'european look' in major appliances - small home appliances

NOV.
1985 this is a digital version of an article from The Times Print Archive, before it starts online in 1996.
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People visiting the newly renovated city kitchen may see fewer black knobs on the oven
Glass doors, less chromium on the refrigerator, and less metal heating plates where the coils of the stove used to be.
Manufacturers and Revisionaries say that in the past two years, there has been a stylish "European look" in major household appliances, especially those installed in custom kitchens.
The driving force for styling changes comes from a small number of European manufacturers, who account for less than 10% of U. S. sales in most major appliance categories.
But their impact has affected major America, which is $15 billion.
The home appliance industry has prompted General Electric and Whirlpool, its two biggest sales giants, to follow suit.
One of the reasons why these more expensive European products are popular and influential
The equipment manufactured is flexible.
For example, a stove can combine a gas burner with an electric burner.
The oven and fridge unit is shallow enough to flush with walls or basic cabinets.
There must be a trend towards black-
Said Roger W.
Schipke, senior vice president of major electrical appliances at GE, has sales of $3.
1984 6 billion.
Joy A. said that the advertisement "we are more looking at the flat concave appearance of the front of the device, the knob and the dial are hidden or not noticeable ".
Whirlpool spokesman Schlager made $3 in sales last year. 2 billion.
According to the Ministry of Commerce, the market share of imported electrical appliances rose to 13% last year from just over 1% in 1974.
Microwave ovens mainly from Japan and South Korea are the largest single imported products
8% professional 1984-Total equipment.
However, many analysts define ovens as electronic devices and say they should not be included in the main devices
Total equipment.
The hottest place in the kitchen
Selling imported products has become their biggest advantage.
While the furnace concept in the United States is that burners, ovens and broilers are all in one unit, many European manufacturers offer separate components.
German company Gaggenau sells two-
A combination of components designed to be installed on top of each other or separately: Four-
Burner gas cook ranks first at $525, below-
The counter electric oven priced at $1,100.
Progress has been made on other German concerns: AEG
Capacity oven and other appliances, Miele, such as AEG, make a dishwasher and the doors can be covered to match the cabinets in the kitchen.
Generally speaking, foreign
The cost of making major electrical appliances is 20 to 30% higher than their Americans.
According to the dealer, it is a peer.
"Customers are still willing to buy because of styling, better quality and better craftsmanship," said Rand D . "
Rockmore, sales manager at Hastings kitchen studio in Manhattan, which sells Gaggenau and Miele products and designs the kitchen using cabinets from the German company Poggenpohl.
Industry analysts and domestic manufacturers recognize the quality of foreign products
But it's important to note that American companies
Their own flight cargo.
"Most Americans always buy big ones and American ones . "R.
Long Island appliances wholesalers and distributors Light Company, Queens.
Major US manufacturers such as General Electric, Whirlpool, Thermador, and Magic Chef have responded with more fashionable models.
In addition to modifying its product line, some manufacturers are also buying foreign products.
Make electrical appliances that meet the specifications and sell them under American brands.
Starting this month, the Admiral division of the Magic Chef will launch a series of refrigerators
The freezers and dishwashers produced by the Italian company Zanussi are sold as the Admiral Continental appliance series.
More than a dozen American companies including GE and Jenn
Air and Thermador, buy some metal electric trays for cooking countertops from E. G. O.
New South, Ga products.
American distributor of German parent company.
In this country, the transition to a standardized modular cabinet kitchen began after World War II.
The modular system controls the size of most appliances.
For example, basic cabinets are usually 24 inch deep, as are most American stoves and dishwashers.
Advertising under
Counter refrigerators are in line with modular cabinets, so it's no surprise industry analysts that smaller refrigerators sold more than larger foreign refrigerators last year
Refrigerator for nearly 2 to 1.
Generally, the capacity of small refrigerators is less than 6.
5 cubic feet, in contrast, the standard size is at least 13 cubic feetsize units.
Small is not necessarily beautiful for all refrigerator buyers. Mr.
Schipke of GE said that as more women enter the labor market and less time is spent shopping for their families, larger refrigerators are becoming more and more popular.
Americans have largely resisted the import of laundry rooms.
American washers and dryers have almost a monopoly on foreign models, even in smaller waysby-
Side and stackable models.
However, there is a foreign model that captures the fantasy of the gadget --
Thoughtful American: $600 combO-
A small imported product imported from Italy, mounted on wheels, can clean 8 pounds of clothes and then dry on a machine.
"The yuppies like it," he said . "
Herman of WR.
Light Company, an American distributor of the product.
"This is for young staff and seniors who don't want to have children --
Sit in the washing machine before putting the load into the dryer.
"Style and flexibility may have an impact, but foreign manufacturers have encountered many obstacles in trying to penetrate the US market, which is dominated by highly competitive home appliance manufacturers who are responsive to adapt to consumers
S. manufacturers provide a wide network of repair hotlines and distributors nationwide, but the cost of building such a network hinders the development of European manufacturers.
But they believe that their products are of superior quality and require less service.
As part of the kitchen packaging, most European brands and models are sold only through the kitchen remodeling business.
European Concept Limited
Custom kitchen designers in Manhattan built about 100 new kitchens last year, 75 of them in Manhattan apartments.
"European appliances are smaller," says Charles F. "It's an inch game in design and planning . "
Adams, marketing director.
"As people get used to seeing European models more and more, their market will expand, but you will also find that the American Chamber of manufacturers responds to prevent losses in market share," he said.
A version of this article appears on page 8 of the national version of CBRE in November 7, 1985 with the title "European look of major appliances ".