Press Release

09/02/2009

Wash less with LG’s 11kg Direct Drive washing machine

The World’s first standard sized washing machine with an 11KG drum

 

 

 

UK, 02 September 2009 – LG simplifies consumers’ lives by adding an 11kg model (F1443KD) to its range of Direct Drive washing machines, available Q4 this year. The machine features the industry’s largest 11kg wash load and 78 litre drum volume in a standard 60cm footprint, offering total efficiency for extremely heavy-duty loads. Using unique Ball Bearing technology, the machine reduces vibration to less than 30ohms and drops the noise level to only 54dB, 20dB less than standard machines, making the washing experience less intrusive.


The 11kg Direct Drive will be making its debut at year’s IFA 2009 show in Berlin 4 – 9 September [Messe Berlin GmbH. Hall 1.1, stand 103].


Independently conducted research into the nation’s lifestyle habits, revealed that 40 per cent of consumers believe they spend too much time on their laundry, with over a third of people putting a wash on daily. Based on this consumer insight from the Simply Living Report*, LG has ensured continual development in washing capacity to lessen the chore by increasing the drum size to 11Kg, meaning everything from a single tea towel to a 10.5 tog king-size duvet or 11 bath towels can be effectively washed. Perfect for families, the larger drum will decrease the amount of time spent doing laundry by reducing the number of loads, and increase the load capabilities. 

 


To drastically reduce the noise and vibrations, the model features LG’s patented Direct Drive, unique Ball Bearing technology and new Damping System, creating a 20dB reduction in the noise produced in comparison to a standard washing machine. Running at a top noise level of 54dB , the F1443KD is extremely quiet and is not much louder than the level of noise found in a library. The new Silent Wash programme has the World’s quietest spin at only 52dB, giving consumers the opportunity to do their washing during the night or ensuring they won’t wake the baby whilst washing during the day.  


The F1443KD utilises LG’s patented direct drive motor, which uses a minimal number of components, meaning there is little to go wrong.  LG is so confident in the durability of the motor that it has given its parts a 10 year guarantee. This will appeal to the 55 per cent of the UK that, according to LG’s Simply Living research, believe durability is an important factor when buying a new washing machine.


In the same report, LG found a rise in the ‘ethical consumer’, where 54 per cent of respondents cited energy efficiency as the most important feature when it came to purchasing decisions. Influenced by this trend, LG has included several features to enable its machines to be commended on their environmental capabilities. An intelligent washing function detects the exact load weight (from 1kg to 11kg) and automatically determines the programme length and amount of water needed, saving time, energy and water. The F1443KD also has a Shower Spray System that repeatedly pumps water from the bottom of the drum to the top, where it is sprayed into the drum during the washing and rinsing process. The Shower Spray System saves water, electricity and improves wash performance by completely dissolving and distributing detergent. Over a year, the machine is estimated to save a whole month’s water and energy – perfect for environmentally aware** families.


The 11Kg model, F1443KD will be available in stores nationwide in white and black from November 2009.


Washing machine specs


·     Model: F1443KD

·     Direct Drive

·     Capacity (Net): 11kg and industry’s biggest porthole (350mm)

·     Size: 24” standard size footprint

·     Noise level: 54dB for a normal course with the tub spinning at 1400RPM, and 52dB for the silent   wash cycle

·      Energy consumption: saves up to 20 percent more than A-rated devices

·      Dual Ball Balancer

·      New Damping System


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*Simply Living report – independently commissioned by LG in conjunction with the Consumer Analysis Group Ltd.


The sample for the survey includes 1003 people aged between 20 and 80 from England, Wales, Scotland and Northern Ireland.


In lengthy telephone and face-to-face interviews, participants were asked about their cooking, cleaning and washing habits.


Regional figures match the density of the population.


For the full report, please contact Firefly Communications.


** The Steam Direct Drive has been rated A++ for energy efficiency by the Energy Savings Trust, using 35 per cent less water and 21 per cent less energy than traditional A rated machines



   About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit www.lge.co.uk.


About LG Electronics Home Appliance Company

The LG Electronics Home Appliance Company is an innovator in the home appliance industry, dedicated to offering healthier and greener products, blending smart technology and trend-setting design and providing a complete solution for improving daily life. LG’s insightful products, including refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners, and built-in appliances, are designed to resonate with consumers around the world. LG’s innovative technologies and convenient features, including the world's first interactive refrigerator, steam washing machine and combination oven and microwave, set new trends in the appliance industry, helping to establish LG as a global leader.


For high-res images and further information please contact:


Firefly Communications

Lucy Dee / Zaira Puddephatt / Carly Pearson

lghomeappliances@fireflycomms.com

+44 (0)20 7386 1499


LG Electronics

Sarah Brambley

sarah.brambley@lge.com

+44 (0) 1753 491 628


 

 

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