Aironn Exceeds Export Targets

Aironn Havalandırma A.Ş. has become one of the leading players in the global ventilation sector. The officials of Aironn A.Ş., a source of pride for the Turkish HVAC&R sector due to the tenders it has won in international markets, shared its journey in foreign markets with our readers...
Aironn's Strategic Export Path to Compete Globally
Aironn was founded as a specialized company in fan engineering, aiming to become a successful player in global markets. To achieve this, we quickly established a strong market presence in several countries, particularly in the CIS, and participated in significant projects there. About three or four years ago, we developed a strategy.
Within this framework, Europe was one of the markets we wanted to enter. In fact, we have taken significant and successful steps in this process, attracting attention and becoming in demand. As a result of our intensive efforts towards exports, our export volume has increased steadily each year. Each year, we have raised our target for the following year because we recognize our potential and know it can meet a much larger foreign market demand.
Our Journey to the Global Market; New Countries and Opportunities
We currently export to more than 50 countries. According to United Nations records, there are 208 countries in the world, including the Vatican and Palestine. So we still have a long way to go and new markets to enter. Of course, it is not very easy to enter a new country's market. For example, when we first entered European markets, we realized that there can be stereotypical prejudices when we say “Made in Türkiye”. In other words, the product is not evaluated by its qualities, independent of its country of origin. As such, the effort you need to exert increases. But there is sympathy for our country in the Turkic Republics. It is much easier for us to gain ground in the markets of these countries.
The importance of engineering and useless competition
We strongly believe in the power of our engineering infrastructure. Unfortunately, engineering is not highly valued in our country, except for certain projects with high prestige. Therefore, we are only involved in certain elite projects in Türkiye. We want to take part in markets and projects that value engineering. We do not want to engage in “destructive competition” that will hinder the sustainable development of companies. If a product group is sold at almost “kilo price”, we want to stay away. Therefore, our market priority is Europe for now. Wherever the right, strong engineering is valued will be Aironn's primary market target.
Because in our business, we provide a technical service before the sale of the device, becoming part of the project on the engineering side. This allows us to present ourselves better and demonstrate the quality of our service and equipment. After every successful job, we may be called for a mega project that hasn't even reached the excavation stage. We can start working with excavation fans and continue with tunnel and subway fans. There are very few companies in Europe that specialize in tunnel and subway fans, and we can say that Aironn has established itself as one of them.
The Key to Market Entry in Target Countries: Strategic Collaborations
Our priority is to establish strategic business relationships with the organizations we have identified in the target country markets, regardless of business scale. On April 16-17, 2024, we sponsored the 12th International Conference Tunnel Safety and Ventilation Conference and Exhibition (12th International Conference Tunnel Safety and Ventilation), organized by the Institute of Thermodynamics and Sustainable Propulsion Systems at Graz University of Technology, Austria and supported by international authorities. In this prestigious event, we took our place among the people and organizations that are considered authorities in the field of tunnel safety and ventilation, and we attracted great attention by taking a strong stance. Afterwards, many important visits were made to our factory and we started working on important projects in this process.
We are especially consulted on issues that require technical solutions. Recently, in a project involving American consultants, we were asked to prepare detailed reports on escape plans and their compatibility with CFD analysis. We successfully completed and presented this work, which took about two years, and received an invitation for another project of the same company.
We are very happy that we have become a company that is invited to tenders for large-scale subway and tunnel fans from Northern Europe, a region known for its high standards, Denmark and the Netherlands. Recently, the removal of trade barriers in Saudi Arabia has allowed us to overcome our borders in this market and accelerated our work here, enabling us to make steady progress.
Of course, there is also a significant moral satisfaction involved. It motivates us to see that some participants, who initially approached us with prejudice, thanked us at the end of the meeting, having changed their views. Additionally, it is rewarding to elevate Turkish engineering to a respected position. The joy of crossing not only geographical but also mental boundaries is another aspect.
The foundations of our trust: Our Engineering Infrastructure and R&D Investments
At this point, our infrastructure and R&D investments are of great importance. We are the only company in Turkey that conducts reliable, internationally recognized real factory tests. Our AMCA accredited test laboratory is one of the few examples in the world. Professionals who come to our factory and see our test laboratories are sure of the quality of the devices they will buy after the service they receive.
We are progressing step by step to become a reliable and powerful brand of “fan engineering” in the global market.
Today, the global fan market is valued at 44 billion dollars. Our forecasts suggest it will grow to 60-70 billion dollars by 2030. In terms of market size, America is in the lead, followed by Europe. As we set our strategic goals, we focus on global market demands and expectations for our R&D and marketing efforts. We have successfully challenged stereotypes in Europe, particularly in tunnels and infrastructure. While Spain has a strong presence in fans, we are receiving tender offers, which shows that we have established ourselves. We recognize that we are becoming a recognized brand in some countries and that we are on the right track.
We have broken prejudices, we will overcome any obstacles
Companies in Europe, such as those in Sweden, Switzerland, and Germany, were very nationalistic. They preferred not to import brands from outside their countries, and their governments supported this stance. While we do not have this issue, Europe operates with a “Liberal Economy.” In our interviews, they acknowledge, “Your quality is good, your engineers are good,” but “foreign” options are not favored in government policy. They insist, “If you are going to provide service, your service personnel must speak German.” Technical knowledge is consistent across different regions. With artificial intelligence, you can communicate in various languages simultaneously. However, when attempts are made to complicate working conditions, we find ways to overcome these challenges. If necessary, we will open an office in that country or establish a business partnership with a local company. What we want to convey is that we are a competitive player in global markets, and we are utilizing all available resources to advance on this path.
Artificial Intelligence accelerates the development plans of businesses
As Aironn, we have included artificial intelligence in all our processes. When we established Aironn, we first created the R&D department, and now we are trying to introduce artificial intelligence into the company culture. Aironn has always worked on advanced technologies in the global arena and made a claim. Our desire is to be a source of pride for our country with our success in this field.
We will soon announce new International Certificates. We have the ambition and energy to meet any demand. We strive to provide the best engineering solutions that "create value" and make a difference. We understand that raw materials, engines, and sheet metal are similarly priced everywhere. The distinction lies in the added value provided by engineering.
How does Aironn approach the market?
As technology advances at full speed and the concept of “dark factories” becomes widespread, Aironn aims to produce “more added value with less resources”. Because although “quantity-based production” seems to have an economic value, in the new millennium, “knowledge that will turn into real benefit” will carry companies into the future.