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Turkish HVAC-R Sector Increases Its Activity in Foreign Markets with Global Communication Strategy - 1

Turkish HVAC-R Sector Increases Its Activity in Foreign Markets with Global Communication Strategy

ISIB, the most significant stakeholder of the Turkish HVAC-R sector on a global scale, organized a press conference on January 17, 2023, regarding the sector’s performance growing with exports in 2022 and the targets set on a global basis in 2023. The meeting hosted by Mehmet Şanal, Chairman of the Board of Directors of ISIB, was also attended by members of the Board of Directors of ISIB and the Audit Board. Delivering the opening speech of the meeting, Şanal stated that they closed the year 2022 with an export volume of 6 billion 680 million dollars with an increase of 7.9 percent compared to the previous year, and that the sector’s exports reached the highest level of all time. Ali Aktaş, Member of the Board of Directors of ISIB, stated in his speech that as ISIB, they have created the global communication strategy of the sector and that they will promote ISIB’s international brand “Turkish HVAC-R” all over the world with the vision of inclusiveness.

Şanal, Chairman of the Board of Directors of ISIB, stated in his speech that although the sector was negatively affected due to the parameter variations in the USD-Euro in the second half of 2022, the ratio of sector exports to imports was realized as 93.5% and continued as follows: “Turkish HVAC-R sector achieved an export increase of 21.5 percent in the Cooling Systems and Components sub-sector, 27.3 percent in Air Conditioning Systems and Components, 8.4 percent in Installation Systems and Components, 10 percent in Ventilation Systems and Components, and 20 percent in Insulation Materials in 2022 compared to 2021. In the Heating Systems and Elements sub-sector, a 7.9 percent drop was recorded. As ISIB, we discussed the reasons for and solutions to this regression in the Heating Systems and Components sub-sector at our Board of Directors meeting. We have noticed that this has been affected by the changes in heating systems in European countries after the Green Deal and due to the Ukraine-Russia war, and we have exchanged ideas on the solution processes for this.
In 2022, the countries with the highest exports were Germany, the United Kingdom, Italy, Russia, and France. The sector’s unit price per kilogram increased from USD 4.63 in 2021 to USD 5.35 in 2022. We observe that our sector’s unit price per kilogram is well above Turkey’s average. This proves that our industry is effective in producing value-added products. In 2022, we increased our market share in European countries, as well as in Central Asian countries, Balkan countries, and African and South American countries, which have potential and where our country does not get as much market share as it deserves.

As for 2023, our biggest goal is to become a sector that generates a foreign trade surplus. In addition, we continue our efforts towards the European Green Deal effectively as a sector. We will develop air conditioning systems to comply with the green deal standards to be set by Europe. This year, in line with the reports from the Foreign Trade Intelligence Center we have established within our organization and the opinions we receive from our exporters, we have scheduled and will implement more than 30 activities ranging from overseas trade delegations, exhibition participation, procurement delegations, overseas education, and B2B meetings. We are organizing a big buyer delegation event for the ISK Sodex Exhibition to be held in late October this year. Our goal here is to bring together more than 500 qualified overseas buyers with our exporters in Turkey. “

Delivering a speech at the meeting, Ali Aktaş, Member of the Board of Directors of ISIB, stated that as the Turkish HVAC-R sector, they produce in a very wide area and added: “We started to work 2 years ago with the idea of how to introduce ourselves abroad as a sector and how to make our sector a global brand. We made a start by bringing the “Turkish HVAC-R” brand, which we use abroad, alongside the communication identity of ISIB. We have also created a global communication strategy. At ISIB, we have determined the core of our global brand as “Inclusiveness”. Accordingly, we now have a guide on what we should do in communication for years to come In line with this guide, we will better position the “Turkish HVAC-R” brand on a global scale and we believe that we will increase the value of Turkish products.”