The specialized journals and major dailies have announced with justified emphasis a "historic" event, namely that Electrolux USA is preparing to carry out the largest launch ever seen worldwide of Majaps (major appliances) in the United States from April, 700 new appliances with the Frigidaire brand (purchased many years ago by the Swedish multinational) and the other brands connected to this brand which boasts 99 years of history. “First of all refrigerators, then cookers, ovens, kettles, washing machines, dishwashers, with finishes - underlined the marketing executive John Weinstock - from the Premium category for the choice of a very nice anti-fingerprint steel but with affordable prices”. Presented last month at the KBIS in Chicago (Kitchen/Bath Industry Show) eight models of the Frigidaire Gallery Black Stainless series anticipated the company's choices regarding refrigerators: finishes in black, anti-fingerprint and easy-to-clean steel. Very sophisticated and glamorous variants (definition of a trendy site in New York), highly customerised, bearers of non-smart technologies (“no, for this collection, who cares about the IoT” basically commented the spokesmen who presented the products to us).
The launch will be supported by a robust advertising and promotional program with a strong commitment to digital marketing. We can anticipate some appliances starting from Frigidaire's core business, the French Doors, a collection that will have very flexible interiors with as many as 100 different combinations for organizing and personalizing storage. The very large, luxurious, splendid flagship model will, for example, have a suggested price of around $2.800. Dishwashers will have the very fast Orbit Clean system, single and double wall ovens with fast and effective cleaning and professional programs (around a thousand dollars), large kitchens equipped with powerful electric and gas hobs also include micro burners to make delicate sauces….
"Until now, these luxury finishes, which we present as standard, with decidedly affordable prices, have always been the prerogative of high-end appliances". The attack on competitors with an impressive mass of novelties that will increase the American Majaps market by 75%, has the aim not only of giving a formidable boost to sales but also of preceding and decisively cornering competitors starting from Haier which has recently completed the acquisition of General Electric appliances.
From the blog Paula's house
