LG Electronics showcased what it calls “strategic washers” as well as fridge freezers at the world’s biggest annual kitchen show to appeal to consumers with high-purchasing power.
The Kitchen & Bath Industry Show runs for three days in Chicago, with some 900 manufacturers of home appliances from across the globe.
LG unveiled what it says is the industry’s biggest washer, with a 16.9 square-inch door, while boasting a 4.5 cubic foot capacity, which is a further example of the “mine’s bigger than your’s” marketing that we’ve seen lately. LG says that these products are tailored for American consumers and it is dubious whether or not they will ever be seen in Europe as yet.
Equipped with light-emitting diode bulbs and a cutting-edge dispenser, the consumer-friendly four-door freezer is expected to fuel additional momentum for the company to maintain its current leadership in the U.S. premium fridge freezer market.
LG’s fourth quarter market share in the U.S. freezer segment has slipped slightly to 21.5 percent from the previous quarter’s 23.8 percent, mainly because of the effects of economic troubles in the U.S. which is the world’s largest consumer home appliances market.
“This year’s strategy is to appeal more to premium customers. With consumer-focused products and aggressive marketing, LG will maintain more than 10 percent growth rates in 2008 here,” said Lee Young-ha, chief of LG Electronics’ digital appliance division.