ExpoElevador Brasil 2025: Moving to the Top

Edilberto Almeida opens ExpoElevador Brasil 2025.
Edilberto Almeida opens ExpoElevador Brasil 2025.

The largest VT exhibition of Latin America took place in São Paulo, Brazil, and grew significantly in size and success in this ninth edition.

by Carmen Maldacena, EW Correspondent

Organized by Cardoso Almeida Eventos and sponsored by Revista Elevador Brasil, ExpoElevador Brasil 2025 attracted 4,500 visitors representing most of the Latin American countries: Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, México, Paraguay, Peru, Dominican Republic, Uruguay and Venezuela.

The Exhibition

ExpoElevador Brasil started inauspiciously in 2006 in a small venue, and has kept growing. This year, Pro Magno – Centro de Eventos in São Paulo hosted 120 exhibitors that displayed assorted vertical-transportation (VT) components. The large venue hosted a full house during the three-day exhibition. From May 6-8, elevator professionals of the Latin American VT sector attended this popular meetand- greet event, with Argentine visitors present in large numbers. Cutting-edge products were displayed in large, attractive booths by local and international component manufacturers. Many Chinese companies showed all sorts of components in long rows of smaller booths. Elevator associations and magazines were also present in this area.

Brazilian associations Sindicato das Empresas de Elevadores de São Paulo (SECIESP) and Associação Brasileira das Empresas de Elevadores welcomed the Argentine associations Cámara de Ascensores y Afines (CAA) and Cámara Argentina de Fabricantes de Ascensores y sus Componentes (CAFAC), as well as those coming from Europe: European Federation for Elevator Small and Medium-sized Enterprises (EFESME) and VFA Interlift e.V, promoting interlift 2025.

(l-r): Alea Guillemí, Carmen Maldacena, Luis Maldacena and Fernando
Guillemi

In regards to trade magazines, ELEVATOR WORLD, together with its associate Subir & Bajar, and local publication Elevador Brasil, distributed publications to attendees. A large open auditorium divided into two sectors was an innovative place where numerous lectures were delivered. VT specialists approached a variety of subjects that are quite important for the sector. Every half hour, attendees equipped with headphones could listen to lectures in their own languages.

Topics included:
♦ Codes and Standards and the Evolution of ISO
♦ VT Markets and Commercial Managements
♦ Elevator Lifetime
♦ The Elevator Revolution in Latin America
♦ Crisis Management
♦ Elevator Modernization
♦ Criminal Responsibility in Accidents

Brazilian Elevator Market

It should be noted that big multinational companies are never present in these shows, except for those VT component manufacturers or dealers with branches in Brazil. As from the end of the 20th century when the two big Brazilian manufacturer/installing companies were purchased by Schindler and Thyssenkrupp, the market changed from 90% local to multinational. This situation is nearly the same in all the Latin American countries except for Argentina, where multinational companies represent only 10-15% of the local market.

Fernando Lueje (Wittur)
Sntiago Tentori (ITEEA & CAFAC)
Fernando Guillemí (CAA)
Achim Hütter (VFA Interlift e.V.)
The auditorium at ExpoElevador

AEM-EU Meeting

Asociación de Elevadores del Mercosur (AEM) – Mercosur Elevator Association – was created in 2013 to defend industrialization and the interests of independent elevator companies within the Mercosur commercial block. Member companies based in Brazil and Argentina join together to compete for better conditions on their respective markets. To this end, AEM organized its eighth meeting, AEM-EU, to inform members about the situation of small and medium-sized enterprises (SMEs) compared to the European state of affairs. AEM chair Fábio Becker Aranha and its Argentine Vice President Rafael Cala represented AEM. Europe was represented by Massimo Bezzi, EFESME’s president.

In the encounter, Marcelo Braga, president of the Brazilian Association of Elevator Companies (ABEEL), described the Brazilian market: 6% of the elevator companies control 85% of the local market. This concentration is a serious challenge for SMEs. For example, 76% of the maintenance market represents 200 elevators; 18% is made up of 201 to 600 elevators and 6% are companies with more than 601 elevators. Cala and Marcelo Bellosi (CAFAC) spoke about local standards to protect the local manufacturers. Fernando Guillemí, CAA’s president, described the Argentine VT market: It is the opposite of the Brazilian market because multinational companies control just the 10-15% of the high-rise installations.

CAA President Fernando Guillemí
(l-r): Marcelo Braga (ABEEL) and his translator
(l-r): Rafael Cala and Marcelo Bellosi (CAFAC)
AEM President Fábio Aranha

Edilberto Almeida’s goal is to keep growing the event and attract more Latin American exhibitors. However, his vision of ExpoElevator as the only VT exhibition in the region is real and it presents a privileged scenario, as shown in this eighth edition.

Directora Subir y Bajar

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