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Brazil gains prominence within Electrolux as new Inmetro rules raise requirements for refrigerators and reinforce the search for more economical products
A corporate strategy with significant industrial impact was recently revealed by Electrolux, attracting attention from the Brazilian home appliance market. The company announced that 20% of its executives’ variable compensation is linked to the delivery of products with higher energy efficiency, and this internal policy reinforces the priority given to energy consumption. The measure was detailed by João Zeni, sustainability director of the Electrolux Group in Latin America, during a visit to the company’s factory in Curitiba. On the same occasion, brand representatives explained Brazil’s role as the group’s global design center.
Technical strategy reveals direct focus on energy consumption
Electrolux’s decision stems from a point considered essential by the company itself. According to João Zeni, the brand’s main environmental impact occurs during the product usage phase, as millions of home appliances operate daily in consumers’ homes. Therefore, refrigerators, washers, and stoves have taken on a strategic role in the quest for lower energy consumption. The company claims to be among the brands that deliver the most high-energy-efficiency refrigerators in Brazil. Still, it acknowledges that the market continues to evolve constantly.
New Inmetro label changes criteria for refrigerators
Since January 2026, Inmetro has updated the rules of the National Energy Conservation Label for refrigerators sold in the country. The change eliminated the subclasses A+, A++, and A+++, which previously helped differentiate the more economical appliances. Now, the classification uses only categories A, B, and C, with more stringent criteria for each level. According to Inmetro, products available on the market must be, on average, 17% more efficient than previous models. This new standard increases pressure on manufacturers and makes comparison easier for consumers.
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Electrolux creates filter to highlight more efficient products
In light of the new labeling, Electrolux has implemented a filter on its official website to facilitate consumer choice. With this feature, visitors can view only the products with the highest energy ratings within the company’s portfolio. This measure accompanies the regulatory change and reinforces the brand’s attempt to bring efficiency, technology, and purchasing decisions closer together. João Zeni also mentioned that the agreement between the European Union and Mercosur could accelerate regulatory harmonization and raise efficiency standards in Brazil.
Free recycling expands conscious disposal action
In addition to energy efficiency, Electrolux detailed its used appliance disposal program. Currently, those who purchase a refrigerator, stove, or washing machine directly from the company’s website can request the collection of the old appliance at the time of delivery. The service incurs no additional cost and applies to products of any brand. According to João Zeni, the company collects appliances regardless of the manufacturer. For those not purchasing a new product, the Electrolux website offers the Conscious Disposal section in the footer, with collection points and the option to schedule a pickup.
Brazil gains strength in Electrolux’s global design
While sustainability advances as a priority, Brazil also assumes a relevant role in Electrolux’s global design. Alexandre Neves, senior design manager at Electrolux in Latin America, stated that projects developed in the country are exported to other markets. Professionals trained by the Brazilian team now work at the company’s headquarters in Stockholm, Sweden, and also in Charlotte, United States. This movement shows that the country has ceased to be just a consumer market and has begun to influence global creation decisions. The Electrolux design department in Brazil celebrates 40 years in 2026. In the same year, the company celebrates a century of operation in the country.
Connected services enter the brand’s radar
For the coming years, Electrolux’s focus is expected to go beyond the physical product. Alexandre Neves indicated that consumable accessories and connected services on digital platforms should become important differentiators for the brand. The relationship with the Brazilian consumer tends to involve not only the purchase of the appliance but also digital experiences and continuous solutions. This dynamic reinforces a broader change in the sector, where efficiency, design, disposal, and connectivity work together.
Will Brazilian consumers increasingly prioritize efficient, connected, and sustainable appliances when making a purchase?
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