Midea Lifts Europe AC Sales Over 70% as Heatwaves Push 40C Temperatures
Updated
Updated · bbc.co.uk · Jul 16
Midea Lifts Europe AC Sales Over 70% as Heatwaves Push 40C Temperatures
3 articles · Updated · bbc.co.uk · Jul 16
Summary
Midea's air-conditioner sales in France, Spain, Germany and the UK rose more than 70% from a year earlier as Western Europe endured its hottest June on record.
The €750 PortaSplit has become the standout product because its portable split design avoids drilling and fits European window rules, helping units sell out and reappear online at double or triple the price.
Rivals are benefiting too: TCL said France sales jumped more than 300%, while Gree reported noticeably stronger demand from first-time buyers as longer heatwaves reshape household spending.
The surge still faces resistance because air conditioning uses 7% of global electricity and accounts for 2.7% of fossil-fuel and industrial CO2 emissions, even as France's utility pledged €80 million for school and community cooling.
For Chinese brands, the boom is also an image shift in Europe, where buyers told the BBC Midea's design and quality challenged older 'Made in China' stereotypes.