BERLIN ― LG Electronics this week revealed its goal to win over energy-conscious European consumers and take the lead in the world’s largest home appliance market.

“By 2015 LG will take the lead in the European market, which accounts for 25 percent of the world’s home appliance market with energy-efficient and localized products. The leadership in the fiercest battlefield will be a stepping stone in winning the world market,” said Jo Seong-jin, president of LG’s home appliance unit, at a press meeting on Friday.

Pledging to record two-digit growth by the same year in Europe, where the firm currently maintains a 7 percent market share, he emphasized LG’s own energy-saving technologies.

“LG products are not lagging behind in terms of energy efficiency. With LG’s own technologies such as direct drive and linear compressor, the firm has an upper hand in producing energy-efficient products over its rivals,” said Jo, upping the ante against its competitors including Mille, Siemens and Bosch which maintain a strong foothold in the region.

Direct drive is a technology that links the drum of a washing machine directly to the motor. The linear compressor generates less internal friction and offers more precise cooling control, which ultimately ensures lower energy consumption, according to the firm.

LG can also help consumers keep their LG home appliances up to date by updating the operating system of a washing machine with new programs, Jo added.

Miele, a German consumer electronics maker, recently unveiled a washing machine it claims is 40 percent more energy-efficient than those labeled “A+++.”

In the washing machine business, LG leads the market in the Czech Republic, Greece and France, according to the Korean firm.

By Kim Young-won, Korea Herald correspondent
(wone0102@heraldcorp.com)