Electrolux to reintroduce Frigidaire

Electrolux Philippines Inc. is hoping to increase its sales this year with the re-introduction of the famous Frigidaire brand of refrigerators, and now including a laundry line.

In a press conference yesterday, Electrolux Philippines, Inc. general manager Thomas Hong admitted that the company’s current market share is a mere five percent.

The Electrolux Group, Hong explained, includes the mid-market refrigerator brand White-Westinghouse, Kelvinator and several small household and kitchen appliances.

Noting an increasing polarization in taste of customers for either the high-end, high value brands and the low-end, low-value segment,

Electrolux has decided to re-introduce the well-loved and known Frigidaire brand.

Hong admitted that the Frigidaire models that it is re-introducing into the market may be pricey for the low and mid-market segment since the prices range from around P109,000 for the two-door, top mount models to P170,000 for the two-door, side-by-side model with front water and ice dispenser models.

This time around, though, the Frigidaire brand is expanding its product offering from refrigerators to laundry appliances with a washer and dryer combo at a cost of P36,000 for the washer and P29,000 for the dryer.

The Frigidaire products are all imported from the United States or Brazil. – Marianne Go