Arçelik has constantly extended its household appliance activity to 150 countries around the world. The company has grown considerably in Europe and recorded strong growth in South Asia over the past decade. Hitachi GLS operates its home appliance business mainly in South East Asia and the Middle East, where it benefits from a high-end brand image.
Arçelik Hitachi Home Appliances, fruit of the collaboration between the two companies, will rely on their strengths such as supply chain and technological capabilities to build a competitive and innovative offer in the market. The new CEO will be Zafer Üstüner, former regional manager of APAC and managing director of Thailand in Beko. Under his leadership, the new joint venture will combine the sales channels of the two companies to expand the sales regions of Hitachi branded products to Europe, North Africa and other regions, as well as integrating business bases such as production systems and purchasing to strengthen our competitiveness. In the field of R&D, Arçelik and Hitachi GLS will also integrate the knowledge of both parties to create new values such as connected household appliances.
Sustainability is at the heart of Arçelik and Hitachi GLS strategies. Through their combined leadership in energy efficiency and sustainable home-related solutions, the partnership will increase competitiveness around these key issues in the wider market.
Comments from Arçelik and Hitachi GLS Executives
Fatih Kemal Ebiçlioğlu, President of the Consumer Durables group, Koç Holding (parent company of Arçelik):
“We are delighted to announce the launch of Arçelik Hitachi Home Appliances today. Over the past two months, we have worked tirelessly and diligently with the Hitachi GLS team to establish this joint venture, which is an important milestone in our Silk Road strategy. Arçelik Hitachi Home Appliances offers both companies an excellent opportunity to leverage their successes in the Asia Pacific Home appliance market which is home to a growing middle class population, emerging retail channels, increasing household incomes and developing lifestyles. The company will leverage both companies’ strong market position, global expertise and Hitachi brand heritage to meet the needs of global and local markets. ”
Hakan Bulgurlu, CEO, Arçelik:
“We are delighted to launch our new joint venture with Hitachi GLS, Arçelik Hitachi Home Appliances. This is a major step for us in achieving our ambitions and goals of global expansion to become one of the largest home appliance companies in the world. chance to use Arçelik’s complementary product portfolio and operational footprints. Over the next few years, we will see Hitachi branded products cover all major appliance customer needs and expand into both existing and new markets (geographies) with the support of the Arçelik companies. ”
Keiji Kojima, President and Chief Operating Officer, Hitachi, Ltd. (parent company of Hitachi GLS):
“We are delighted to create today this new joint venture with Arçelik, a company recognized for its high quality products and excellent management efficiency. The Hitachi group aims to contribute to the quality of life (QoL) of people through its social innovation activity. , which solves social problems. Our goal is to achieve a sustainable society by focusing on areas that promote the three values of ‘Safety and Security’, ‘Environment’ and ‘Resilience’. strategically important for the Hitachi Group, as it is our brand’s first point of contact with people – especially as the demand for connected home appliances using digital technology increases. Through this collaboration with Arçelik, we will offer a safe and secure life with Hitachi- brand home appliances in many more regions and help improve the quality of life of people globally. “
Jun Taniguchi, President, Hitachi Global Life Solutions, Inc .:
“Today we are pleased to introduce Arçelik Hitachi Home Appliances – our new joint venture with Arçelik. I am confident that by strengthening the complementary sales networks and product strategies of both companies, Arçelik Hitachi Home Appliances will gain a competitive advantage and will become a leader in the global home appliance market.Moreover, by combining the distinctive technologies of the two companies, such as environmental resistance and digital technology, we will help improve the quality of life of consumers and develop products. and services that will achieve a sustainable society. “
Zafer Üstüner, CEO, Arçelik Hitachi Home Appliances:
“Today marks a new and exciting journey for Arçelik Hitachi Home Appliances, which is created to meet the evolving needs of the APAC market and take advantage of their economic growth. This company brings together the global strategies of the two companies, obtains product synergies and achieves a targeted strategy. brand investment and promotion to accelerate growth in all geographies and realize its growth potential. The company will also create strong efficiencies through new sourcing and manufacturing synergies derived from the partnership. Additionally, the new company is leveraging Hitachi GLS ‘strong presence in APAC and its premium home appliances in the rapidly growing Asian market to make this new venture a success. Our teams have worked extremely hard on this strategic joint venture and look forward to seeing Arçelik Hitachi Home Appliances grow and develop in the years to come.
About Arçelik Hitachi household appliances
Arçelik Hitachi Home Appliances was founded on July 1, 2021 as a joint venture between Arçelik A.Ş. and Hitachi Global Life Solutions, Inc to manufacture, sell and provide aftermarket services for Hitachi branded home appliances, including refrigerators, washing machines and vacuum cleaners worldwide (outside of the Japanese market). Arçelik acquired 60% of the capital of the new company while Hitachi Global Life Solutions, Inc. remains a 40% shareholder of the company. Through this joint venture, Arçelik AŞ and Hitachi GLS, Inc. have combined their expertise in other key areas such as R&D, purchasing and production systems to optimize the joint venture’s global supply chain and strengthen its positioning. competitive in the market.
Arçelik is a multinational manufacturer of household appliances that operates with 12 brands (Arçelik, Beko, Grundig, Blomberg, ElektraBregenz, Arctic, Leisure, Flavel, Defy, Altus, Dawlance, Voltas Beko) and employs over 40,000 people worldwide . Arçelik’s global operations include sales and marketing offices in 46 countries and 26 production sites in 9 countries. As Europe second white goods company by market share (volume basis), Arçelik achieved a consolidated turnover of 5 billion euros in 2020. Arçelik’s R&D and design centers around the world house more than 1,600 researchers and to date hold more than 3,000 international patent applications. Arçelik is named “industry leader” in the category of durable household appliances for the 2sd consecutive year in the Dow Jones Sustainability Index 2020 and, in accordance with the PAS 2060 carbon neutrality standard, became carbon neutral in global production plants during fiscal years 2019 and 2020 thanks to its carbon credits.
About Hitachi GLS
Based at Tokyo, Japan, Hitachi Global Life Solutions, Inc., is a wholly owned subsidiary of Hitachi, Ltd. And Hitachi GLS is responsible for the sales (and the provision of engineering and maintenance services) for household appliances, air conditioning equipment and other equipment and devices; and the provision of products and solutions using digital technologies. Based on the idea of ”More smiles to life for all. A more comfortable future for people and society. With innovations that bring happiness to the world, we are opening new doors to the future.” , we seek to better understand customer lifestyles. By solving the lifestyle issues of individual customers, through well-designed and sophisticated products and services utilizing the Hitachi Group’s value chain and digital technologies, we aspire to be a company that contributes to improving the quality of life of customers. customers all over the world.
SOURCE Home Appliances Arçelik Hitachi