FOCUS BEGINS ON PAGE 1 HIGH-END HVAC SYSTEMS THE H VAC R CONTR ACTOR’S W EEK LY NE WS M AG A ZI NE S I NCE 1926 JUNE 20, 2011 ■ $5.00 ■ VISIT US ONLINE AT WWW.ACHRNEWS.COM ■ fyi ■ ■ How High Will Efficiency Get? By Joanna Joa an nn a R. R T Turpin Of The NE WS Staff INDUSTRY BRIEFS s HVAC products get more and more efficient, the logical ques-tion is what level will they top off at? The laws of physics can limit the efficiency levels of air-source heating and cooling equipment. The laws of economics also come into play, as the cost for each incremental escalation in efficiency can substantially increase the cost of the equipment. That being said, technologies will con-tinue to evolve, new processes will become available, and both will lead to higher levels of efficiency in heating and cool-ing equipment — just how much higher, though, is open to debate. Price Increases Lennox Industries (Dallas) announced a price increase of up to 5 percent effec-tive on purchases made as of Tuesday, July 5, on Lennox residential equipment. Allied Air Enterprises (West Columbia, S.C.) announced a price increase of up to 5 percent on orders placed on or after Tuesday, July 5. A Contractors ■ ■ W.F. Reid Jr. Heating and A/C (Memphis, Tenn.) has been named the top-perform-ing HVAC contractor of 2010 for Ameri-can Home Shield. Source Refrigeration & HVAC (Anaheim, Calif.) board of directors has named Lauren Abrams chief executive officer. FROM HERE TO HIGHER SEER “We are at an all-time high on effi-ciency levels, but there is still room for it to grow,” said Jeff Goss, product man-ager, residential cooling, Rheem. “Today, there are some select air-to-air systems that currently exceed 23 SEER. However, the industry is constantly evolving and adapting new technologies which mean that there are always opportunities to improve upon even the latest technologi-cal innovations.” “We’re not convinced that the energy ■ See HIGH EFFICIENCY page 26 Manufacturers ■ ■ ■ ■ ■ Marvair (Cordele, Ga.) has promoted Thompson Matambo to the position of director of engine-ering. ECR International Inc. (Utica, N.Y.) has appointed David Walsh director of sales for the organization’s wholesale distribution businesses. Super Radiator Coils (Min-neapolis) has named Rob Holt chief executive officer. He also retains his current position as president. Echelon Corp. (San Jose, Calif.) announced that its customer, Siemens Building Technologies division, has sold 1 million LonWorks-based Desigo RXC single-room controllers for improved building energy management. Freeaire Refrigeration (Waitsfield, Vt.) has hired Brad Long as a technical sales-man and product trainer. — compiled by Cherie Preville Technologies continue to evolve and as new processes become available this will lead to higher levels of efficiency in both heating and cooling equipment. High-End HVAC Becomes Harder to Sell By Joanna R. Turpin Of The NE WS Staff T he generous federal tax credits for higher end equipment have been a boon to the HVAC industry for the last two years; indeed, many contractors reported record sales last year thanks, in large part, to the tax credits. However, the landscape is changing now, as the tax credits have been reduced, the economy is still recovering, and prices on equipment keep increasing. Add in declin-ing home values and higher-than-normal levels of unemployment, and many con-tractors are facing larger challenges when it comes to selling high-efficiency units. As Tom Tausche, president, Northstar Heating and Air Conditioning Inc., Evan-ston, Ill., noted, “People are very much keeping their wallets zipped and in place. It has become an issue of dollars and cents, and people are making their deci-sions based upon their pocketbooks. A lot of people are afraid to spend money right now, especially on higher end HVAC sys-■ See HARDER TO SELL page 24 DIGITAL EDITION THIS ISSUE SPONSORED BY: HARDI members believe that a long-term solution to the estate tax is of the utmost importance to protect small and family-owned businesses. — Jon Melchi, HARDI ■ See story on page 10.