LG breezes into Mid East

Attending the Big 5 show on Saturday, KS Hwang, vice president, LG Electronics Inc., was keen to demonstrate the importance of Dubai, not just as a local market, but a window to the entire Middle East and Africa market.

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By  Eudore Chand Published  December 1, 2003

Attending the Big 5 show on Saturday, KS Hwang, vice president, LG Electronics Inc., was keen to demonstrate the importance of Dubai, not just as a local market, but a window to the entire Middle East and Africa market. “Although the leaders of Dubai have embraced the dynamics of entrepreneurship, it is not just a domestic market, it’s a window market for the entire region.” In Dubai alone LG supplied over 200 000 air conditioning units last year. However, Hwang estimates that of the 3.5 million units that were supplied in the Middle East and Africa region, LG achieved a market share of about 20% to 25%. Normally based in Korea, Hwang visited Dubai especially for the show. He predicts that growth rates in the Middle East will be about 10% in 2004, while in Dubai growth rates will be much higher. “We expect the residential sector, like all sectors in Dubai, to achieve a growth rate of nearly 30% next year,” he adds. Among the products that LG is actively promoting is the new Artcool range, which features its newly developed nano-plasma technology. This air purification feature deodorises the air and is tens times more effective at filtering the air than more conventional systems. This enables the system to remove smaller, and potentially more harmful particles such as germs, bacteria and dust. Recognising the sophistication of the end user, the Artcool range is also elegantly designed and more compact than other similar models. The units discharge air both laterally and vertically to cool the entire room. LG Electronics is hoping to finish what is already a very successful year on a high at the Big 5. At the show the company aims to cement its position as the market leader for residential air conditioning systems by displaying its new technologies and promoting its commitment to product quality and installation. The company put that strategy into action earlier this year when it opened the LG academy to train technicians and educate architects and specifiers about air conditioning and the issues involved. For LG this is of primary important as “No matter how good the air conditioner is, if it is not installed correctly it will not perform efficiently,” says Hwang.

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