Samsung said on Tuesday (again) it aims to become the world’s largest maker of washing machines in three years, hoping its new power-efficient washers would help it lead the North American and European markets.
Samsung, which has rolled out 11 new front-loading washers for the domestic market, plans to chalk up 8 million units in sales globally this year, compared with about 6 million units last year.
“The bubble washing machine we presented today will be released in North America and Europe soon. With these new models we think we could lead the washing machine industry,” Park Je-seung, head of sales and marketing at Samsung’s home appliance division, told reporters. “Based on our performance so far this year, we think this year’s target is achievable.”
Samsung’s major competitors include Stockholm, Sweden-based Electrolux AB and Benton Harbor, Michigan-based Whirlpool Corp. Electrolux leads the European market while Whirlpool is a leader in the U.S. market for washing machines, a home appliance that needs to be tailored to accommodate different lifestyles in each country.
Samsung forecasts 300,000 sales for its new “Bubble Eco” models this year in South Korea. The company estimates annual demand is 1.5 million washers in the domestic market — 700,000 units for front-loading washers and 800,000 units top-loading washing machines. Front-loading washers are expected to exceed demand for top-loading models in the future, it said.
The new models are designed to reduce the cost of doing laundry by half compared with older products by doubling the amount of bubbles produced from detergent, the South Korean company said in a press release.
New features include a function to launder outdoor clothing and a built-in drier that takes 19 minutes to dry one shirt, Samsung said.
Some models are equipped with an air wash function, which sterilizes and removes odor from clothes without using water, it said. Large-capacity washers can remove dust and germs from comforters and blankets, which are widely used in South Korea in place of beds.
The new models have a loading capacity between 13 and 17 kilograms. The least expensive model is priced at approximately US$900, Samsung said.