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Daikin, Global Leader in Luxury Air Conditioning, Tests Subscription Model in Brazil Already Used in Africa, with Low Monthly Fee, High-Efficiency Units Up to 50 Percent More Expensive and the Promise of Saving Energy, Reducing Emissions, and Expanding Access to Thermal Comfort in New and Used Homes Across the Country.
Daikin is studying the introduction of a novel air conditioning subscription model in Brazil, inspired by a program already operational in African countries. The Japanese multinational, a global reference in climate control, wants to leverage the Daikin brand to convince consumers to pay an affordable monthly fee for high energy efficiency equipment, which currently costs 30 to 50 percent more than the market average.
In Africa, in countries like Tanzania and South Africa, the customer pays around 5 dollars per month for five years and, at the end of the period, decides whether to pay the residual amount to keep the unit or to terminate the contract, returning the equipment to Daikin. In Brazil, the company is still crafting the model, but the logic is similar: the consumer bears the installation costs, experiences the comfort of lower energy costs, and over time, chooses whether to convert the subscription into a permanent purchase.
Daikin Wants to Sell Comfort Instead of Equipment
Daikin’s strategy in the country is clear. Instead of competing solely on price in stores, the company is attempting to reposition air conditioning as a thermal comfort service, rather than just an expensive durable good.
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Roberto Yi, president of Daikin Brazil, argues that the differentiator lies in a combination of technology, energy efficiency, and quality of installation, factors that, according to him, justify the higher price compared to competitors like LG, Midea, Gree, TCL, Elgin, and Philco.
Currently, Daikin units produced at the Free Trade Zone in Manaus reach consumers at prices up to 50 percent higher than traditional models, precisely because they incorporate solutions that reduce energy consumption.
The official line is that what is saved on electricity bills over the years compensates for the higher initial investment, especially in a scenario of increasing heat and greater use of climate control in Brazilian homes.
Subscription Tested in Africa Inspires Plan for Brazil
The African project serves as a laboratory that underpins the design of the subscription model for the Brazilian market. There, Daikin learned to scale the model with low monthly payments, long-term contracts, and an option to purchase at the end, lowering the entry barrier for families who couldn’t afford to pay upfront for more sophisticated equipment.
In the Brazilian case, the company is still assessing the appropriate monthly fee and which housing profiles could be prioritized, such as new apartments, homes in very hot regions, or properties already facing high energy bills.
The idea is for consumers to practically experience the difference of a premium Daikin air conditioner compared to basic models, sensing both the thermal comfort and the impact on their electricity bills before making the final purchase decision.
High Price, Lower Electricity Bill, and a Huge Market to Capture
Daikin’s bet occurs in a market with huge growth potential. Today, only 2 out of 10 Brazilian households have air conditioning, which, in the company’s view, highlights the size of the opportunity.
Studies cited by Roberto Yi indicate that sales of residential units could quintuple by 2035, driven by more frequent heat waves, urbanization, and the advancement of the middle class.
In this horizon, Daikin Brazil aims to increase its current volume share from 4 percent in the residential segment to 20 percent.
The subscription appears as a tool to accelerate this shift, allowing more consumers to test Daikin premium equipment, considered expensive when compared to the national average price but more economical in daily electricity use.
Daikin, Global Leader in HVAC, Focuses on Cost and Climate
Globally, Daikin is already the world leader in HVAC, expecting sales of around 26.42 billion dollars in 2024, ahead of rivals like Midea and Gree. This global scale translates into the capacity to invest heavily in research and development.
In recent years, the company has allocated over 2.7 billion dollars to new energy efficiency solutions, including the development of the refrigerant fluid R 32, which reduces environmental impact and electricity consumption.
The company also presented, at COP 30 in Belém, climate control systems for large buildings capable of reducing electricity consumption by up to 40 percent, according to internal tests comparing Daikin’s solution with traditional ventilation and air conditioning methods.
This type of technology is central to the brand’s messaging, positioning it as part of the solution to decarbonize buildings, which are responsible for a significant share of global greenhouse gas emissions.
Daikin in Brazil: Concept Stores, Large Projects, and Focus on Efficiency
In Brazil, Daikin initially built its reputation in the corporate and large project market, providing climate control solutions for buildings like the Eldorado Business Tower and the new Ipiranga Museum in São Paulo, as well as hospitals from the Rede D’Or and stadiums like Vila Belmiro and Mané Garrincha.
These contracts helped solidify the brand as a reference in complex climate control solutions.
To gain ground in retail and reach residences, Daikin is investing in 31 concept stores across 16 states, operated by installation partners who undergo intensive training at the company’s centers in São Paulo, Rio de Janeiro, and Salvador, with a new center planned for Belo Horizonte.
In these stores, the focus is to show consumers that a well-climatized environment is different from simply a very cold environment, reinforcing the message of comfort and efficiency.
Technology, Connectivity, and Generation Z on Daikin’s Radar
The strategy for 2026 also encompasses digital technology and connectivity, aligned with Generation Z’s expectations. Daikin wants its units to engage with consumers’ connected lifestyles, offering features such as automation, remote shutdown via mobile, and cloud data collection to understand usage patterns, optimizing performance and saving even more energy.
According to Roberto Yi, the company is already utilizing robots and automation in factories and is now working to bring this level of sophistication to the end-user, transforming the Daikin air conditioner into a connected, smart product aligned with consumption reduction goals.
This combination of technology, efficiency, and service forms the tripod that sustains the idea of a long-term subscription model in Brazil.
High Selic Rate, Scarcity of Labor, and the Challenge of Growing More
The Brazilian macroeconomic landscape presents obstacles for Daikin’s plans. The high Selic rate increases the cost of credit and limits both companies’ working capital and property financing, directly affecting the installation of air conditioning in new housing units.
At the same time, the company is facing a shortage of skilled labor, even for basic functions, making investment in training centers and installer networks even more strategic.
Despite the challenges, Daikin believes that Brazilians’ pursuit of thermal comfort with controlled electricity costs will sustain market expansion.
The company bets that consumers are increasingly aware of the costs of operating an air conditioner over the years and are therefore likely to consider energy-saving solutions more carefully, even if the initial price of the equipment is higher.
In the end, the question that Daikin itself is trying to answer with the subscription model is simple.
Is the Brazilian consumer ready to pay every month for a luxury air conditioner that promises to use less energy and deliver more comfort? And you, would you pay a monthly subscription to Daikin for a more efficient unit at home?
5dolar , 30$ em um produto de referência de alta qualidade pegava fácil
Conceito interessante. Sendo um valor honesto, pagaria sim.
Aparelhos melhores do planeta, porém difícil de encontrar e mais caro, as grandes dificilmente deixarão entrar no mercado…..