LG unveils world's first steam technology washing machine

This prevents shrinkage and extends the life of a garment and increases washing performance by 21 per cent. Other features include a refresh course process, which allows consumers to deal with wrinkles without ironing, and a dual spray system, which sprays steam on the laundry for 40 minutes to improve washing performance and help rid it of harmful germs. According to tests conducted by accredited testing, inspection and research institutes, the LG steam washing machine improves washing performance by 21 per cent over the company's conventional drum washing machines.

"People want a more efficient and convenient way to perform their daily chores. At LG, we are committed to delivering a range of premium, high quality and high performance home appliances. The steam washing machine is just an example of that dedication. We are the leading suppliers of washing machines in the region and generated sales worth US$ 132 million in the Middle East and Africa region last year compared to US$ 79 million in 2003," said C H Lee, President, LG Electronics Gulf FZE.

LG's digital appliance division posted US $8.5 billion in global sales in 2004, a 23 per cent increase from the previous year, and an operating profit ratio of 5.2 per cent. The division has posted annual growth rates of 22 per cent since 2001 and aims to generate turnover of US $14 billion by 2007 to become the world's leading appliance manufacturer.

LG has acquired 66 international patents from such countries as USA, China, and Europe and 152 patents in Korea with the steam technology. Whereas traditional high heat washing processes waste energy in heating up the water and the chamber, LG's new steam washing machine utilises steam for the same result with just half the energy. It also reduces water usage by 44 per cent and uses steam technology to clean the interior of the unit. Compared to traditional drum washing processes, the technology reduces the time needed dramatically.

As part of its effort to pioneer the stylistic evolution of electronic appliances and satisfy changing consumer demands, LG is adding various colors to traditionally white home appliance products. The steam washing machine comes in different colors including pink, blue and black and consumers can choose from among a variety of colored panels.

In line with its aim to become the world's largest appliance company, LG is focusing its production and marketing efforts on high-end products to target the premium appliance market. This will help the company overtake competitors such as Whirlpool of the USA and Sweden-based Electrolux. In the Middle East, LG is aiming for overall regional sales of US$2.8 billion this year, a 34 per cent growth over 2004.

"As a home appliance maker, we focus on improving peoples' lives with convenient products. We are dedicated to help making our customers' lives easier, more convenient, and, ultimately, better. We believe this new offering will have a huge impact on consumers' daily lives as well as on the environment," added Lee.