ALKHOBAR, 15 April 2008 — On Sunday, LG Electronics launched its latest “Modern Flower” refrigerators and washing machines in Saudi Arabia at eXtra. Home appliances have changed a lot over the years and these new models are packed with advanced technology.
LG’s latest washing machines are “direct drive.” This means that a belt doesn’t power the drum — it’s operated directly by the motor. So it’s much quieter than other washing machines and there are fewer parts to malfunction. The washing machine is computer controlled and it offers 19 different programs to choose from. These include selections from the standard prewash to more esoteric options such as Allergy Care, Steam Wash and Medic Care. If you have a child with asthma or eczema, this is a great product. Depending on the cycle selected, these machines can also be stingy with water — saving up to 35 percent of the water normally consumed by a standard washing machine.
LG’s new side by side digital refrigerators are equipped with soft-touch controls on an easy-to-use panel. The refrigerator boasts essential functions to keep food fresh longer such as the Miracle Zone that allows users to select the ideal temperature for any type of food or produce, and Biosilver, a silver-ion coated liner that protects foods from bacteria, fungus and yeast. While these new digital appliances have loads of high-tech features, they also come in a high-tech design called “Modern Flower.” With four possible flower prints to choose from, the idea is to make the appliances look as good on the outside as it functions on the inside.
“We are delighted to bring these new washing machines and refrigerators to Saudi Arabia. They have been put through extensive testing to ensure that they can handle the temperature and humidity extremes that can be found in Saudi kitchens and still operate ideally and remain beautiful,” said Simon Lee, GM, LG, Saudi Arabia.
Lee added that the new home appliance designs are similar to the trend that is common now in PC notebook design, where the equipment is designed to look distinctive on the outside while providing excellent functionality. He advised that new LG appliance designs are brought to Saudi Arabia soon after they are launched in South Korea since the Kingdom operates its electrical equipment at 60 hertz — the same as in LG’s home market.
“It’s also easy now for us to bring new products to Saudi Arabia since we have a fully trained channel to service all our equipment,” Lee said. “United Yousef M. Naghi Company is one of our top distributors in the Middle East. The moment we know that there are new appliances coming to the Kingdom, we make arrangements with United Yousef M. Naghi to send its technicians for training. Their technicians are so good that there have been times when we have called upon them to help us solve training issues in other countries.”
United Yousef M. Naghi’s representatives were at the LG launch event and Saleh Al-Ghamdi, the GM, Eastern Region for the company provided some perspective on the changing market requirements for home appliances in the Kingdom.
“What we are launching here today are premium, limited edition washing machines and refrigerators for customers who are interested in the latest technologies,” Al-Ghamdi said. “I wish I could say that every customer in Saudi Arabia would consider such appliances as a first choice, but that is still a goal we have to work toward.”
The GM explained that women in the Kingdom are now very comfortable with all the elements of modern interior design such as special paints and fabric finishes, but when it comes to digital technologies they still hesitate to purchase the most modern home appliances.
“In part, this is due to a reliance on home workers from less developed countries who are unfamiliar with advanced home equipment,” said Al-Ghamdi. “People need to change their ideas about home appliances. Just because a piece of equipment can do a job doesn’t mean that it is the best appliance for the job. The latest washing machines for instance can save significant amounts of water and electricity. It is important for our nation that everyone consider water and power conservation when they purchase home appliances. It is important too that our children grow up in an environment where they become used to having modern technology in every aspect of daily life.”
Al-Ghamdi believes that as more women go out into the workforce, they will become more acquainted with digital technologies and then will not hesitate to purchase home appliances that offer high-tech features. All salesmen in United Yousef M. Naghi’s showrooms have been given special training to explain all the features of the new washers and refrigerators and technicians who come to the home to install the equipment can provide demonstrations of the features as well.
“These appliances are beautiful and I am certain that the entire family will find using this equipment very easy. Some people will say that the machines come at a premium price we have shown that our equipment actually saves money,” said LG’s Simon Lee. “Our washers save on water and electricity and reduce the amount of ironing that clothes need. The washers provide health benefits as well because they kill viruses, bacteria and allergens. Our refrigerators are more energy efficient than older models and they keep food fresher longer so spoilage is not a big concern. Consumers need to take into account more than the initial cost of an appliance when they make a purchase. Our refrigerators should last at least a decade. Think of the cost savings that our refrigerator’s new technologies will provide over the life of the equipment.”
Costs are big concerns right now with the Kingdom’s rising inflation rate. eXtra’s COO Kevin Lalonde had some advice for consumers in that regard. “As for home appliances, eXtra and its partners have absorbed the inflationary impact to this point. That means that there hasn’t been an increase in price for these items. However, it’s not something that we can guarantee continuing indefinitely.”
So if you’ve been considering replacing your refrigerator, stove or washing machine, it seems that there will never be a better time than the present to make such a purchase.
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