Environment

Energy Crisis in Brazil: Higher-Efficiency Motors in Demand

As utilities throughout the world struggle to keep pace with ever-increasing energy consumption, a whole new market for energy-efficient motors in consumer products is emerging. In May, a severe energy crisis in Brazil prompted a government-mandated rationing program that ordered every household in the nation to cut energy use by 20 percent. As consumers unplugged and adjusted their definition of convenience, sales of washing machines, dishwashers and other everyday appliances plummeted.

Multibrás, Brazil's largest home appliance manufacturer, saw its sales drop 30 percent in June, following the mandated rationing. It is now hoping consumers will plug back in with its new line of energy-efficient models. Multibrás is urging consumers to trade in their older, power-guzzling appliances for newer models they claim can yield energy savings of as much as 30 percent annually. The company has also committed to upgrade their entire product line to meet the requirements for the government's seal of energy efficiency within the next two months.

Selling efficiency is a concept being echoed throughout Brazil during this crisis. A recent article in The New York Times quoted Paulo Saab, president of the Brazilian National Association of Manufacturers of Electroelectronic Products (ELETROS) as stating, "Products in Brazil have evolved technologically over the past several years in such a way that they already save a lot of energy. We are trying to show the consumer that he can still buy products and help the country by not paralyzing the economy."

Washing machines, for example, were traditionally equipped with low-cost, and consequently, inefficient motors. Therefore, appliance manufacturers have had to re-engineer their machines and move to new motors for improved efficiency in order to satisfy consumer concerns.

Preliminary data from efficiency tests on motors with a copper rotor indicate they easily surpass the most energy efficients motors available today (see Update, Vol. 1), according to Dr. John Cowie, vice president for sheet, strip and plate products for the Copper Development Association and project manager of the die cast copper motor rotor project. He said, "When the new, copper motor rotors become available, appliance manufacturers will be enabled to achieve much greater levels of electrical energy efficiency much more easily."

Meanwhile, The New York Times says the Brazilian energy crisis continues to worsen with some states forced into a four-day work week because they cannot reach government-set goals for energy savings. And, Dr. Cowie says that given a steady increase in electrical energy consumption on a worldwide basis, with production barely keeping pace, energy efficient products should see an increase in consumer demand. "The copper motor rotor," he says, "can be a significant factor in delivering the energy efficiency and cost savings that consumers are seeking."