2010 - Embraco

Interview Profile ManagementdifferentialsSustainaBIlityEnergyEffICIencyvalueChaINSoCIalinvestmentInternalPublICMATERIalItyGRIContent7New brandFor us, being leaders in the refrigerationmarket is the result of hard work, commitment,strategic vision and boldnessto innovate. But in the same way thatleadership represents the recognitionfor what we already do, it also presentsitself in the form of a challenge: we needto anticipate trends, be ahead, lead theway and build today the company thatwe want to be in the future.With our new brand positioning, launchedin July 2011, we seek to explain the essenceof this whole process. Each of thevalues of the new brand expresses thedouble idea of potential and challenge,present and future, concrete reality andflexibility for evolution.Delivering Intelligent Performance:We believe in what we do, we understandthe market in which we operateand thereby deliver answers, manytimes to questions that did not even exist.Our intelligence is in the very closerelationship with our customers, in theinnovative solutions that we present, inthe restlessness that makes us moreagile in responding to different needs.Cultivating Passion: We formed a teamof extremely talented people, passionateabout what they do, who have in theirDNA the spirit of winning, the drive toovercome and to innovate. We are proudof what we produce and of the competencethat we find in the midst of somany diverse people and cultures.Shaping the Global Scenario: We areleaders. Restless leaders, who understandthe responsibility of our position.We know clearly that it is us who guideand influence the world market. It is usthat reinvent, that transform ... But ourdifference is that we have an open mindto the new, to cultural differences andthis makes us understand that there isalways plenty to learn.Transcending the Future: Inspired byinnovation, we anticipate trends. Whosaid it is impossible to transcend thefuture? It is with this questioning spiritthat we invest in research and developmentin any economic scenario.The concept of Power to Change is acatalyst for all actions driven by thesefour values: as leaders, we want to mobilizepeople and drive change.The new brand follows the company’sevolution in recent years, at the sametime serving as a reference for what wewant for the future. More than a graphicsymbol, it reflects an evolution of thecompany’s culture and must be presentin everyone’s attitudes.History1971 FoundationIn 1971, Empresa Brasileira de Compressores S.A.– Embraco was created, built in Joinville, a citylocated in the highly industrialized state of SantaCatarina in southern Brazil. Three years later, in 1974,operations began and the first compressors wereproduced. In the first decade, we gave our first steptowards globalization. In 1977, we started exportingcompressors to Peru. A year later, the United Statesand Canada entered the customer list.1980 Technology independenceIn the beginning of this decade, we enteredinto an agreement that would catapult andstimulate our capacity for innovation. In 1982,we established the first technical cooperationagreement with the Federal University ofSanta Catarina. The idea was to develop ourown technology to improve production. In1983, we formed the Research & Developmentarea. These two initiatives enabled, in 1987,for the first compressor with 100% Embracotechnology to reach the market. In this yearwe also participated in the UN’s MontrealProtocol, which seeks to eliminate the useof CFC (harmful to the ozone layer) andopened a sales office in the United States.