Indesit chooses Rome for their biggest product launch
Earlier in the month Indesit launched its new Hotpoint products, breaking new ground for innovation, at an international event that attracted the financial community, the media and nearly a thousand clients from all over Europe.
Hotpoint’s launch event, presented products that will be sold in all the main international markets where the company operates and it was opened by Indesit Company chairman Andrea Merloni, who presented the future of appliances, which will be internet connected and thus more effectively controlled and energy efficient. It was closed by CEO Marco Milani, who concentrated on the new products themselves and Hotpoint’s role and investment strategies.
The Company’s aim is to make the new Hotpoint Aqualtis washing machine, which has seen a development investment of over 25 million euros, a benchmark in the sector thanks to the synthesis, in a single product, of all its most advanced technologies and functions, as well as innovative design. Furthermore, with the new LUCE collection of built-in appliances, the new range of washers and dryers, the new ‘no-frost’ fridge freezers and the introduction of kitchen sinks, Indesit Company clearly intends to continue growing and to gain market share.
The LUCE oven alone incorporates 13 new patents registered during its development to ensure excellent cooking performance, and the innovative electronic temperature control on the Hotpoint Aqualtis guarantees deep down washing and maximum care for delicate garments. A particularly innovative and useful feature is the Anti-Allergy function (one person out of four in Europe suffers from various allergies that could be prevented with effective clothes washing). This Anti-Allergy cycle guarantees a sufficient degree of fabric hygiene with its special wash parameters.
The event also confirmed the company’s sharp focus on the environment, not only through the presence of appliances with energy ratings of A+++, outperforming the top energy class on the market today by 10%, but also with the Eco Tech range and other technological innovations such as the heat pump in Hotpoint’s new tumble dryer, which can take a 9kg load. Lastly, the new full no-frost technology in Hotpoint’s new 60cm fridge freezers doubles the life of food in the fridge, while the ozo-system eliminates 70% of odours and ensures improved hygiene.
The launch programme is backed up by a record 100 million euro investment in marketing communication. The company will also be investing over 90 million euros – another record - in new product research and development.
The event was also an opportunity to publicly announce the importance of the Hotpoint brand, which celebrates its first centennial this year, for Indesit Company’s future.
Indesit Company Chairman Andrea Merloni said: “It won’t be long before appliances will be able to talk to each other. This will enormously improve home life and will also open up new business opportunities we are determined not to miss. But for us, the future starts here, with all the new products we are very proud to be presenting”.
"A company’s competitive edge depends on its capacity to innovate and propose new solutions. Today we have strongly demonstrated this, and the new Hotpoint Aqualtis is the best washing machine we’ve ever made”.”
“Each phase in Indesit Company’s development has been characterised by an innovative product that broke new ground in the industry. The Margherita, the first washer to have a woman’s name, and such a strong personality, was the inspiration for the 80s. In the year of Indesit Company’s 30 th anniversary, 2005, the Aqualtis ushered in a new generation of products. Today we have the new Hotpoint Aqualtis.