New Zealand Edition 3 Fujitsu
THE MARKET Fujitsu General New Zealand Limited (FGNZ) has been at the forefront of New Zealand’s air conditioning/heat pump market since 2000. In fact, it was Fujitsu that first developed New Zealand’s demand for heat pumps as home heaters, and, as the leading specialist heat pump brand, has been the pacesetter in sales, product innovations and industry initiatives. The New Zealand heat pump/air conditioning market divides into two segments – domestic heat pumps, and commercial air conditioning. Both segments are extremely competitive, with well in excess of 50 brands competing in the relatively small New Zealand marketplace. However, demand continues to remain strong in the domestic market with continued consumer awareness of the convenience and energy efficiency of heat pumps for heating, while the commercial market is also growing strongly – with impetus from accelerating economic growth in Auckland, and the rebuilding of Christchurch. ACHIEVEMENTS Fujitsu General New Zealand has pioneered many product and service innovations in New Zealand. In fact, FGNZ is acknowledged as the single company to recognise and develop the heat pump heating market by promoting the energy efficiency, convenience and resulting comfort of heat pumps over the more traditional forms of home heating. FGNZ innovations include: • Introducing New Zealand’s only accreditation scheme for installers – setting the industry standard for install workmanship, to ensure professional installations and the best possible consumer experience • Achieving, then maintaining its position as industry leader in energy efficiency, with more ENERGY STAR® qualified heat pumps than any other brand • Pioneering the R32 thermodynamic refrigerant system in New Zealand, thereby further increasing overall energy savings, as well as improving the environmental effect of air conditioners and heat pumps • Developing and marketing the world’s first ‘self-cleaning’ filters • Helping in the development of the PebbleAir® smartphone control • Offering New Zealand’s longest warranty. 6
The Fujitsu General J-II (and J2S series) brings total flexibility and energy efficiency for large homes to medium commercial buildings.
The Fujitsu General Airstage V-11 and VR-11have set new benchmarks in efficiency and control for large buildings.
HISTORY Fujitsu General was founded in 1936 as Yaou Shoten Ltd. The company initially designed and manufactured consumer electronics. Fujitsu General’s breakthrough in air conditioning came in 1972 when the company introduced the first ever ‘cassette’ air conditioner: the ‘Min Min’. The product was so hugely successful that the company could barely keep abreast of demand. It was then that Fujitsu General changed direction to concentrate on the development and manufacture of air conditioning. Fujitsu General New Zealand was established in 1998 to distribute and market air conditioning to the Kiwi market. Starting with a turnover of NZ$8 million in its first year, the company set about creating ambitious
expansion plans, injecting a new enthusiasm for air conditioning as highly efficient heaters in New Zealand, thereby creating high demand for ‘heat pumps’ in the domestic market. The company has grown 500% in the past decade, expanding its leadership in the domestic market while introducing innovative commercial products designed to introduce better control, energy efficiency and ease of use into New Zealand’s commercial air conditioning market. THE PRODUCT The company earned its reputation as industry product leader and innovator in the domestic market by introducing a series of product breakthroughs such as self-cleaning filters, human sensors, UV air filters for a healthier environment
and a smartphone app that allows the user to control their air conditioning when they are away from home. In 2014, Fujitsu General New Zealand pioneered the R32 refrigerant thermodynamic system, which is more energy efficient than previous air conditioning systems, as well as having significant environmental benefits, with reduced GWP (global warming potential) and zero ozone depletion. Now the company is using its specialist knowledge and research facilities to deliver a top-end range of advanced commercial systems, designed to meet the diverse needs of all businesses, from light commercial to large buildings. RECENT DEVELOPMENTS While maintaining its position as innovation leader in the domestic market, Fujitsu General has more recently introduced new levels of control and efficiency across all commercial applications, from the first ever ENERGY STAR® ducted systems for light commercial, to the popular Airstage J-II series for medium commercial buildings, and the brilliant, large capacity Airstage V-II, VR-II series and energy recovery products for the large building. These products all fulfil the Fujitsu General credo of providing the best possible energy efficiency, ease of use, advanced control and highest quality.
PROMOTION FGNZ has always led the field in traditional promotion through the recognised media of television, print and online advertising. However, the company also places high importance in being a valued part of the New Zealand community. As a result, FGNZ supports the concept of ‘business serving the community’ by lending a helping hand in number of areas that help protect the Kiwi values of home and family. This has led to Fujitsu donating a heat pump for every Habitat for Humanity house that is built, partnering the Neonatal Trust to provide help and education to parents of premature babies, and supporting Asthma New Zealand in its objectives to educate and provide practical support for sufferers. FGNZ sponsored the motor neurone disease Walk 2 D’Feet MND national event in September 2015, to provide research funds to find a cure for this devastating disease. BRAND VALUES The Fujitsu General brand in New Zealand has become synonymous with energy efficiency and product innovation, delivering products that are designed to enhance quality of life with warm, healthy and energy efficient heating (and cooling) at home and innovative commercial products that will maximise productivity and energy efficiency in the business environment. Stephen Fleming, New Zealand’s longest serving
test cricket captain, is now widely recognised as the Fujitsu General brand ambassador. Stephen is especially respected for his leadership skills and his strong family values, which are exactly consistent with Fujitsu General as New Zealand’s leading specialist heat pump air conditioning brand.
THINGS YOU DIDN’T KNOW ABOUT FUJITSU GENERAL m Fujitsu General New Zealand introduced the first ever ENERGY STAR® qualified ducted air conditioning systems into New Zealand. m FGNZ helped develop the PebbleAir® – a product that enables people to control their home or office heat pumps from anywhere, using their smartphone. m FGNZ is the only New Zealand air conditioning company that will provide a written guarantee of the performance of their products. m FGNZ pioneered the R32 thermodynamic system in New Zealand – significantly increasing air conditioning energy efficiency and reducing impact on the environment. 7
The Fujitsu General J-II (and J2S series) brings total flexibility and energy efficiency for large homes to medium commercial buildings.
The Fujitsu General Airstage V-11 and VR-11have set new benchmarks in efficiency and control for large buildings.
HISTORY Fujitsu General was founded in 1936 as Yaou Shoten Ltd. The company initially designed and manufactured consumer electronics. Fujitsu General’s breakthrough in air conditioning came in 1972 when the company introduced the first ever ‘cassette’ air conditioner: the ‘Min Min’. The product was so hugely successful that the company could barely keep abreast of demand. It was then that Fujitsu General changed direction to concentrate on the development and manufacture of air conditioning. Fujitsu General New Zealand was established in 1998 to distribute and market air conditioning to the Kiwi market. Starting with a turnover of NZ$8 million in its first year, the company set about creating ambitious
expansion plans, injecting a new enthusiasm for air conditioning as highly efficient heaters in New Zealand, thereby creating high demand for ‘heat pumps’ in the domestic market. The company has grown 500% in the past decade, expanding its leadership in the domestic market while introducing innovative commercial products designed to introduce better control, energy efficiency and ease of use into New Zealand’s commercial air conditioning market. THE PRODUCT The company earned its reputation as industry product leader and innovator in the domestic market by introducing a series of product breakthroughs such as self-cleaning filters, human sensors, UV air filters for a healthier environment
and a smartphone app that allows the user to control their air conditioning when they are away from home. In 2014, Fujitsu General New Zealand pioneered the R32 refrigerant thermodynamic system, which is more energy efficient than previous air conditioning systems, as well as having significant environmental benefits, with reduced GWP (global warming potential) and zero ozone depletion. Now the company is using its specialist knowledge and research facilities to deliver a top-end range of advanced commercial systems, designed to meet the diverse needs of all businesses, from light commercial to large buildings. RECENT DEVELOPMENTS While maintaining its position as innovation leader in the domestic market, Fujitsu General has more recently introduced new levels of control and efficiency across all commercial applications, from the first ever ENERGY STAR® ducted systems for light commercial, to the popular Airstage J-II series for medium commercial buildings, and the brilliant, large capacity Airstage V-II, VR-II series and energy recovery products for the large building. These products all fulfil the Fujitsu General credo of providing the best possible energy efficiency, ease of use, advanced control and highest quality.
PROMOTION FGNZ has always led the field in traditional promotion through the recognised media of television, print and online advertising. However, the company also places high importance in being a valued part of the New Zealand community. As a result, FGNZ supports the concept of ‘business serving the community’ by lending a helping hand in number of areas that help protect the Kiwi values of home and family. This has led to Fujitsu donating a heat pump for every Habitat for Humanity house that is built, partnering the Neonatal Trust to provide help and education to parents of premature babies, and supporting Asthma New Zealand in its objectives to educate and provide practical support for sufferers. FGNZ sponsored the motor neurone disease Walk 2 D’Feet MND national event in September 2015, to provide research funds to find a cure for this devastating disease. BRAND VALUES The Fujitsu General brand in New Zealand has become synonymous with energy efficiency and product innovation, delivering products that are designed to enhance quality of life with warm, healthy and energy efficient heating (and cooling) at home and innovative commercial products that will maximise productivity and energy efficiency in the business environment. Stephen Fleming, New Zealand’s longest serving
test cricket captain, is now widely recognised as the Fujitsu General brand ambassador. Stephen is especially respected for his leadership skills and his strong family values, which are exactly consistent with Fujitsu General as New Zealand’s leading specialist heat pump air conditioning brand.
THINGS YOU DIDN’T KNOW ABOUT FUJITSU GENERAL m Fujitsu General New Zealand introduced the first ever ENERGY STAR® qualified ducted air conditioning systems into New Zealand. m FGNZ helped develop the PebbleAir® – a product that enables people to control their home or office heat pumps from anywhere, using their smartphone. m FGNZ is the only New Zealand air conditioning company that will provide a written guarantee of the performance of their products. m FGNZ pioneered the R32 thermodynamic system in New Zealand – significantly increasing air conditioning energy efficiency and reducing impact on the environment. 7
