In the beginning, the earth was a formless void. The face of the planet was covered in darkness and mechanical level gauges.
But, on a beautiful day 24 years ago, a light was shed on the Brazilian market for level meters. And so began a long partnership between Fluxo and Rosemount Tank Gauging (known as Saab), which started a new era for modern and innovative level gauges, freeing Brazil from outdated measurement technology.
In the old days, level gauges built with floats and servo technology dominated the market. But the monotonous situation was soon changed by the newly introduced radar level gauges, invented by Saab in the late 1970s. Radar technology was new and strange, only daring and innovative customers would consider it. It achieved success first in the marine oil industry and later in onshore applications for tanks in refineries and ports.
Early on, radar units were seen as science fiction devices, using invisible beams, distinctive antennas without the moving parts that are normally associated with level measuring instruments.
They were often difficult sales. Early radar units were large, heavy and quite expensive and early models had to be brought by crane to the top of the large storage tank.
But even with these apparent difficulties, people ahead of their time in several countries around the world saw the potential of this new product line. In Brazil, the Fluxo's founders read an advertisement for the new "Radar Saab", got in touch, and then representatives of the factory in Sweden visited Brazil, and Fluxo, for the first time, in 1988. This was the beginning of a long and prosperous partnership between the current Rosemount Tank Gauging and Flow Integrated Solutions.
Through the excellent efforts of Fluxo's sales and management personnel, soon the first order for the TRL model of the TankRadar system was received. The end user was Copene (now Braskem), which installed the system in 1989. The new system worked very well at Braskem and, in fact, the system works perfectly to this day.
Over the years, the enduring relationship between Fluxo and Rosemount Tank Gauging has completely converted and modernized the Brazilian level gauge market. What was once a mechanical 100% has become dominated by Rosemount radars without contact with the fluid stored in the tank. Today, Flow-Rosemount has 60% market share of level gauge sales, which gives us an exceptionally strong position. The high percentage is obvious proof that Fluxo enjoys high confidence as a provider of solutions for customers in Brazil.
With a product with a long useful life, demonstrated by the example of Braskem, in addition to long sales cycles, having a long-term objective is extremely important for activities in the market. The relationship with customers is expected to last for many years and is maintained by long-term personal relationships. This is a very important issue for success in the level meter market. Fluxo has been excellent in this regard and has prioritized the need to maintain a lasting relationship with customers. As a result, the business rose from zero to today's leading position. Sharing long-term goals has become beneficial for both Fluxo and Rosemount and has provided the basis for competitive advantage in the Brazilian market.
Over the years, Fluxo has provided increased sales on all the different TankRadar models supplied by Rosemount Tank Gauging. From the first TRL models to the TRL/2, Pro and Rex. The Rex product became extremely successful at Petrobras. Fluxo has made it possible to install Rex in thousands of storage tanks at Petrobras refineries, making Rex the first choice in level gauges and overfill prevention. Recently, the newly released fourth generation of Raptor radar level gauges has gained remarkable results and is rapidly replacing the Rex models as a first product.
New technologies are always received very well and very quickly by the Brazilian market. As a current, emerging market with many new projects, cutting-edge technologies are proving extremely successful, such as Rosemount Tank Gauging's recent Wireless Level Gauge.
After Saab was acquired by Emerson in 2001, Fluxo continued to drive the growth of the level gauge business in Brazil. Emerson soon recognized Fluxo's great potential as a local business partner. As a result of having Fluxo as a conduit for different product lines in addition to level gauges, Emerson has experienced great business growth.
The long relationship between Fluxo and Rosemount Tank Gauging turned into a thriving marriage. A lot of trust, customer focus and sharing a long term vision has strengthened our existence in a very positive way. We will certainly go to great lengths to ensure that this more than pleasant cooperation is maintained, so as to continue this thriving partnership for many years to come!
Johan Sandberg is a Master of Electronic Engineering and Global Sales Manager for Rosemount Tank Gauging. He has worked in various areas of measurement technology, having dedicated himself, for the last 25 years, to level gauges based on radar, both for marine applications and for use in refineries and tanks in ports.