Mitsubishi Moves To Shake Up Top End Appliance Market, But They Appear To Have No Retailers

In what appears to be a developing war among Japanese appliance brands, Mitsubishi has taken on Hitachi and Sharp, by launching a new range of luxury fridges specifically designed for the Australian market – however, it appears the company may be struggling to find retailers to sell its new models.

Twelve months ago Hitachi took over sales for its Australian appliance range (washing machines, refrigerators and vacuums), and whilst it is only selling in selected retailers, they are aiming to expand in 2018. Sharp is currently restructuring its Australian business.

The new Mitsubishi Electric premium fridges are set to compete with offerings from Miele, LG and Samsung, as well as ARG and Bosch.

At its launch event in Sydney last night, President of Mitsubishi Electric Factory, Mr Tsutomu Shimizu, claimed that Australia is a “major market” for the organisation, stating the new suite of premium fridges is tailored to meet feedback received from Australian consumers.

He claims the new fridges are specifically made to be “very attractive to Australian customers”, and should be “very easy to sell in the Australian market”.

He reinforced Mitsubishi Electric’s desire to build strong partnerships with Australian retailers.

Though Mitsubishi Electric has not informed media which retailers will sell its new fridges, their press release directs individuals to call Mitsubishi’s hotline to obtain such information: 1800 811 212.

When ChannelNews called the number, the operator struggled to identify which retailers were selling the product. After five minutes, the operator even claimed Mistubushi Electrics was not stocking the LX630 and WX500 models, affirming she had no reference for them.

Mitsubishi believes the new fridges will appeal to Australians, as the average Australian pays $807 more for power than required, notably over half the average weekly wage. The company’s research reveals a rising trend in energy efficiency among Australians.

Both new fridge models feature a 4-star energy rating, marketed as “cutting-edge refrigerators [which] answer the call for energy efficiency”.

The LX630 and WX500 both incorporate a power saving mode and ECO mode.

The company has focused on premium aesthetic features, following local research into kitchen design trends.

Jean-Marc Adele, Business Development Executive, Mitsubishi Electric Australia states:

“We have committed our efforts to successfully deliver cutting-edge appliances designed specifically with the everyday Australian top of mind. These fridge models are the perfect example of this. Our research showed that black is proving to be the new white, so we’ve created the LX with new cutting edge, sleek colours.”

LX630

The LX630 fridge is heralded an “icon product” in the Mitsubishi Electric range and will be available in the new Argent Silver and Brilliant Black.

Features & Specifications:

630-litre capacity
Wide internal space of 760 mm
4.0 Star Energy Rating
Glass door finish – a touch of luxury
Supercool chilling case – store items at about -3°C to 0°C, without freezing them
Automatic ice maker – plumbing not required
RRP $3799
Contact number for retailers: 1800 811 212

Watch a video featuring the LX fridge below:

WX500

The Multi-Drawer WX500 fridge is specifically designed for apartment living and smaller kitchens, capable of fitting into a compact fridge cavity of 660mm wide.

Vacuum Insulation Panel Technology enables the WX series to provide maximum food storage whilst still retaining a slim, stylish profile.

Features & Specifications:

500-litre capacity
4.0 Star Energy Rating (WX500)
Versa Drawer
Vegetable Drawer
Freezer Drawer
Inverter Technology
Smart Cube / VIP – reduced external dimensions with no loss of internal capacity
Supercool chilling case – store items at about -3°C to 0°C, without freezing them
Hot and Super cool freezing
Unique Touch Control Panel
Automatic ice maker – plumbing not required
RRP $3599
Contact number for retailers: 1800 811 212