During the Storage, Renewable and Electric Vehicles Integration Forum, organised by Strategic Energy Corp., Albert Torras, Sales Director at Circontrol, emphasises Brazil’s potential as the next key destination for the company, which specialises in solutions for electric vehicle charging and energy efficiency.
With subsidiaries in Peru, Mexico, and Argentina, the company is now looking for commercial partners in Brazil, a country that, according to Torras, represents a “super interesting market, but somewhat closed due to tariff issues.”
Currently, one of the main obstacles identified by the company to entering Brazil is the elevated import tariffs.
This factor, combined with the absence of a consolidated trade agreement between Europe and Mercosur, has delayed its effective entry into the country. However, Circontrol remains hopeful and believes that, once these trade barriers are removed, it could move quickly.
“As soon as we reach an agreement, which we hope will be this year, we would begin looking for commercial relationships with a company to start working there,” says Torras.
The appeal of the Brazilian market is not only due to its population size or economic growth but also its industrial typology and the potential for transport electrification, aspects that Circontrol evaluates strategically.
Strong Competition from Chinese Brands in Brazil
The executive highlights that the company does not compete on price but on added value: comprehensive solutions that go beyond charging.
In this regard, the company aims to combine its expertise in electric mobility with its strength in energy efficiency.
This is a proposal that it considers essential to differentiate itself from Asian manufacturers.
“We are not interested in competing in projects just on price. What we want at Circontrol is to offer the market charging and energy efficiency solutions. The charger is just one part of a broader ecosystem,” he explains.
“For us, Brazil is, by potential and country typology, one of the most interesting, alongside Mexico. We are just waiting for the signal to enter,” he summarises.
As for the countries where Circontrol currently operates in the region, the company remains active in Argentina, although it acknowledges that the market still presents significant challenges.
“There are tariff issues that I hope will be resolved. The market is moving very slowly, not as fast as we would like,” Torras details, although he also stressed that, given its prior presence, implementation in that country would be immediate if conditions improved.
Other eMobility Opportunities in Latin America
Regarding the general landscape in Latin America, the executive identified Chile as the most advanced country in electromobility, followed by Colombia, thanks to its electric bus projects, and Mexico, which stands out due to its proximity to the United States and large population.
In all cases, Circontrol observes three key factors before entering a new market: “The government aspect, connector standards, and tariff issues are the three things that weigh most for us.”
On the latter point, Torras warns that in several countries, tariffs have already been reduced for high-tech equipment related to the energy transition, although he insists that there are still exceptions like Brazil.
In terms of product development, Circontrol seeks to adapt to local needs, including the potential incorporation of GB/T connectors in DC equipment.
These are the connectors used in Chinese-origin electric buses, which are gaining ground in several countries without standardised regulations.
“Chinese manufacturers are entering through bus projects in many Latin American countries. If the country does not have standards, what prevails is the Chinese standard. We have to be there, whether we like it or not,” Torras points out.
The company also recently launched its new range of Sonic chargers, which includes models of up to 400 kW for public spaces, with advanced power management functions.
This technological evolution is part of its strategy to capture integrated projects and not compete solely on price.
With this strategy, Circontrol consolidates its long-term vision in Latin America: not just as a charger supplier, but as a technological ally in the energy transformation of transport.
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