The World's Third Largest Plane Maker & How To Sell To It.

Embraer, one of the world’s largest aerospace manufacturers, is a true emblem of Brazil’s innovation and technological prowess. With a history rooted in the global aviation sector, Embraer has expanded its reach to the commercial, defence, and executive jet markets, making it a prominent player in the aerospace industry. For foreign companies looking to sell to Embraer, understanding the company’s culture, procurement processes, and key business areas is crucial.

This blog explores Embraer’s history, its key business segments, and how foreign suppliers can effectively engage with this Brazilian aerospace giant to build strong business relationships.

The Rise of Embraer: A Brazilian Aerospace Powerhouse

Founded in 1969 by Ozires Silva, Embraer began as a state-owned company in São José dos Campos, São Paulo, aiming to develop aircraft that could serve regional air transportation needs. Over time, Embraer transitioned from a national initiative to an international force, acquiring recognition for its small and medium-sized commercial jets, military aircraft, and executive jets.

Embraer’s journey to becoming one of the top aerospace manufacturers in the world is marked by several key milestones:

• 1970s: Embraer began by producing small regional aircraft for the domestic market. It later expanded its reach to global markets, especially in South America and Africa.

• 1980s-1990s: The company shifted towards manufacturing commercial jets, most notably the ERJ-145 family of regional jets, a model that gained significant market share worldwide.

• 2000s: Embraer made significant strides in expanding into the executive jet market with the acquisition of Eagle Aircraft. The Embraer Legacy series revolutionized the company’s presence in the business jet market.

• 2010s-Present: The company has focused heavily on innovation, producing the E-Jet E2 series (the next-generation regional jets) and advancing into defense and space systems. Embraer also continues to solidify its position as the leader in the regional aircraft market.

Today, Embraer stands as a global player in the aerospace sector, with sales extending across more than 100 countries. As of 2024, it operates in three primary segments: commercial aviation, defense & security, and executive jets. Embraer’s partnership with Boeing, although under review, continues to have a significant impact on its global expansion strategy .

Embraer’s Key Business Segments

1. Commercial Aviation: Embraer’s commercial aviation division is primarily known for its E-Jets series, which have become an industry standard for regional carriers worldwide. These include the E170, E175, E190, and E195, which are used by airlines like American Airlines, JetBlue, and Air Canada. The company’s new E2 series, introduced in the 2020s, features improved fuel efficiency and reduced environmental impact .

2. Defense & Security: Embraer plays an important role in Brazil’s defense industry, designing and manufacturing military aircraft such as the KC-390, a tactical transport aircraft. The company is also involved in several international defense projects and produces radar systems, unmanned aerial vehicles (UAVs), and other technologies .

3. Executive Jets: The company’s executive jet division has also seen great success, with aircraft like the Embraer Phenom 100 and Embraer Legacy series. The company competes directly with leaders in the sector, including Bombardier and Gulfstream .

4. Space and Launch Systems: Embraer is involved in Brazil’s Alcântara Space Center and has partnerships for developing launch vehicles, satellites, and space technology. This division highlights Embraer’s increasing role in space exploration and satellite production .

How UK Companies Can Sell to Embraer

Embraer’s business model is based on cutting-edge technology, quality manufacturing, and a global supply chain. Therefore, selling to Embraer requires a deep understanding of its procurement process, as well as the company’s high standards. Here’s how foreign suppliers can approach selling to Embraer:

1. Understand Embraer’s Procurement Process

Embraer follows a structured procurement process with strict guidelines that must be adhered to by potential suppliers. As a large aerospace manufacturer, the company sources a wide range of parts and services, including engines, avionics, landing gear, materials, composites, and more. The procurement cycle typically involves:

• Pre-Qualification: Suppliers must undergo a rigorous pre-qualification process where they must demonstrate their ability to meet Embraer’s technical, quality, and safety standards. This could involve submitting technical documents, product samples, and compliance with international aerospace certifications (like AS9100 or ISO 9001).

• Supplier Evaluation: Embraer evaluates suppliers based on various criteria, including quality standards, technological innovation, cost, delivery times, and customer support. To stand out, suppliers should highlight their technological capabilities, certifications, and their ability to meet high safety and performance standards.

• Global Sourcing: Embraer is committed to maintaining an extensive supply chain of international suppliers. While local suppliers in Brazil have an advantage, the company actively seeks global suppliers for specialized components. International suppliers should, therefore, be prepared to meet Embraer’s strict delivery timelines and logistics requirements .

2. Key Areas of Supply

Foreign companies wishing to sell to Embraer should focus on areas where the company has active demand, including:

• Aerostructures: Embraer designs and manufactures aircraft structures, such as fuselages, wings, and empennages. Foreign companies with expertise in composite materials, advanced metals, and other aerostructural components should consider collaborating with Embraer on new aircraft models.

• Engines & Propulsion Systems: Embraer’s commercial and military aircraft rely on state-of-the-art engines. Suppliers of turbine engines, auxiliary power units (APUs), and propulsion systems components can find significant opportunities in this area.

• Avionics & Electronics: The demand for advanced avionics, flight management systems, and communication equipment is always high. Companies that provide next-generation avionics technology or components for aircraft cockpits can tap into this market.

• Advanced Materials: Embraer is increasingly using advanced materials such as carbon fiber and other lightweight composites for improved fuel efficiency and performance. Suppliers of innovative materials for aeronautical applications have an opportunity to engage with Embraer’s engineering teams.

• Maintenance, Repair, and Overhaul (MRO) Services: Embraer has a robust support system for its aircraft, offering maintenance and repair services to airlines worldwide. MRO service providers can also find business opportunities here .

3. Engage Through Direct Contact or Distributors

Foreign suppliers looking to approach Embraer can use several avenues:

• Direct Contact: Companies can establish direct relationships with Embraer by attending industry events, trade shows (such as Farnborough International Airshow and Labace in Brazil), and aerospace conferences. Embraer often looks for innovative partners with a global presence and high standards.

• Authorized Distributors: Embraer also works with authorized distributors who can help foreign companies navigate the local business environment and connect with key decision-makers. This is an effective way for smaller suppliers to enter the market and establish credibility with Embraer.

4. Focus on Technology and Innovation

Embraer places a high premium on technological innovation, and this is an area where foreign suppliers can gain a competitive edge. If a company offers unique, advanced technology—whether in aerodynamics, materials science, or propulsion—this will capture Embraer’s attention.

Embraer is always on the lookout for partners who can help reduce costs, improve efficiency, and meet sustainability goals. Suppliers who align with Embraer’s values of innovation and environmental responsibility can create long-lasting business relationships.

5. Navigating Brazil’s Business Environment

When selling to Embraer, foreign companies must also be aware of the local business environment in Brazil. Some key considerations include:

• Language: Portuguese is the official language of Brazil, so it is beneficial to have bilingual employees or translation services when communicating with Embraer.

• Regulations: Brazil has its own set of regulatory standards, which might differ from those in Europe or North America. Foreign companies must ensure that they meet ANAC (Brazilian National Civil Aviation Agency) regulations and Brazilian aviation safety standards.

• Cultural Understanding: Building trust in Brazil’s business culture is important. Brazilians value personal relationships in business, so companies looking to sell to Embraer should invest time in understanding the local customs and norms .

Conclusion

Embraer’s global success in commercial, defence, and executive aviation makes it an attractive partner for foreign suppliers in the aerospace sector. For those wishing to sell to Embraer, the key is to navigate the company’s strict procurement processes while offering innovative, high-quality products that meet international aerospace standards.

By understanding Embraer’s diverse needs across its various segments—commercial aviation, defence, executive jets, and space systems—foreign companies can position themselves to supply valuable components and services. Furthermore, understanding the local Brazilian market, cultural nuances, and regulatory frameworks will help foreign suppliers establish long-term, successful relationships with Embraer. With the right approach, foreign companies can find lucrative opportunities in one of the world’s largest businesses in the aerospace industry.

Embraer’s position as a leader in the global aerospace market offers immense opportunities for suppliers who can meet its exacting standards. However, as with any complex international business, the key to success lies in understanding the company’s culture, operational goals, and its various divisions. Foreign companies must also be prepared to align their offerings with Embraer’s constant pursuit of innovation and sustainability.

Foreign companies seeking to sell to Embraer should focus on maintaining strong communication, understanding the regulatory landscape in Brazil, and developing relationships that are both professional and personal. With a focus on technological advancement, cost-efficiency, and environmental responsibility, Embraer continues to be a formidable force in aerospace—providing immense opportunities for the right suppliers to contribute to its success.

By approaching Embraer with a tailored, innovative offering and a strong knowledge of Brazil’s business culture, foreign companies can position themselves to succeed in one of the most dynamic and influential aerospace markets in the world.