ExpoElevador 2018


The seventh edition of ExpoElevador was carried out in the Events Center PRO MAGNO in São Paulo.

By Alejandro Deleón and Lisandro Cingolani Translated by Carmen Maldacena, EW Correspondent
Photos by Carmen Maldacena

The Events Center PRO MAGNO in São Paulo looked its best on September 4-5, 2018, to receive many visitors interested in the latest the Brazilian elevator industry had to showcase. Local and foreign companies exhibited at ExpoElevador’s seventh edition, which was the largest iteration yet with approximately 4,000 attendees, 167 of whom were foreigners.

The whole spectrum of the elevator industry was present: installation and maintenance companies, independent engineers and technicians, corporate directors, builders and students. A set of lectures delivered by members of the AEM (Mercosur Elevator Association) had a positive response. A large audience interested in the development and current situation of the elevator sector in the Mercosur market followed the presentations. This success tempted organizer Cardoso Almeida Eventos to extend the next edition, in 2020, to three days.

Visitors’ Opinions

After a deep and long recession suffered in recent years by the construction market in Brazil, the enthusiasm of the local visitors could be understood as signs of recovery. Attendees were mostly motivated and interested in the industry innovations, trends and standard developments. A change of scenery could be easily perceived. “I have been in the elevator industry for more than 40 years,” Lauro Galdino said, adding:

“This show is very important, not only to learn about the products of the local industry, but also to understand which opportunities we have to create relationships with foreign companies. I have attended other international events in China and Germany, and here we find a well-organized event, and except for the differences in size, we can see all we have to see.”

César Santaella indicated, “This exhibition is very important for me because I have the opportunity to meet several suppliers at just one spot. We are always interested in the innovations showcased by the local and foreign industries. I could contact manufacturers that were unknown to me.” Rafaela Finotte added, “Meeting so many suppliers makes me feel that our technical capacity is growing significantly,” and Siqueira Junior pointed out, “This is my first visit to the exhibition, which resulted in a positive experience, because I discovered that, now, I have many chances to do good business and start strategic alliances.”

Participating Organizations

SECIESP: This elevator entrepreneurial association located in São Paulo has more than 80 member companies distributed all over Brazil, making it the country’s biggest entity in the sector. Moreover, under the concept of “collaborating associates,” the organization brings together and represents the interests of some 400 elevator companies, according to its chair, Marcelo Braga.

CAA (Cámara de Ascensores y Afines), CAFAC (Cámara de Fabricantes de Ascensores y sus Componentes) and CECAF (Cámara Empresaria de Conservadores de Ascensores y Afines): CAA Chair Carlos Carrizo, CAFAC Vice President Rafael Cala and CECAF Vice President Andrés Pozzo represented the strong Argentine elevator associations. Many of their members reinforced the relationship with their Brazilian peers during the event.

VFA-Interlift e.V.: Achim Hütter, president of the German federation/technical entity responsible for Interlift, held biannually in Augsburg, Germany, reported the organization is made up of small and medium-sized companies located in Germany, Austria and Switzerland. It focuses on standards, shows and education. Hütter, together with Interlift Project Manager Joachim Kalsdorf, supported the German exhibitors and visitors.


ExpoElevador’s international status proved the increasing attraction of the Brazilian market by bringing together important international brands that, through branches or representatives, show their interest in this market. German, Turkish, Italian and Chinese exhibitors, together with local companies, were present in over 100 booths, where a wide range of products and services were promoted.

Your authors made a sample listing of companies and their products as they toured the floor:

  • Argentina was represented by two manufacturers: Avaxon, with its load-weighing devices, and Coelpla, showcasing electric cables.
  • The German company Schmersal has been operating in Brazil for years. Here, it focused on its star product, “The Angel,” which is a component designed to rescue passengers in case of power failure. The appealing booth assistant costumed like an angel became ExpoElevador’s most photographed icon.
  • Infolev President Fábio Aranha stated, “The industry is going through a fourth revolution, with the Internet of things (IoT) that can connect nearly everything to the cloud.” A complete array of controllers connected to the cloud were showcased with a wide variety of position indicators and push buttons in the large and attractive booth.
  • The Brazilian branch of Italian elevator machine manufacturer Sicor displayed a new line of redesigned traction machines with modifications that facilitate maintenance.
  • The Brazil-located subsidiary of multinational company Prysmian promoted a range of cables: not only wire conductors, but also cables for electronic use and wire ropes.
  • Iconnect Brasil launched an elevator access control system featured with a smartphone app that can be used by elevator technicians, building managers or building owners. The scanner in the car push-button station and the app graphic design are aesthetically appealing.
  • In addition to GMV LA’s well-known products, its Brazilian branch presented an original swimming-pool stairlift.
  • Wittur Group focused on its Augusta Eco Evo elevator door, targeted at the modernization market in existing residential buildings. This lighter-than-usual door is furnished with the Eco Drive, which is also used in other Wittur door operators.
  • Musca, a new company dedicated to IoT, introduced an interesting product installed in an elevator to remotely control all variables via any equipment connected to the Internet. A powerful software can detect failures, organize preventive and predictive maintenance and coordinate the rescue of entrapped passengers.
  • Japanese company Yaskawa showcased its mature elevator inverter lines and the regenerative braking module R1000 developed for use in any type of elevator furnished with braking dissipative resistors.
  • The global firm Danfoss, in Brazil since 2015, manufactures inverters used by the elevator sector. It showcased a regenerative braking solution.
  • The well-known Italian company Vega has been interested in the Brazilian market for the last six years. It promoted its aesthetically attractive push buttons, produced with modern materials.
  • Based in China and Bangladesh, Ningbo GNL exhibited a wide variety of mechanical elevator components such as wheels and locks.
  • In addition to its consolidated load-weighing devices, the Argentine company Avaxon, which has a branch in Brazil, introduced components to facilitate their assembly, such as new cells for ropes that do not require fixing tools and an extra-thin audio indicator for surface installation.

An Interview With Edilberto Almeida

by Carmen Maldacena

Edilberto Almeida (EA), president of ExpoElevador organizer Cardoso Almeida Eventos, kindly answered your author’s (CM) questions near the end of the show.

CM: How many visitors attended ExpoElevador 2018?

EA: The exhibition was visited by approximately 4,000 people. 167 were foreigners, and we must point out the numerous Argentine visitors.

CM: We noticed many people at the show on both days. Do you think there is a renewed or specific interest in the elevator industry?

EA: With the urban expansion and, consequently, increase of building construction, elevators are becoming more indispensable every day. They are the safest means of transportation and most used after the automobile. I think the new technologies contribute even more to the use of elevators as a transportation element. ExpoElevador is a show that attracts different interests because it brings together manufacturers coming from different countries that showcase high-technology products and services. Furthermore, it is the most important vertical-transportation exhibition in Latin America. This fact makes its importance in this area clear.

CM: We observed the lecture room was a full house on the second day. Are you considering adding more lectures in the next event?

EA: Yes. We intend to offer more conferences, because technical meetings and discussions are very important for the sector.

CM: There were many Chinese exhibitors. Do you think these companies’ market share is increasing in Brazil, or are they betting on a future possibility?

EA: Chinese companies always take part in the international events. Today, they are trying to strike strategic deals with Brazilian companies, build up this relationship and become part of this market. The Brazilian sector is adapting to this new state of affairs.

CM: When and where will the next Brazilian elevator exhibition take place?

EA: The fourth edition of the Lift Road Show will take place on April 4, 2019, at the Mar Hotel Convention Center in Recife, Brazil. It will address maintenance and building companies, elevator contractors, planners, engineers, electrical component distributors and dealers, technicians and students.

CM: Is there any aspect of ExpoElevador you would like to highlight?

EA: This new venue where the show took place was very well accepted by exhibitors and visitors. In each edition, ExpoElevador is consolidating itself as the region’s biggest and most important exhibition in the Latin American elevator industry. As a result of this success, the next ExpoElevador will last three days on July 14-16, 2020, and again be held at the Events Center PRO MAGNO in São Paulo.

Lisandro Cingolani

Lisandro Cingolani

Director at Avaxon SRL.

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