Since it began operations in 1988 as a marketer until it became the main Mexican brand of air conditioners type minisplit and national number one in sales, the company has stood out for its constant strategic expansion.
To understand how a Mexican company managed to position itself at the top of a highly competitive industry – dominated, mainly by countries such as China, Japan and India – we must know closely its history, its contribution to the market and its evolution over the years.
It is said that “wisdom navigates with wind and time”, and Pedro Dabdoub, founder of Mirage, is the clear example that an entrepreneurial spirit and a future vision are the basis of business success. That inheritance made his son, Pedro Ignacio Dabdoub, give continuity to the dream that began in Ciudad Obregón, Sonora, in 1988, to make him a leading company in the air conditioning industry in Mexico and Latin America.
Pedro Dabdoub, founder of Mirage.
A different business vision
The first step to become the brand that today is the example to follow happened in 1990, a time when most air conditioners only offered the sale of window equipment. It was there that father and son Dabdoub identified an area of opportunity: focusing Mirage’s efforts towards the development of minisplit teams – an air conditioning system that can function as air conditioning or as a heater, and becoming an efficient way to add cooling or heating to specific spaces.
In addition, while others focused on selling through distributors, the company opted for the training of its technicians as an added value. Since the Mirage Foundation, the business model has always had the same base. The objective is to gather, under the same roof, high quality products and a premium post -sales service, in charge of highly trained personnel, to provide excellent experience to end customers at the best market price.
The concept of service is unique and has proven its effectiveness over the years because, currently, Mirage has more than 100,000m² in storage capacity, including the largest air conditioning distribution center in Latin America.
In a constant evolution industry, the opening to change and innovation are fundamental; Therefore, Mirage is drawn as a goal to face the challenges through efficient resource management, as well as creating clear and flexible strategies, based on data analysis and customer needs. Investing in the development of talent and strategic collaboration, for example, are practices that allow it not only to adapt to the needs of the market, but also anticipate and take advantage of new opportunities.
Artificial intelligence as an ally
Mirage recognizes the power and responsibility of molding the future of your business model. Therefore, its robust strategy adds to the constant rate of growth in the demand for technology focused on heating, ventilation and air conditioning, with a result that is projected to offer equipment with the best innovation. Under this premise, the company’s research and development department is dedicated, continuously, to the search for solutions to optimize the experience of its clients. Thus, with the firm purpose of offering products with the highest technology, subject to rigorous quality processes, Mirage has managed to position itself as the first company in Mexico to introduce the new R32 refrigerant gas, the most efficient and ecological market today. This refrigerant stands out for its high energy efficiency and its ability to minimize emissions, reinforcing commitment to the community and social impact.
“Our vision, ability to adapt and commitment to excellence are the main factors that will make a difference against the inevitable challenges.” Pedro Ignacio Dabdoub, president of Grupo Mirage.
In addition, at the initiative of Pedro Ignacio Dabdoub, president of Grupo Mirage, the company expanded its product range by introducing white line components that integrate the same standards of energy saving efficiency of the Magnum exclusive line.
For Mirage, the key to its success lies in flexibility and adaptability; Hence, actively work on sustainable development throughout its supply chain, promoting responsible consumption practices. Proof of this is its technological infrastructure – in which it has made strong investments and developments in the area of business computer science -, resulting in the use of software specially designed for a more efficient administration and to achieve business optimization in a comprehensive manner.
Additionally, it has interactive portals with cutting -edge technologies that provide the final customer, distributors and managerial staff information in real time, online and very easy access. Aware of the relevance of implementing the most advanced in technology, Mirage already operates under automated schemes and artificial intelligence (AI).
Thus, while automation applies mainly to repetitive tasks and predictive analysis, AI is used both to analyze data and to predict or anticipate customer needs and preferences. This allows the company to offer more personalized solutions that enrich the shopping experience.
A company focused on people
Mirage’s key aspect is the development and motivation of your work team; Continuing the philosophy of Don Pedro Dabdoub, the collaborators have been recognized as the most important asset. Consequently, within its business strategy a positive work environment is contemplated and promoted, exercising a safe and inclusive work culture, with equal opportunities for all and in balance between technology and human touch.
Mirage making history
Since its foundation, at the end of the 80s, Grupo Mirage has committed to excellence, making sure that each advance is within its vision: to be the preferred option in the heating, ventilation and air conditioning market. This reflects this timeline built based on the effort and leadership of the company.
- 2001. The project is formally established in Ciudad Obregón, Sonora, strengthening the presence of Mirage in the market.
- 2003. It begins the operation and expansion at the national level, which brought with it the establishment of distribution centers at strategic points throughout the Mexican Republic.
- 2005. Grupo Mirage, a pioneer in their industry, certifies its processes under ISO 9001: 2000, thus implementing a quality system with worldwide recognition.
- 2008. Exponential growth places Mirage on the radar of the most important brands in Mexico, consolidating its organizational structure, and its figure becomes strength as a competitor against transnationals.
- 2010. Marketing is strengthened through a network of distributors and technicians, improving the presence and accessibility of Mirage products in the market. Thanks to the increase in sales, new business schemes are managed, including sale through commercial chains.
- 2012. The development and production of a new business division specialized on white line begins. With the diversification of its catalog, Mirage manages to venture into new markets.
- 2014. The attention network, support and services with the specialized training of more than 25,000 technicians throughout Mexico is consolidated.
- 2016. Pedro Ignacio Dabdouub is integrated into the general direction of the company. His arrival opens the doors to the expansion to South America.
- 2018. The implementation of new product lines such as white line, RVI, Light Commercial and Xtra Multi Inverter arrives, and a new winery in Guadalajara is opened.
- 2021. It is placed as one of the strongest competitors in the global market in air conditioning.
- 2024. The expansion to Latin America begins, marking a new milestone in its history and carrying its air conditioning solutions to an even broader market, with the commitment to continue offering innovative and high quality products.
