LG confident of securing lead in world’s washer market

CHANGWON, South Gyeongsang Province -- Since its debut last month, LG Electronics’ Tromm Twin Wash -- a washing machine fitted with a front loader with a separate small top loader below -- has won fans overseas.

Inundated with orders from global retailers for what LG calls a revolutionary invention, the tech giant said it has been working flat out to meet demand.

The electronics firm declined to release the exact sales figures, but said it was selling the Twin Wash at nearly triple the pace of the firm’s other high-end washers.

“I think LG now has a chance (to tighten its grip on the high-end washer market) and the firm will try to boost the Twin Wash’s share to 10 percent of the firm’s overall washing machine sales,” said Simon Jeon, senior vice president for the home appliance and air solution segment, at a press meeting held at the firm’s Changwon plant Friday.

Expressing confidence in maintaining the lead in the world’s washer market, the LG executive said other rivals would not be able to easily produce washers featuring two separate tubs due to a “patent wall,” that the company has created with more than 300 patents for the dual-tub washing machine.

The company said technology that enables two tubs to operate at the same time with little vibration and noise was the biggest challenge.

Chinese electronics-maker Haier showcased its own dual-tub washing machine in April, but unlike LG’s twin washer, it does not allow consumers to use dryer functions with both tubs at the same time.

The Seoul-based company has topped the global front-load washer market for seven years in a row since 2008 and ruled the U.S. market for the past eight years.

Referring to Samsung’s challenge in the U.S. market -- Samsung Electronics took the largest market share in the U.S. front loader market during the April-June period, beating LG Electronics -- he said the competitor enjoyed a temporary surge in sales due largely to marketing gimmicks.

He was not also shy in dismissing Samsung’s latest top-loading washer lineup, dubbed the Active Wash, calling the washing machine a product that “lacks outstanding technology.”

“LG released 34 years ago a washer that allows users to hand-wash clothes on top of the washing machine, the same feature deployed in Samsung’s Active Wash,” the senior vice president said.

At the Changwon assembly line, one Twin Wash is produced every 15 seconds. Those washers made at the assembly line are delivered to global markets including China and the U.S.

A number of safety and durability tests are also conducted at several laboratories at the plant, including the door opening endurance test in which an automatic testing device opens and closes the door of the LG products more than 10,000 times, and the washing machine unbalance test, through which LG tests the vibration of its products.

Researchers also conduct safety tests to prevent possible safety issues from non-clothing items being put in the laundry drum, such as coins, lighters or toothpicks, and temperature tests to see if the washers can withstand extreme weather conditions.

By Kim Young-won (wone0102@heraldcor.com)