Samsung announces plans to meet growing market demand for air conditioners in GCC region

Samsung Electronics, a market leader in semi conductor industry and award-winning innovator in consumer electronics, recently announced its plans to meet growing market demand for air conditioners in GCC region and the Kingdom of Saudi Arabia. During a press conference held at Sheraton Hotel in Riyadh with the presence of members of the press, key business partners and members of Samsung’s Digital Air Solution division, Samsung Electronics unveiled a series of split air conditioners, among them are Crystal, Max and Turbo units that cater to the needs and growing demands of the Saudi market.

Crystal, Max and Turbo air conditioners are among the models that are produced at the new air conditioner factory that has begun full operation in Thailand, February 2011. With a 227 percent capacity increase and production space expanded three times, the plant has the third highest production capacity among all manufacturing facilities of Samsung air conditioner worldwide.

Samsung acquired a land plot equal to 30,400 square meters for construction of the new plant. The two-story manufacturing facility triples the production space of Samsung’s previous factory and has a 177 percent greater workforce, hence creating a factory line capacity of almost 200,000 sets per month.

All the air conditioners unveiled by Samsung have introduced innovative features that will allow the consumers not only to have ‘cooling’ feature with their product, but also enjoy it. Elegant design with competitive price is not the only characteristic, whereby the unique “Virus Doctor” technology has been incorporated in Crystal and Vivace Black Mirror, an air purifying electronic device. The technology improves indoor air quality, enhancing consumers’ wellbeing and kills more than 99.9% of harmful airborne viruses including SARS and H1N1, to guarantee contamination-free indoor air. For children and adults with allergies, the Virus Doctor device also eliminates common home allergens such as dust mites and micro organisms for a pollutant free indoor environment. It is especially useful in removing allergens which trigger rhinitis and asthma. The device also protects the skin by neutralizing OH radical which causes skin-aging.

“Samsung has realized the markets’ demands for purified and advanced air conditioners, and so for that reason we are here today presenting to our consumers exactly that” said Mr. J.C Ahn, Business Manager of Digital Air Solution, Samsung Electronics. “Our research and development have delicately put together highly advanced, yet user friendly features in addition to the clean and fresh air criteria to ensure that these units will not only meet, but exceed consumer expectations.” Mr Ahn continued, “Our new plant features advanced technologies for modern production to achieve faster, more efficient and convenient operation. Quality assurance has been intensified to reassure consumers that they will be delivered with an air conditioner of the highest class and standard.”

“With the attained ISO9000, ISO14000 and ISO18000 certifications to ensure the top excellence product, and following SASO regulations, our production gives consumers the full confidence when purchasing the recognized, high quality Samsung air conditioners,” Mr. Ahn concluded.

Samsung also highlighted the ground-breaking technology of its advanced “Full HD (High Density) Filter” installed in “Turbo” models that offers improved filtration by removing even the smallest microscopic dust particles and transforming polluted air into clean energized air. The HD Filter creates cleaner air with outstanding dust collection up to 90% due to new improved density of the filter. Since there is stable structure of anti bacteria coating, the filter does not get worn down or rusty by water. This complete protection of anti-bacteria filter ensures a cleaner breathe and fresher air for a longer period of time.

It’s worth noting that Samsung Electronics’ 2010 sales in air conditioner business in the Middle East & North Africa were outrunning competitors’ sales. This is a high indication on the increase in demand in the Saudi market whereby Samsung has been able to position itself as a top market leader. With its superior quality, Samsung expects to have good sales in the MENA region, especially Saudi Arabia, where it has evidently gained a great share of the market.