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‘Eco-efficient’ domestic appliances
the main example of this and the triple letter Electrolux has tried to address this by De Dietrich was one of the first
classification refers to efficiency (as launching two websites that highlight the manufacturers to develop ICS (Intelligent
measured for a fully loaded 60 degree energy savings: Control System) in ovens, laundry,
cycle), wash performance and spin dry www.electrolux.com/ecosavings,” explains dishwashers and hoods. All dishwashers
performance. More than three quarters of Henrik Sundström, vice president, in the De Dietrich collection feature the ICS
the £800m market fall into the rating of AAB Sustainability Affairs, Electrolux. programme which uses sensors to assess
or above. Dishwashers offer another triple how dirty the dishes are, and then
class rated appliance with energy, cleaning Green technologies automatically chooses the appropriate
and drying efficiencies. Sales of AAA rated Key to green-technology is the progression programme.
products have seen impressive growth of from mechanical to electronically-driven
over 600% since 2002, and now constitute controls. “These are the ‘brains’ of energy Laundry
80% of the market,” says Seema Baines, efficient appliances and turn appliances Customers expect from ‘green’ laundry
GfK account manager for domestic from calculators into computers. If we all appliances not only water and electricity
appliances. twigged just how much time, water and savings but also greater capacity which
energy we could save by using electronically allows them to make larger washes less
Incentives controlled appliances, we’d trade our old frequently – therefore also saving them time.
It should be remembered, however, that in models in tomorrow”, explains Raj Mistry, “Whirlpool’s latest laundry focuses on
addition to the significant product head of marketing at Maytag. washing more using less resource. The
development effort of manufacturers there is Maytag’ s latest washing machines highly intelligent super large capacity,
a great amount of legislative work done by feature electronic, sensor controlled Sensi- Whirlpool SCW1112WH, part of the
European governments, guided by such Save; while the company’s new range of AquaSteam range, takes an enormous
organisations as AMDEA, which are driving dishwashers uses Sensi-Clean sensor 11kg load, while the recently launched
these changes behind the scenes. “There systems which measure the level of soiling AquaSteam 9769 has a 9kg capacity in a
are two separate but related approaches to in the wash load and adapt the 60cm footprint,“ says Juliana Sado, brand
improving the energy performance of programme time, temperature and water communication marketing manager at
products. Energy labelling seeks to to ensure minimum use of resources. Whirlpool.
encourage the development of more energy Whirlpool patented its electronic sensor Also Maytag’s washing machines with
efficient products by providing consumers control system, 6th Sense technology in the capacity from 7kg to 11kg prove that
with information to enable them to make 1998, and it has been used in the size matters for the consumer but only if it
greener choices, while the EU Ecodesign company’s refrigeration, laundry, goes hand in hand with water efficiency as
Regulations progressively remove less dishwashing and cooking. “The next they use as little as 35 litres per cycle.
efficient products from the market. The generation of 6thSense technology on All Electrolux washing machines are now
theory is that this two-pronged approach dishwashers and washing machines A or A+ rated and the company was first
will assist the EU to reach its carbon cutting results in savings up to 30% on time, to introduce an A rated dryer in the UK.
targets,” explains Douglas Herbison, water and energy,” says Juliana Sado, The freestanding DFW814 ICS washing
AMDEA’S chief executive. brand communication marketing manager machine from De Dietrich not only uses
“The EU energy label has been around at Whirlpool. an Intelligent Control System assessing
for over 15 years now and covers washing
machines, electric tumble dryers,
refrigerators and freezers, dishwashers,
combined washer dryers, lighting, electric
ovens and air conditioners. There are Market share of appliances rated A or above
separate EU Directives for each product
which have been introduced under the
Energy Labelling Framework Directive that
is currently being amended,” adds Mr
Herbison (see the box on page 36).
Some consumers, however, need more
encouragement to adopt environmentally
responsible behaviour. “One of the ways
other European countries have tackled this
is by incentivizing consumers to buy
energy efficient appliances. For example
Spain, Switzerland and Italy, have already
got schemes up and running. In Spain, a
rebate scheme operating since 2006 has
been prolonged to 2012 and customers
are offered between €85 and €185 for
upgrading to energy-lean appliances.
February 2010 TheIndependentElectricalRetailer 29
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