LG is ready to ride the electrification wave in 2024.

The company on Tuesday announced plans to increase U.S. manufacturing capability and training opportunities and invest $8 billion in research and design and other programs that will boost its competitiveness in an HVAC market that’s moving toward electric equipment rather than systems that burn fossil fuels.

“There are a lot of opportunities out there that are pushing this industry forward,” said Steve Scarbrough, senior vice president and general manager at LG Air Conditioning Technologies USA, during a press conference at the AHR Expo at Chicago’s McCormick Place.

Decarbonization efforts, consumer incentives for efficient HVAC systems, and the increasing versatility, connectedness, and efficiency of the equipment, Scarbrough said, are among the factors that are adding momentum to the electrification movement in the U.S.

In addition to HVAC products like heat pumps, Scarbrough said, the company’s heat-pump clothes dryers, heat-pump water heaters, and induction ranges, plus its ThinQ control platform, can add up to a highly efficient, easy-to-manage smart home that the company describes with the catchphrase “One LG.”

“All these things go together and drive together to create this experience,” he said.

Scarbrough said LG is planning to increase its U.S. manufacturing as a way of strengthening the supply chain, and also open training centers this year in Alabama, Illinois, and Massachusetts to add to the three LG three training centers already in the U.S. The company is also focused on educating consumers about electrification, he said.

“We definitely believe we have the message and we have the right story moving forward,” Scarbrough said.

Sarah Lazarovic, head of communications, creative, and consumer engagement at Rewiring America, a nonprofit that works to further electrification, also appeared at the press conference with an endorsement of LG’s approach.

“I am the ur-heat pump evangelist, said Lazarovic, explaining that she hosts “heat pump parties” in her home to show off its heat-pump system, relying on a friend with a technical background to explain to guests how the system works. So far, she said, 12 of her neighbors have switched to heat pumps.

“The technology is just getting better and better and better,” Lazarovic said.