-- Aims to replicate in new ASEAN Economic Community its European success that has made Beko the UK's #1 best-selling home appliance brand, and Europe's #2 best-selling home appliance brand
BANGKOK, Oct. 2, 2014 /PRNewswire/ -- 'Beko', Europe's fastest growing home appliance brand, today announced its launch in Thailand. The brand's debut in Thailand spearheads its regional ambition to become a favourite brand of consumers in the ASEAN Economic Community (AEC) and a goal to replicate in the AEC its phenomenal success throughout Europe where its innovative washing machines, refrigerators, dishwashers, and cookers have become market leaders.
Mr. Levent Cakiroglu, global CEO of Arcelik A.S., the owner of the Beko brand, said, "Beko is a new generation, global home appliance brand that is sweeping the world with an unrivalled proposition to the consumer: to do more, and to do it better with the best technology.
"It's been a winning proposition that has made Beko the UK's best-selling and Europe's second best-selling large home appliance brand. Our cutting-edge technology appliances and responsiveness to consumer needs have enabled Beko to grow rapidly in Europe in a market that is crowded with well-established global brands. We expect the AEC market to add another eight million users of our products within the next three years."
The Beko brand is an unfolding global success story that has been a phenomenon in Europe. In only five years, it has doubled its market share in Europe and doubled its sales worldwide. In large part, its popularity has come from marrying a reliable and competitively priced product with an understanding of consumer needs, and then quickly being able to integrate into products innovative and useful features.
For example, in its washing machines, a function called 'Cool Hygiene 20C' reduces energy use by 70% in the cleaning of lightly soiled clothes that have been worn only once, which is often the case in Asia; and superfast programmes that ensure superbly washed clothes in just 14 minutes for a 2kg load, to serve the increasingly time-short consumer.
He said, "Our R&D force of over 1,000 people is a major competitive advantage. It has enabled the design of products that are better suited to modern lifestyles and created numerous world-bests and world-firsts in our categories, including the world's quietest washing machine and the world's first refrigerator with an ice-cream maker in it."
He said, "We use our R&D capability to design into products the particular needs of regions. In Asia, we noted a special focus on vegetable freshness. Our proprietary 'EverFresh+' technology helps preserve vegetables for up to 30 days and keeps them crisper, longer; and, with a view to the hot climate in the region, Beko refrigerators have automatic ice-makers that are capable of producing large amounts of ice, quickly."
He added that Beko's "R&D muscle has also given Beko some of the best green credentials in the industry, including designing and manufacturing the world's most energy-efficient washing machine (rated A+++ (-70%)), and which was just launched in Germany at IFA, the world's biggest home appliance conference."
Mr. Cakiroglu said that Thailand-based Titanco International Co., Ltd., which has been established for 40 years and with extensive experience in home appliances will be responsible for sales as well as after-sales support.
Mr. Dhevan Liauburindr, President, Titanco International Co., Ltd., said, "Beko products have extra-long warranties offering 12-year motor and compressor guarantees across its entire range of refrigerators, dryers, dishwashers, ovens, and most washing machines."
Contact: Bangkok Public Relations Ltd.: P.Kwantientong – Tel: +662-664-9500
SOURCE Beko Thailand