German based BSH Home Appliances Sdn Bhd, which opened its office in Malaysia last month, is projecting RM50 million sales per annum within the next three to five years.
BSH aims to garner 30 per cent market share of the front-loading washing machines in the country within the period.
Chairman of the board of management and chief executive officer Dr Kurt-Ludwig Gutberlet, who was in Malaysia recently, said the establishment of a local network will extend its market reach and widen the range of appliances offered to the market.
“We are very excited about the growth prospects in the Asia Pacific. Developing countries like Malaysia with thriving economies will create increasing demand for lifestyle products that BSH has to offer,” he told Business Times in an interview.
“BSH wants to develop a leading position in built-in kitchen appliances in the country,” he added. At present, the South-East Asian region contributes about 1.5 per cent to BSH’s total revenue.
BSH offers premium home appliance products like washing machines, dishwashers, tumble-dryers and built-in kitchen appliances.
Tagged from RM2,000 onwards per unit, the group projects to sell up to 4,000 units of washing machines during the first year.
Regional managing director Michael Toedter said BSH is keen to push dishwashers’ demand in Malaysia.
“Although the dishwashers demand in Malaysia is still low, we aim to create the trend by providing an affordable range. We will educate the public on the hygienic aspects of using a dishwasher,” he said.
BSH Bosch und Siemens Hausgerate GmbH, the world ‘s third largest home appliances group, has opened its sixth office in the region in Petaling Jaya.
From Business Times