Swedish air purifier-maker Blueair has launched new models in South Korea to compete against premium products made by local rivals such as Samsung Electronics, LG Electronics and Winix.

The chief of the Swedish firm is confident that the new Blueair E series ― the 650E, 450E and 270E ― would appeal to Korean consumers.

“Our vision is to enable people to breathe clean air, which is a basic human right,” said Bengt Rittri, the chief executive of Blueair at a media conference held in Seoul Tuesday. “The new models will be able to meet the needs of Korean consumers with high-performance and easy-to-use functions.”

Priced relatively higher than rival products in the market ― Blueair’s 650E costs 1.59 million won ($1,434), while the 450E is priced at 1.19 million won and the 270E costs 890,000 won ― the E series is mostly geared toward high-end consumers.

Armed with durability, design and a warranty of up to five years, Rittri was confident that Blueair purifiers would outpace their Korean rivals despite their expensive price tags.

The Swedish firm has been operating here for several years, during which time other global air purifier manufacturers have left, unable to overcome the tough domestic competition. Jonas Holst, head of the firm’s international sales, said the fact that the firm has survived in Korea shows that local consumers have recognized it for its competitiveness and technology.

Earlier this year, the company caused a stir with news that the U.S. Embassy in Beijing had bought a total of 4,000 air purifiers for its officials and employees in November last year.

Blueair said the 650E, 450E and 270 are designed to work best in rooms measuring 65 square meters, 34 square meters and 22 square meters, respectively.

These models received the highest rating in terms of Clean Air Delivery Rate by the Association of Home Appliance Manufacturers, an industry organization representing home appliance makers.

By Kim Young-won (wone0102@heraldcorp.com)