Espírito Santo and Paraíba, for faster deliveries to consumers in the regions. In 2022, there were 57% more product technology than last year, totaling the launch of more than 40 models of the Brastemp and Consul brands. “Anticipating trends and desires, reinventing life at home”, said the executive.
Innovation and quality that follow the motto of open innovation and which has been part of the company for over 30 years. One of the examples is the partnership with the technological center of UFSC (Federal University of Santa Catarina), where cutting-edge technology for refrigeration is developed. Another front on this path has been in existence for three years, the INception program, with the purpose of expanding open innovation in the company and leveraging the relationship with startups.
Globally, the company is moving towards meeting Industry 4.0 specifications. “We are focused on making our factories smarter,” said Brega. With digital technologies and agile methodologies, guided by world class production (WCM, acronym for World Class Manufacturing), a manufacturing methodology for operational excellence, Whirlpool has already achieved Silver certifications in the Joinville (SC) and Rio Claro (SP) units. and Bronze in Manaus. It’s been 65 years in Brazil of a company prepared to deal with the difficulties and specific conditions of the country. For the CEO, the brand has never been more relevant than at this time when people stayed more at home. “With the accumulation of household chores, opportunities have opened up for kitchen and laundry products that make routine easier.”
SUSTAINABILITY And as could not fail to happen with a leading company, winner of AS BEST OF MONEY 2022 in the Home Appliances and Electronics segment, consistency of results and innovation are accompanied by a strong ESG agenda. “Investing in people, technology and acting on the ESG pillars are essential aspects for us to grow with safety, relevance and responsibility,” said Brega. On the social side, the initiatives permeate the entire company chain, from product development, through the operation’s methods and processes, to relationships with employees, partners and communities. Whirlpool HR believes in an environment that brings inclusion with diversity. The goal is to unleash people’s maximum potential. And, in the environmental field, for this year and the next, the commitment is to convert 100% of consumption into clean and renewable energy in all units in Brazil, part of an energy efficiency plan that was already being developed.
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