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Arçelik Innovation and Expansion in 2006
Dec 26, 2006
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In September, Turkish appliance maker Arçelik developed the “the world’s fastest dishwasher.” The dishwasher, model 6271 E, has a 12-place setting capacity and can wash a full load in 58 minutes. But the dishwasher also offers the Super Mini 20-minute, 35°C program for 6 place settings. The dishwasher also has an LCD screen and keeps the chosen program and functions in its memory and reminds them to the user the next time. An Autosense Sensor System determines the degree of soiling on the dishes and automatically adjusts wash time, water temperature and water fill level. An Extra Drying Function quickly dries dishes and is said to give them a shiny appearance. A special upper basket height adjustment allows users to adjust the basket easily with just one movement, even if the basket is full. This feature helps users get last minute dishes or large trays into the dishwasher.

A 20-minute dishwasher would entice any consumer – even in the U.S. Arçelik said in January that 2006 would be the year it finally entered the U.S. market. However, as the year draws to a close, there is little sign of Arçelik brands appearing on North American retail shelves.

But there is little doubt the company will be in the U.S. eventually, after having carved out a big share of the European market for itself. One of the brands that helped it gain European share was Elektra Bregenz, and in June Elektra Bregenz won design 5 awards during the 2006 Plus X design competition, held in Düsseldorf, Germany.

Another Arçelik brand, Beko, opened a new appliance factory in Vladimir, Russia, in October. Koc Holding, Arcelik’s parent, says that the new factory is built on 545,000 square meters, 70,000 of which are covered or indoors. The facility is expected to have an annual production capacity of 900,000 units and will employ 1,100 people.

Koc Holding states that it is investing in Russia because of its great potential in the appliance sector. The company spent 90 million euros (approx. U.S. $113 million) to build the facility. Russia is not a new market for the Koc Group; the company has been offering many brands in the market since 1994. The parent company says that the stability of the Russian economy prompted it to invest in the country.

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