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Bosch to Launch Exclusive Products for U.S. Independent Retailers
Jul 30, 2004
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Home appliance maker Bosch announced that it will launch a new product and marketing program this fall in the U.S. exclusively for select independent retailers. The company has created the DLX Series -- a new line of upgraded products beginning with three dishwasher models that will be available only through the brand's independent retailer network.

"The independent retail channel plays a key role in the distribution of mid- and high-end appliances. At Bosch, we have developed the DLX Series to ensure that these dealers have distinctive products and marketing tools to support the enhanced shopping experience they offer consumers," said Franz J. Bosshard, president and CEO of BSH Home Appliances Corporation. "The new DLX Series continues the performance legacy that has made Bosch dishwashers the top-rated choice for style, quality, and performance and enables select independent retailers to focus the selling process on distinct consumer benefits."

As part of this program, Bosch plans to provide marketing support to participating retailers in the form of high-end displays, print advertising, collateral, and point-of-purchase materials, sales training, and product availability information.

According to Bosch, the new DLX Series dishwashers will have a redesigned front panel and controls, and will feature a new combination of convenience features. Features include quiet operation, ENERGY STAR(R) rating, and the new EASYLOAD(TM) racks, which are said to accommodate everything from a large pot to a small cup and can be raised or lowered for flexibility.

The DLX Series also comes with the Bosch exclusive SENSOTRONIC(TM) technology currently featured in its overall dishwasher product line. This sensor system, the company claims, monitors the soil levels in each load and adjusts the amount of water and the length of the cycle needed to ensure a superior wash while reducing consumption. Other wash programs include Power Scrub Plus, a high-temperature pre-wash that soaks designed to loosen stuck-on food, and Rinse & Hold for rinsing and holding smaller loads until there is a full load to wash. Options include black, white, and stainless steel.

The new line has a manufacturer suggested retail price of U.S. $589 to $999.

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