– The world’s largest 12 kg-capacity and built-in 9 kg-capacity models
– Created for the North American, European and Asian markets
– LGE is gearing to export one million units by 2003 and two million units by 2005
LG Electronics, the leader in Korea drum washing machine market, has unveiled the latest “TROMM world wide series” drum washing machines, which are being targeted at both Korea and global consumer.
LGE unveiled the new machines on June 25. The new products comprise three 12 kg-capacity TROMM models (WD-R120XH, WD-R121X, and WD-120X) – the world’s largest machines of its kind that can wash thick quilts. The new products also include three built-in 9 kg capacity models (WD-R900FH, WD-R903F, and WD-900F), also the world’s largest machines of its kind.
The expansion of drum machine markets in advanced countries and the trend of bulky appliance capacities have spurred LGE into launching such products. The company is set to penetrate not only Korea market, but also North America, Europe, Russia and Asia.
Since July last year when LGE unveiled the bulky 10 kg-capacity-drum washing machine, the model captured 20% of sales in the large-capacity drum washing machines market. Its market share climbed to 30% in the first quarter of this year, and is expected to rapidly rise to over 50% this year.
In North America, where the 10 kg stick-washing machine (with 27-inch width) prevails, the drum washing machine represented only 5% of the market share in 2001. Its share is expected to rise to 15% in 2003, thus manifesting rapid expansion.
To boost the competitiveness of built-in products in this market, LGE has unveiled the largest built-in 9 kg-capacity product. Now LGE offers consumers a wider capacity range: 6.5, 7, 7.5, 8 and 9 kg.
The built-in drum washing machine in Korea market is rapidly expanding into new and remodeled apartments. Consumers demand bigger built-in sizes, with a 24-inch width. In response to this, the company came out with the 8 kg model.
In Europe, where they boast of 5 kg-capacity models (with a 24-inch width), a growing number of consumers want to have larger-capacity models since these are capable of powerful washing in greater capacities and reduces damage and ruffles in clothing. Demands for over 6 to 7 kg capacity models continue to be on the increase.
In line with such trends, in the rapidly-growing North American consumer base, LGE is poised to intensively penetrate the market. The company is set to market massive numbers of 12 kg and large-capacity TROMM models in the second half of this year. North America has a market size of 7.6 million units. Here, LGE has increased the share of drum models in washing machine sales to over 15% in response to the reinforcing of energy regulations.
Also, by unveiling the 9 kg built-in TROMM models, LGE is set to penetrate the European market in October, with 14 million units. Europe boasts of drum washing machines that follow large capacity and high performance trends. .
On the other hand, LGE analyzed the Asia market where the rotating plate washing machines prevail. These have a market size of over 20 million units. The company confirmed that interest in drum washing machines is ever increasing. Thus LGE will put 9 to 10 kg drum models in this market in an effort at expanding its market share.
According to Yoon Hong-Shik, head of the LGE washing machine division, this year LGE will penetrate the ever-growing drum washing machine markets with new 12 kg TROMM models and existing 10 kg TROMM models. “We will likewise penetrate the booming built-in model market for new and remodeled apartments with 9 kg TROMM models,” he added. “We intend to capture over 70% of the market share in Korea drum washing machine market by marketing 430,000 units.” This is not an impossible task since LGE posted a 65% market share last year.
The “TROMM worldwide series” has many features. They are the world’s largest washing drums, and boast of 10% upgraded washing power compared to its predecessors. The draining power has been upgraded by 60%, thus enabling thin clothes to be worn right after ironing. These machines also feature a 10 degree-inclining washing tank and a 180 degree- open door. They have likewise widened the diameter of the laundry inlet opening to 40 cm, thereby giving more convenience in withdrawing laundries.
The TROMM worldwide series also features automatic drying functions according to laundry volume and kinds of material. They likewise offer low-temperature drying, ironing drying, finishing drying, as well as energy-saving features such as electricity-saving boiling and small-volume laundry.
To completely resolve the problems of noise and vibrations generated by the large 12 kg- capacity motor, the worldwide series have adopted the performance-reinforced direct drive motor system and the triple damping system.
New models feature premium designs, a stainless steel door, chrome-plated menu buttons and a jog dial. The 12 kg TROMM model also boasts of the world’s largest drying capacity (7.5 kg).