ExpoElevador 2025, Latin America's largest elevator and escalator fair, took place with great participation at Pro Magno Centro de Eventos in São Paulo, Brazil, from May 6 to 8. The region's most prestigious event, the fair served as an international meeting point, attracting over 100 companies not only from Brazil but also from countries such as the USA, Germany, China, Turkey, Argentina, Chile, and Colombia.

Center for Technology and Knowledge Sharing

The fair brought together a wide range of participants, from manufacturers to component suppliers, maintenance and installation companies, engineers, architects, and university representatives. In this regard, ExpoElevador stood out not only as a trading platform but also as an industry stage for technical knowledge exchange.

One of the highlights was the “Conexão Edifício Eficiente” technical congress, where energy efficiency, AI-based control systems, IoT-supported maintenance solutions, and sustainable building technologies were discussed. Panels addressed critical issues such as accident prevention, maintenance standardization, and modernization.

Global and Local Brands Side by Side

In the exhibition area of the fair, global technology giants such as ZIEHL-ABEGG, Wittur, and VEICHI showcased their latest products, while some local manufacturers found the opportunity to enter the Latin American market for the first time. The participation of Turkish companies such as Eker Makina, Erkan Lift, Kırıker Metal, Aybey Elektronik, Ah&Met Asansör, Butkon, Özbeşler Asansör, Arkel, and Akış Makina strengthened the Turkish elevator sector's presence in the region. Participants held intensive B2B meetings to negotiate dealer agreements and distribution deals.

The Strategic Importance of the Brazilian and Latin American Markets

The active support of institutions such as ABNT and ABEEL, which set Brazil's technical standards, the engineers' council CONFEA, and the Argentine elevator federation CAFAC, made the ExpoElevador a strategic platform in terms of certification and regulation processes.

Brazil, with approximately 450,000 elevators, has the world's fifth-largest elevator fleet and is Latin America's leading market with 12,000–15,000 new elevator installations per year. However, the fact that 60% of existing systems are over 20 years old makes the modernization market the main driver of growth.

Regional Dynamics and Opportunities

• Mexico: ASME standards prevail due to North American influence; US companies are strong.
• Argentina: Modernization projects continue in Buenos Aires despite economic fluctuations.
• Chile: The country most compliant with European standards; Asian and European components are widespread.
• Colombia and Peru: Emerging markets, with demand increasing, particularly for residential and tourism projects.

While global brands such as Otis, Schindler, Kone, and TK Elevator have a strong presence in Latin America, Chinese products, despite offering price advantages, are subject to criticism due to quality and certification issues. This presents significant opportunities for Turkish manufacturers, who stand out for their balance of quality and price.

Roadmap for Turkish Companies

Turkish companies wishing to enter the Latin American market must:

• Prepare technical documentation in Portuguese and Spanish,
• Comply with local certification processes,
• Develop partnerships with local distributors through distribution agreements.

Turkish manufacturers have a strong competitive advantage in energy-efficient motors, smart control panels, hydraulic systems, and aesthetic cabin designs. They can also differentiate themselves with IoT-based solutions and remote access technologies.

Challenges and Considerations

Although the Latin American market offers great opportunities, it also presents some challenges:

• Language and cultural barriers,
• High customs duties on imported products in Brazil,
• Certification differences that vary from European standards,
• Slow bureaucratic processes.

Conclusion: A Challenging But High-Potential Market

ExpoElevador 2025 once again highlighted the growth potential of Latin America's elevator industry. Brazil's extensive elevator fleet, modernization needs, and growing demand for smart systems have made the fair not just an exhibition but also a strategic investment and business development platform.

For Turkish companies, ExpoElevador represents not only export opportunities but also long-term market integration and a new gateway to global competition.