First Public Reveal of Popular Mass Premium Product Line Scheduled
LG Electronics (CEO Jo Joo-wan) will showcase a new lineup of built-in kitchen appliances at Europe's largest home appliance exhibition, 'IFA 2023,' to strengthen its position in the European built-in market.
LG Electronics announced on the 17th that it will set up an exhibition zone at IFA 2023, held in Germany from next month 1st to 5th, and unveil a new range of built-in kitchen appliances. Following the ultra-premium built-in 'SIGNATURE KITCHEN SUITE,' the company plans to introduce a more accessible mass premium product lineup for the first time.
Through these new products, the company aims to target the volume zone (the area with the highest consumer demand) in the European built-in market. The strategy is to diversify its premium product portfolio and expand its influence in Europe, the birthplace of built-in appliances.
The exhibition zone will be themed 'Better Cooking Life for Everyone.' It will showcase various new built-in products, including the energy-efficient InstaView oven and dishwasher, hood-integrated induction cooktop, and top-refrigerator bottom-freezer refrigerator, providing a differentiated customer experience unique to LG premium appliances.
An LG Electronics model using the InstaView Oven built-in new product unveiled at IFA 2023 / Photo by LG Electronics
The hood-integrated induction cooktop, a type introduced by LG Electronics for the first time, features a ventilation system built into the center, eliminating the need for the traditional hood installed above the cooktop. It not only removes smoke and steam generated during cooking through a vent in the center of the induction cooktop by drawing them downward but also enhances aesthetic value by creating a minimal kitchen interior.
The new InstaView oven product boasts an energy efficiency rating of A++, the highest among products currently on the market. It features the 'InstaView' function, which lights up the interior when the oven door is knocked, allowing easy monitoring of the cooking status. This function significantly reduces heat loss caused by opening the door, helping save energy.
LG Electronics will also exhibit a dishwasher product that improves energy efficiency by about 10% compared to the highest energy efficiency rating of A-class dishwashers. This product applies LG Electronics' inverter DD (Direct Drive) motor to optimize energy use. The TrueSteam function, which boils water at 100 degrees Celsius, hygienically cleans the dishes.
Ryu Jae-chul, President of LG Electronics H&A Business Division, said, "Built-in appliances are an important pillar of the B2B business promoted by the H&A Business Division," adding, "We will strive to strengthen our position in the built-in market with premium products that offer differentiated customer experiences unique to LG Electronics."
LG Electronics entered the European built-in market in 2018 with the 'SIGNATURE KITCHEN SUITE.' Since then, it has expanded its business through strategic collaborations with European luxury furniture companies such as Valcucine, SCIC, SieMatic, and Bulthaup. In 2020, it opened the SIGNATURE KITCHEN SUITE Milan showroom in Milan, Italy.
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