Pure style with unsurpassed functionality. Precision engineering at the forefront of technological progress. Innovative thinking that meets the needs of today’s modern consumers. All of this is now available to American consumers, as Siemens launches its signature brand of home appliances through Best Buy stores nationwide and online at www.bestbuy.com.
Hitting stores first are the ultraSense(TM) laundry system, xTronic(TM) convection ranges and Siemens dishwashers. Delivering advanced technology and pure European style, the new Siemens appliance line is designed to meet the needs of today’s discerning, modern and expressive consumers.
“Consumers who will be attracted to the Siemens brand are people with a strong sense of personal style and a passion for advanced technology,” says Siemens Director of Brand Marketing Michael Bohn. “They expect the style, functionality and performance of their products to reflect their modern mindset.”
“Best Buy is very excited to be the first retailer to offer this exciting new line of major appliances,” added Lisa Smith, Best Buy business general manager for Home Essentials. “We’re focused on bringing our customers solutions that fit their specific lifestyles. Siemens home appliances are a perfect fit for people who want unique style combined with innovative technology and performance.”
Unique Brand Support
Launching the global brand in the United States, Siemens is putting major marketing efforts behind the rollout of the appliances. A mix of targeted tactics will raise broad awareness for the brand and position it as the modern alternative to the current appliance offering.
Siemens and Best Buy will jointly promote and position the Siemens brand and Best Buy as the premier source for innovative, “forward thinking” home appliances in a significant television advertising campaign airing this fall.
The targeted tactics with which Siemens reaches its core consumer base of busy, style-conscious, self-confident individuals include a multi-month presence on a major airline’s in-flight programming.
Siemens also places strong emphasis on in-store marketing. Millions of high-tech consumers frequent Best Buy stores, and Siemens uses the opportunity for brand-building directly at the point of purchase.
Best Buy will support the nationwide launch of the Siemens brand through numerous marketing levers, including print advertising, in-store displays, direct-to-consumer promotions and events in key markets around the country.
“If our campaign appears a bit unorthodox, that’s perfect, because at Siemens we like nothing more than to defy conventional wisdom and apply new ways of thinking,” says Bohn. “Siemens’ passion for forward thinking benefits the modern consumer. For example, our target audience is simply not satisfied with laundry systems that treat all textiles as if they were alike. Today’s active, multi-faceted individuals want a laundry system like Siemens ultraSense(TM) that ensures that each of their garments receives the precise individual treatment it deserves, whether it’s functional outdoor gear or a cashmere sweater. With the extended range of fabrics that this system can care for, Siemens ultraSense(TM) lives up to the demands of today’s busy and active lifestyles.”
New Laundry System, Convection Range and Dishwasher
German engineered and American made in Siemens’ state-of-the art facility in North Carolina, the Siemens dishwasher, ultraSense(TM) laundry system and xTronic(TM) convection ranges all reflect the newest advancements in Siemens’ rich history of innovation and precision engineering. From the world’s first frontload washers five decades ago, to the first self-cleaning oven in the 1970s and, more recently, the world’s first fully automatic dishwasher, with innovative features such as hydroSafe(TM), offering superior water damage protection, Siemens has continually been at the forefront of technological progress, bringing ground-breaking, relevant innovations to the market.
The Siemens ultraSense(TM) laundry system offers many features and benefits for today’s modern, active consumers. Features of ultraSense(TM) washers include:
— ultraSense(TM) Intelligence: 15 tailored wash cycles that enable users to effectively and safely wash an extended range of fabrics, from khakis to cashmere and elegant garments to active wear. Each wash cycle is individually monitored and calculated by five digital sensors: loadSensor(TM) and tempSensor(TM) technology that senses load size, water level and temperature needs for superior cleaning results; sudSensor(TM) and hydroSensor(TM) that sense the water quality and sudsing level, ensuring that clothing is completely rinsed and free of dirt and detergent residue; and the equiSensor(TM) that keeps the load balanced.
— threeD(TM) surround wash that features asymmetric paddles, an inclined and ultra-smooth stainless steel drum — creating a unique three-dimensional tumble action that provides clothes with optimal water saturation and ensures more thorough, gentle washing.
— soundCheck(TM) that makes ultraSense(TM) the quietest laundry system on the market. With a stunning noise level of only 60db, customers now can safely put their laundry system in the up-and-coming laundry rooms that are most often situated right next to the sleeping or living rooms, requiring silent operation.
Features on Siemens ultraSense(TM) dryers, available in both gas and electric models, include:
— ultraSense(TM) Intelligence: 15 drying cycles, each individually monitored to guarantee perfect drying results. dynaSensor(TM) technology automatically monitors moisture content and temperature levels to avoid overdrying. A tempSensor(TM) continuously monitors the temperature during the drying process, allowing even cashmere and delicates to be safely dried at constant temperatures.
— threeD(TM) surround-dry dries clothes in a revolutionary way: a combination of high air velocity, asymmetric paddles and an inclined drum shortens drying times and allows for gentler drying with less heat.
— antiCrease(TM) provides intermittent tumbling of clothes for up to three hours after completion of cycle to minimize wrinkles and reduce ironing time.
Siemens xTronic(TM) convection ranges are available in both gas or electric models in either black or stainless steel finishes (a dual fuel option is available in stainless steel). Key features are:
— threeD(TM) surround convection with a unique baffling system and a third heating element (electric and duel fuel models only) that directs air at precisely determined angles. It reduces cooking time by up to 25 percent and cooks food more evenly, allowing cooks to prepare a whole meal at once without any flavor transfer.
— diaLogic(TM) oven control, which makes operation of the xTronic(TM) range easy and intuitive. One single dial gives access to nine pre-programmed cooking modes, delayed time cooking and activeClean(TM) convection self-cleaning, among other functions.
— xxL(TM) oven, cooktop and warming drawer, the widest cavity and cooking surface available in its class, which maximizes usable space and is excellent for oversized cookware and preparing large meals at once, especially during holiday cooking.
— activeClean(TM) convection self-cleaning, which saves users time, energy and money by giving them the option of selecting a shorter clean time. activeClean(TM) also helps eliminate smoke and odor from entering the kitchen during cleaning.
Siemens dishwashers feature:
— hydroSensor(TM) digital sensing technology to ensure superior cleaning with intelligent adaptation to soil level and type. The benefit: water savings of up to 2.4 gallons per wash.
— soundCheck(TM) for extra-quiet operation, with silence ratings ranging from 48 – 54 dB.
— hydroSafe(TM) water sensor mechanism that automatically turns off the machine in the unlikely event of a leak.
— hydroDry(TM) to hygienically dry dishes while saving energy by using the thermal energy from one wash load to dry the next.
— heatSafe(TM) heats water in a flow-through heater separated from the tub. No heating elements are exposed, now allowing temperature-sensitive items to be washed safely in the lower basket, without the risk of bending or melting.
For more information about Siemens home appliances, call toll-free (888) 474-3636 or visit www.siemens-home.com.
About Siemens Home Appliances
Since 1847, Siemens has been at the forefront of technological progress. Known for its culture of pushing the limits of technological advancement for greater personal relevance to the individual, today Siemens is a global leader in electronics and electrical engineering in a wide variety of high-tech business fields. With its appliance products, Siemens combines innovative thinking, precision engineering and pure style to create the world’s most advanced home appliances.
Siemens Home Appliances is part of BSH Home Appliance Corporation, headquartered in Huntington Beach, CA, and a wholly owned subsidiary of BSH GmbH (a joint venture between Robert Bosch GmbH und Siemens AG). Headquartered in Munich, Germany, BSH is the world’s third largest appliance manufacturer.
About Best Buy Stores
Best Buy Stores, owned and operated by Minneapolis-based Best Buy, Co., Inc. is the nation’s leading specialty retailer of technology and entertainment products and services. Best Buy was founded in St. Paul, Minn. in 1966. Best Buy Stores reach an estimated 300 million consumers per year through more than 600 retail stores in 48 states and online at www.BestBuy.com. For more information about Best Buy, please visit the virtual pressroom at http://communications.bestbuy.com/pressroom/.