Is air conditioning the householder’s next must-have accessory? Growing prosperity and predicted hotter summers could tip the balance. Valliant is one company which is launching into the domestic market. Here Darren Finley, Vaillant’s air conditioning director, explains why
VAILLANT has moved into the ever-expanding market for domestic and light commercial air conditioning.

The company has initially launched two new ranges of high wall splits and ceiling cassette units, which are versatile enough for the majority of domestic and light commercial applications. The ranges have all the features expected in premium air conditioning units: for example, the Climavair high wall range offers quiet operation, a three-level filtration system, dehumidification, de-ionisation and an A-rating energy efficiency label.

But, however good the product, there are other factors that will determine how successfully Vaillant can penetrate the ac market.

While the unitary air conditioning market for commercial applications is relatively mature, the UK's domestic and light commercial market is still in its infancy. With growing prosperity and the predicted hotter summer weather created by climate change, air conditioning is now becoming a realistic and affordable option for many homeowners. Added to that, people are now increasingly familiar with the comfort full air conditioning brings and how easy it is to use, whether it is from staying in an air-conditioned holiday villa, working in an air-conditioned office or from the now almost standard air conditioning option in their cars.

Darren Finley, Vaillant's air conditioning director, explains two of the main ways in which the company will market its products:

'We will, of course, encourage established air conditioning installers to choose Vaillant as it can offer premium products, coupled with top quality service support and training. But we are also planning to use the company's existing heating installer base which has great experience in selling direct to homeowners.

Established air conditioning installers will also benefit from the higher profile for domestic air conditioning as the next must-have household feature and they too have the opportunity to diversify into heating systems by taking advantage of Vaillant's top quality products, training and back up.'

Specialist installation companies have traditionally carried out air conditioning installations for good reasons.

Air conditioning systems require a different skills set for installers, covering expertise in areas such as system specification and sizing, refrigerant handling and high pressure pipeline installation.

Nevertheless, there are some skills common to heating installations such as working with electrical power supply, wall-hanging equipment and pipework and making good any masonry, woodwork or plaster affected by the installation.

While most domestic heating contractors do not yet have the necessary skills and qualifications to handle AC installation, they do have experience in dealing with the demands of householders. Those installers who are looking to diversify will have the opportunity to offer a complete heating and air conditioning package to customers.

Another benefit from diversification is that by combining the two sectors, installers in both should be able have a much more even workflow through the year, instead of having peaks and troughs from season to season.

Vaillant will provide comprehensive training for selected heating and air conditioning contractors who wish to diversify. With five regional training centres, the company will be utilising recognised air conditioning trainers in this endeavour. As well as specific industry skills and safe handling of refrigerant training and examinations, these training centres will also offer in-depth product training for our range of heating and air conditioning products.

A key advantage for Vaillant is its experience in dealing with householders, the most demanding customers of all.

'We have been in the domestic market for more than 100 years and this market requires a different approach compared with the commercial market, where customers are often more tolerant of delays,' insists Mark Richards, technical manager, Vaillant.

'One of Vaillant's key attributes on which it has built its reputation is its service. That level of service will extend to its air conditioning business and all products come with Vaillant quality, backed by a comprehensive two-year guarantee.

'As part of the development, the company has opened a new logistics base strategically located near the M1 at Huthwaite in Nottinghamshire. The aim is for product and parts availability to meet and surpass current industry standards.'

An experienced group of air conditioning specialists has joined the Vaillant team, including: Robert Woods (southern regional sales manager) who joins from Mitsubishi Direct; Philip Caldwell (northern regional sales manager) who used to run his own AC business; and Jason Allen (product manager) who was previously with Haier UK.

Looking to the future, Vaillant's aim is to develop its air conditioning business by introducing more diverse mono and multi-split systems including the introduction of VRF technology in 2007.

Darren sums up Vaillant's philosophy:

'We are one of the first major heating manufacturers to move into air conditioning and as such we can offer end users the complete solution for heating and cooling.

'We do not want to downplay the significant differences between the heating and air conditioning markets. However, to the end user there is a real connection - one type of system keeps them warm in the winter while the other keeps them cool in summer.

'The unitary AC market is extremely competitive with several new players having entered it in the last few years. Nevertheless we are confident the Vaillant reputation for product quality and after-sales service back up will differentiate us from the crowd.'