Not just China and Eastern Europe in the growth strategies of the appliance industry. The companies aim for growth into other markets, as evidenced by the recent openings of BSH and Electrolux Group. The first has chosen to look westward in a market very close to that of the United States. The second is focusing on the East. Let’s look in detail at the strategies of the two manufacturers.
Milestone for North America growth strategies
BSH opened its first refrigeration factory in Mexico, where the Group is expanding its global production network. In Monterrey, in the state of Nuevo Leon, the company produces large double-door, so-called French Door Bottom Mount refrigerators. The appliances are manufactured under the Bosch and Thermador brands.
“Our first home appliance factory in Mexico is an important strategic milestone for us to strengthen our market position in North America and generate further growth – Matthias Metz, CEO of BSH Hausgeräte, explains –. We want to continue to be the first choice of consumers in the luxury and premium segments in the future. The location in Mexico offers us the ideal conditions and framework for the production of innovative and high-performance refrigerators that are specially tailored to the needs of our North American consumers”.
The factory’s capacity is designed for further growth. In a first step, BSH intends to create around 1,500 qualified jobs, thus contributing to growth in the region. The factory has state-of-the-art production processes and is designed according to demanding sustainability criteria. BSH is making an active contribution to the responsible use of resources. For example, all the energy required for factory operations and appliance production is generated by the company’s own photovoltaic systems. In addition, special systems will ensure that water is used in a way that conserves resources. Like all other development and production sites worldwide, BSH will operate the site in a carbon-neutral manner.
Regional commercial hub in Bangkok
Electrolux Group opened its new regional commercial hub in Bangkok, Thailand. This country is a leading market for the Group in the Asia Pacific, Middle East and Africa (APMEA) region, which positions the hub strategically as a gateway for commercial operations.
The proximity to its Rayong manufacturing facilities and the fast-growing markets in Asia will enable the Group to strengthen its market presence and respond swiftly to consumer needs in the region.
“This is a significant milestone in the Group’s growth strategies – Vitor Maia, Vice President of APMEA Commercial and Head of Emerging Markets at Electrolux Group, said – aligned with our vision to drive outstanding experiences in innovation and sustainability for our customers and consumers”.
The Rayong factory is one of Electrolux Group’s strategic manufacturing hubs, producing washing machines, dryers, refrigerators and gas and electric hobs for export to 56 countries worldwide and sold under 10 brands including Electrolux, Westinghouse, and Frigidaire.
